S7 Ep5: Health in a Sip: Fuel Your Day with Functional Clean-Label Shots with Leslie Danford
“People are looking for easy and they’re looking for their foods and beverages to deliver a lot of value to them. It’s not enough anymore to just taste good. They want to know why it tastes good,” — Leslie Danford
Food is more than just a medicine. Food is health. By capitalizing on “superfoods” and other high-nutrient sources and leveraging advanced technologies to load their products with extra nutrients, we are now seeing a shift toward food products that promote convenience without compromising quality. With food companies pushing boundaries, the future of food is truly filled with excitement!
Founded by Leslie Danford, Vitaminis is a clean-label functional food and beverage brand. The company launched its first two products— juice shots providing immune support and gut health. Vitaminis aims to provide trustworthy "mini bites and sips. Vitaminis is focused on transparency and using clinical research to substantiate the functional benefits of its ingredients.
This week’s conversation provides valuable insights for entrepreneurs on validating ideas, building retail partnerships, and leveraging experts. It also offers a glimpse into the future of food and how brands are innovating to meet consumer demand for nutrient-dense, easy-to-consume options. Justine and Leslie also discuss the importance of clean ingredients and transparency in labeling, the challenges of being a solo founder, overcoming self-doubt, and more.
Connect with Leslie:
Leslie Danford is the founder and CEO of Vitaminis, a clean-label functional food and beverage brand. Prior to starting Vitaminis, Leslie worked for a global spirits company in the beverage industry. She also briefly worked in the hospitality industry before being laid off during the COVID-19 pandemic. This inspired her to pursue her long-time passion of starting Vitaminis. Under Leslie's leadership, Vitaminis has launched juice shots providing immune support and gut health. Leslie is focused on using clean, recognizable ingredients and being transparent about her products and their benefits. When not working on Vitaminis, Leslie enjoys networking with other entrepreneurs.
Episode Highlights:
01:23 What Inspired Vitaminis
02:36 Defining Clean-Label
05:46 Addressing Natural Flavors
11:06 A Career Change to Entrepreneurship
16:15 Achieving Shelf Stability Without Compromise
Resources:
Discounts
Use code: vitafan20 and get 20% off of your first order at Vitaminis
Use code: freeship for free shipping
Tweets:
Clean, Shelf-Stable Shots for immune support and optimum gut health! Join @jreichman and Vitaminis Founder, Leslie Danford, as they share how to successfully innovate in the functional food space. #podcast #entrepreneurship #socialgood #inspiration #impactmatters #NextGenChef #EssentialIngredients #VItaminis #minibitesandsips #FoodIsHealth #cleanlabel #nutrition #smallbiz
Inspirational Quotes:
02:36 “Clean-label means to me, is no mystery ingredients.” —Leslie Danford
05:47 “Functional food is about demanding more from our food. People are expecting more from their food and their beverages, and they're conscious, and they want that benefit. And so we need to design products and offerings that can deliver that benefit to people.” —Leslie Danford
09:05 “As a solo entrepreneur, any personal weakness that you have, you're going to have to come face to face with it because it's just you. It’s very hard” —Leslie Danford
10:54 “Being an entrepreneur is a good thing because it's very clear that you are the one that needs to do it.” —Leslie Danford
12:34 “Being a solo entrepreneur could be isolating.” —Justine Reichman
14:36 “People are busy, so it all has to be easy and tasty.” —Leslie Danford
17:31 “People are looking for easy and they're looking for their foods and beverages to deliver a lot of value to them. It's not enough anymore to just taste good. They want to know why it tastes good.” —Leslie Danford
18:18 “If it doesn't taste good, nobody wants it.” —Justine Reichman
20:50 “I have the vision, and then I leverage a lot of experts to help me refine that.” —Leslie Danford
21:06 “Without the vision, we don't have all that innovation.” —Justine Reichman
25:05 “Innovation is creating new opportunities for people to be able to have more transparent and healthier food.” —Justine Reichman
Transcriptions:
Justine Reichman: Good morning, and welcome to Essential Ingredients. I'm your host, Justine Reichman. With me today is Lesley from Vitaminis.
Welcome, Leslie.
Leslie Danford: Thank you. Thanks for having me. I'm excited to be here.
Justine Reichman: I'm excited to have you, to learn more about Vitaminis. It's been on my radar. I'm really very curious to hear more about it and to share that with our community. So for those not familiar, what is Vitaminis?
Leslie Danford: Vitaminis is a clean label functional food and beverage brand. So my vision long term would be to have lots of mini bites and sips that you can trust, that are clean, healthy and full of good stuff. But our first two products are a little juice shots. One for immune support, and one for gut health. They taste good. They're packed with vitamins, probiotics and fiber. And they don't require any refrigeration.
Justine Reichman: Wow, that's perfect. Especially if you're traveling, or with kids, or somebody like me who gets a little bit anxious when I haven't eaten.
Leslie Danford: I need to throw it in my bag. Yes, yeah, very portable, very easy. It doesn't get easier than this.
Justine Reichman: So what inspired you to found Vitaminis?
Leslie Danford: So I have always been a health and wellness enthusiast. I think a lot about diet, nutrition. I'm not a huge foodie. I'm not cooking all the time. But I do think about nutrients and vitamins, that am I getting all those things. But I've never been a big fan of pills. They make me nauseous, and they have weird ingredients in them. And they're just no fun. And then gummy vitamins which have exploded onto the same tastes great. But after a while, it's just too much sugar, five, six a day, that kind of thing. And so that long had bothered me. And it was actually during COVID, 2020, I got laid off from my hospitality job, and I couldn't stop thinking about this idea, this problem. I have a long term passion for it. And I just came up with Vitaminis to be a functional food and beverage brand. So food and beverage, but no added sugar, clean label to get that good stuff without all the bad stuff.
“Clean-label means to me, is no mystery ingredients.” —Leslie Danford
Justine Reichman: That's amazing. I'm curious because I hear these words functional food and clean labels. And so everybody seems to have a similar goal and mission, but a little bit of a different definition sometimes. So I'm curious, from your standpoint, what does a clean label mean to you?
Leslie Danford: Clean label means to me there are no mystery ingredients. That's what I like to say. So everything you read on there, you should be like, you know what that is, know what that is. Nothing extra. So for example our immune support product only has seven ingredients plus water. It's just juice, vitamins, water, keeping it very, very straightforward. So that's what I think of when I think of clean labels. But the products are clean in other ways too. They're gluten free, dairy free, allergen friendly, vegan. So basically just something you can feel really good about putting in your body.
Justine Reichman: That's great, because I do pick up these products whether it's a bar or something else. I don't know what half of them are, the other half, I can't eat. And oftentimes, it's a challenge to find something that is, like you said, it's clean. However, as time is going on, we are seeing that people find transparency really important. So people are really working on this. This is a very big topic now. What's your experience with it?
Leslie Danford: Yeah, I completely agree with that. So again, back to mystery ingredients. I want everyone to look at my package and know exactly what's in there, and that I don't want anyone to feel like there's something strange or that they feel like the brand is trying to sneak anything or anything like that. So actually, one really interesting area that I've gotten some experience with is natural flavors. And you've probably done a lot of talking about that.
Justine Reichman: I'd love to hear what you call natural flavors too.
Leslie Danford: Yeah. So in this immune support, there is citrus flavor, like a little bit of citrus flavor added in there. And that to me is very straightforward. Its flavor comes from citrus. In this product, I have a flavor right now that's derived from blueberries and that kind of thing. But because the flavor house wouldn't tell me exactly what the ingredient recipe was, I had to put natural flavors on the bottle. Now I felt okay about that because I knew working with this company that we'd have many conversations about what it was. But because I couldn't put it on the bottle and had some consumers reach out what's in here, what does this mean? Natural flavors. And so I'm actually reformulating gut health with a different flavor that I can put in blueberry flavor because they are being transparent about the recipe. So it's interesting as a maker of a beverage, I'm also relying on my suppliers. So it's not just my transparency. I have to push the transparency down to the next level. Because at the end of the day, I'm responsible for everything that's going in there.
Justine Reichman: Yeah, I couldn't agree more. We've had a lot of customers sanctions about natural flavors and people not knowing what they are. And that to me, I think you've hit on something that's really important. You're pushing back when people are saying, oh, it's natural flavors, but we don't know. There's so many things we don't know. So now, you're making them more accountable, which I think is super important.
Leslie Danford: Yeah. I think it's becoming more and more of a thing. Because I remember the company provided this natural way that no one had ever asked, no one had ever pushed them for that information before, which is kind of shocking. But I know it's coming, like you said, people are talking about it.
Justine Reichman: You also mentioned functional food. And so we can break that down for those listening today that may be not familiar with functional food. Can you talk to us a little bit about that category, and what that means to be part of?
Leslie Danford: Yes. So to me, functional food or beverage functional beverage is a food or beverage that's delivering something to you that you will benefit from. So it's not just drinking a drink for a drink sake, it's drinking a drink that will help support your immune system function, or help you have better gut health or better digestion, or whatever it is. So to me, it's actually about demanding more from our food. It's not just about calories or tastes, it has to do something for you. So that's what it means to me. And it's a fun place to be in because I do think people are expecting more from their food and their beverages, and they're conscious, and they want that benefit. And so we need to design products and offerings that can deliver that benefit to people.
Justine Reichman: I think it's important. I appreciate your innovation around this, because so many people have gut issues and immune issues, especially in how things are going in the world today when we had COVID, all these things. You don't want to travel, and you want to be careful and wash your hands. Being able to take in something that's going to support us further that is clean and that does have a function is so important. So you said that you were in hospitality first.
Leslie Danford: Well, I started with beverages. And then I briefly moved to hospitality, bad timing. I was only really there for about a year.
Justine Reichman: So what did you do in beverages originally?
Leslie Danford: I've worked for a global spirits company, so an alcoholic beverage company. And it's interesting, because I had always been health and wellness oriented. I don't mind spirits and alcohol, but you know it has its place. But I would see this research coming in when I was working in the beverage company about what consumers wanted. It was all about being healthier, cleaner. People aren't drinking as much alcohol as they used to, like the next generation is almost hardly drinking at all. And so the company would see these trends, but I just knew in that role in that business, I was not going to be able to act on a lot of this insight because we were in the spirits of spirits. So I actually started a PowerPoint presentation on my computer. I think it was like 2015 or something and I started writing down, here's what people want. They want nutrient dense, they want clean, they want functional, they want easy, they want taste good, and just brainstorming. So I left that company and I joined a hospitality company in the hotel industry in 2019. So bad timing. Worked there for almost a year, and then everything got shut down during COVID. I was laid off. I went back to that PowerPoint and I was like, I should really do something about these trends, and I wanted to make something of it.
Justine Reichman: So this is the first time you're an entrepreneur. Is that correct?
Leslie Danford: Yes. When I was at the beverage company, I started a division within the company and that was kind of my first taste of building something. So I know I love to build. But this is a completely different experience building from scratch by myself. So yeah, this is the first time for me.
Justine Reichman: Yeah.So that's exciting too, and a change. So what is it like from your experience? You came up with this idea, and you're really passionate about it. Now, you wanted to start it. Were you scared?
“As a solo entrepreneur, any personal weakness that you have, you're going to have to come face to face with it because it's just you. It’s very hard” —Leslie Danford
Leslie Danford: Oh, my gosh, it's so funny. I look back, especially as a solo entrepreneur, any personal weakness that you have, you're gonna have to come face to face with it because it's just you. So for me, committing to an idea without a lot of data and information, just stepping off that edge and just putting something out there. I remember when I posted my first social post about the product itself, it was almost embarrassing. Oh, my gosh. I had to get over all of that. It's like every personal weakness you have is a procrastinator. You make decisions too quickly. Like, do you doubt yourself? All that it's very hard. It's interesting because the work is just work. It's the mental side of things, and the result is a lot of personal development.
Justine Reichman: And those things that you realize that were maybe not in your comfort zone, how did you address that? You're new with this, and you're just getting started.
Leslie Danford: Some of it is like, you have no choice. At some level, I just knew. I'd invested some money developing the product. So I had some skin in the game. And I knew if I don't do this, if I don't put myself out there, if I don't get out of my comfort zone, nothing will happen. It was very clear, because again, I'm a solo founder. No one else is going to do it. And if I don't do it, no one's gonna do it. And I had a similar experience trying to get into retail. I was rejected by many, many retailers saying, oh, come back when you have some data and you've already been in retail. So no one wanted to be the first. But then I thought, okay, what can I do? I have to do something. So I just started knocking on local retail doors and making friends with the local folks and kind of working from the bottom up. And it was awkward. You're bothering this person, you're going there every day. They're like, oh, you again. And it really felt like pushy in some regard. But if I didn't do it, nothing was gonna happen. So I think in that sense, being an entrepreneur is a good thing because it's very clear that you are the one that needs to do it.
Justine Reichman: I'm curious, you invest your own money. And then in order to scale, did you go raise money?
Leslie Danford: I have recently been raised by some friends and family. Now, two years in. Because once you get into retail, that game is much more capital intensive. But in the beginning, it was a personal investment. And that was scary too. And so it's like many talks with my husband about, okay, it's very possible that this money will be lost, or we're gonna take a chance on it, and we're gonna do this. And he's actually an entrepreneur too, but he's been doing it for a decade. And so I'm thankful to him because he knew that whole process. And he did have the confidence to say, yeah, I think this is a good idea. We should go for it. Whereas I'm not sure I would have just done that. I was in a corporate job. I had a sort of traditional career. I wasn't that inherent risk taker that some people are.
“Being a solo entrepreneur could be isolating.” —Justine Reichman
Justine Reichman: So it must be great to have the resources of your husband. I don't know if he participates in the company as well?
Leslie Danford: No, not really. He's in software, and he has worked for healthcare and financial service startups. So it's a completely, which is nice because he's not getting into the nitty gritty of Vitaminis. But it is more in the ups and downs of being an entrepreneur, the roller coaster of emotions, I think it's been helpful. He'll say, well, I remember three years since this happened and like, it's okay, it's not just me.
Justine Reichman: That makes a lot of sense. And it must be nice to have that partner that has been through this and has a set of experiences that he can relate to because being a solo entrepreneur could be isolating, too.
Leslie Danford: Yeah, it can be. I've actually invested a lot of time in networking with other entrepreneurs, and I'm in a few different groups. I get introductions all the time, and I always make time for those people. Someone says, oh, I know someone else starting a consumer brand. And it's funny because half of the time, it's somebody who's ahead of me, and I'm asking them for advice, looking up to where they are and inspiring myself. And then half the time, it's someone that's two years behind me. I'm saying, oh, don't worry, that happened to me, or some advice for you. So it's a really nice ecosystem. I think people in general are very supportive and open. And that's great when you're a solo entrepreneur.
Justine Reichman: Yeah. And so now, you're in the place where you have a couple skews. Is that correct? So what is the future looking like for you guys? What are your plans?
Leslie Danford: Yes. So in the very immediate term, I'm in a few, a couple of local retailers. I'm very focused on making those retailers successful. So I have personally done 100 samplings at this point, popping up a table, pouring product, getting feedback, telling people about the product itself. So that's one thing. I want to make sure because everything builds off of each other. If I can make the first retail relationship successful, other retailers will look to that core. Step two would be looking at some broader retailers outside the Chicago area, outside of the Midwest. How can I kind of expand? And then I would like to launch other products longer term too. So I have another shot in mind that I'm working on that I hope to launch here by the end of the year. And then long term, I think, like I said, mini sips and bites. Everything is minis, everything clean and tasty, but delivering that functional benefit. So little bars, little bites. I have lots of ideas. Not everything will be portable. Oh, 100% shelf stable, easy, portable. To me, that is the secret because if it's too difficult, people aren't going to do it. They're busy, so they all have to be easy and tasty.
Justine Reichman: So in order to make it shelf stable, what do you need to do to the product? Is there any compromise in any way? Did you have to make some hard decisions around that?
Leslie Danford: I wouldn't say they're hard decisions, but there's always trade offs. So I knew I didn't want preservatives in the product. And so what do you do for juices to make them shelf stable? You basically heat up the product and you kill the bad germs, and then it's sterile. So I think some of the trade offs there are around color and flavor. So fresh juice is not going to taste the same as juice that has been heated up. But to me, that tradeoff was worth doing because I didn't want people to like it. It's expensive to have to keep things refrigerated in the supply chain. And also for the consumer, you can't put it in a lunchbox, you can't pop it in your purse. So I thought that was a trade off worth making. And then I worked quite a bit on the formula to make sure I had a good flavor despite that. But yeah, that's pretty much how it did. And actually, gut health was particularly challenging because probiotics are alive. And so we had to keep the product, kill the bad bacteria to keep the good bacteria alive. So I actually had to work for like nine months on this product, finding a probiotic that can survive that process. So the probiotic we use is called Bacillus coagulans, but spore based probiotics. So it's kind of a protective shell, if you will. And that allows it to not only survive the process, but it also makes its way deeper into your gut than some other probiotics that get killed off in the stomach. So it has some other benefits as well, but it's a very hardy probiotic.
Justine Reichman: Every time I go to look at those shots, they're on the shelves in the refrigerator. And if I forgot about it, it expanded because of the heat. Which is not great. I wasted the shot, I never got to enjoy it, or drink it, or have the benefit of it. So the idea that yours are shelf stable and have a clean label seemed like a really good option.
Leslie Danford: Thank you, I hope so. I do think there's a little stigma around shelf stability. I think people see it and they think like, oh, it must be processed or something. But if we actually look at it, it's not. But I think for folks that understand tha, it's very, very convenient. You can put it in the fridge if you'd like to drink it cold. But if you forget to put it in the fridge, that's okay.
Justine Reichman: Once you open it, you then have to put it in the fridge?
Leslie Danford: Yes. In theory, yes because you're basically allowing germs from the air into the product so it would then need to be refrigerated. But these are meant to be single serve shots so you shouldn't probably be doing that. Anyway, just take it down.
Justine Reichman: So I'm curious, you carved out this niche for yourself that deals with vitamins and functional, or more specifically, functional food, functional drinks. And we look at the future of food, how do you feel this fits into that as we look forward?
Leslie Danford: Yeah. Like I said, I think people are looking for something easy, and they're looking for their foods and beverages to deliver a lot of value to them. It's not enough anymore to just taste good. They want to know why it tastes good. And what else is doing it for me. But at the same time, they want more out of it. But at the same time, they want it to be minimalist, clean, and natural. And so that's kind of how I see things moving. People are reading labels, they're asking more questions, they're looking for value out of their food. And so I think we're gonna see that the food industry move into a space of packing more punch, if you will, and more of a nutrient dense functional delivery, but without compromising clean ingredients, has to taste good, has to be easy.
Justine Reichman: If it doesn't taste good, nobody wants it. And to that point, how did you address that as you're making these? We always bring in our friends and family, but did you also have larger groups of people that maybe you didn't know to come in and help you determine the best flavors?
“People are looking for easy and they're looking for their foods and beverages to deliver a lot of value to them. It's not enough anymore to just taste good. They want to know why it tastes good.” —Leslie Danford
Leslie Danford: Yeah. Well, it's an ongoing process. Initially, I landed on these flavors because a lot of the functional benefit is coming from the ingredients. So for example, orange juice has vitamin C, which is one of our active ingredients so I knew it had to be orange. And then the berry banana berries are rich in fiber, and bananas with their potassium are good for your digestion. So I wanted a base starting point that was related to the benefit. But then it's a journey. I definitely taste tested with my family friends. Once it was out in the world, I got a lot of feedback from platforms like Amazon by just reading Amazon reviews. And actually, this product's immune support, I actually reformulated it to make it a little bit less tart because people were saying that it had like a tart flavor. And after hearing that a few times, I went back to my formulator and made some tweaks. So that is an ongoing process. And even now when I do samplings, like I said, I've done 100 samples. I'll give feedback to people saying, I taste this or taste that. Oh, I don't know about this or that. And after you've done it so many times, I'm starting to hear some themes, and so it's an ongoing process.
Justine Reichman: So as you're listening to these themes, and as you're developing your products, given you haven't done this before, and while you have an interest in nutrition, you don't have the experience of being a nutritionist or anything. Did you bring somebody with that expertise in to work with you?
Leslie Danford: For sure. And that is the nice thing about CPG is if you are a solo entrepreneur, there are lots and lots of contract people that you can engage on various levels. But I also networked a lot with doctors, nutritionists in my personal network, or even friends of friends getting their advice on the ingredients, the active ingredients and product itself. But then in a more formal sense, I have a regulatory review person that looks at my label and makes sure everything is compliant with FDA, claims are substantiated, that kind of thing. So a lot of outside advice. Also, I mentioned my formulator previously, but I've worked with beverage formulators because they have experience around what vitamins are most soluble in certain juices, and all these kinds of very technical aspects that I would just have no idea otherwise. So I have the vision, and then I leverage a lot of experts to help me refine that.
“Without the vision, we don't have all that innovation.” —Justine Reichman
Justine Reichman: I think that's important. None of us know everything, and we can have these great ideas. But even though we have to do so many things and get scrappy, we really do need to bring in those experts to help us. But without the vision, we don't have all that innovation. So it's important to be able to innovate, and it's a great opportunity to create something new in a really changing environment. So I'm curious, when you were talking to these doctors, what was some of the feedback you've got in terms of what you were claiming and what you were hoping to deliver?
Leslie Danford: Yeah. There's a couple of things. One is I didn't really know this until I got into this space, but the medical community seems to be quite divided on vitamins and supplements in general. So there's a whole group of physicians that just say, just eat fruits and vegetables, just have a balanced diet, don't waste your money on what they call expensive pee. It's not useful. So those folks are never going to support (inaudible). Then there's a whole second group that recognise, yes, you should eat fruits and vegetables. But there are lots of other factors come into play, it could it be allergies, it could be food aversions, it could just be just difficult especially for kids, that kind of thing to get it in. And that support supplements as a way to enhance what you're already doing. So those are the folks that I think really resonate with the product like Vitaminis because if you're going to take a supplement, it's clean, it's no added sugar, and it's based with natural juices. So it's not offensive, if you will, if you need to take a supplement. So that's like one piece that I learned quite a bit. And the sugar is a big factor for almost everyone. Added sugar is a big no, no. They even hesitate on juice sometimes because it contains sugar by nature. So that was an interesting learning.
But the nice thing about Vitaminis is they're small. So you're not drinking 12 ounces of juice, it's a shot. So there is some sugar from the juice, but it's not a ton. And then in terms of the claims, what I have done with Vitaminis is I don't have the budget, or the bandwidth, or the time to do clinical studies, or case studies, or research on Vitaminis itself. I rely on the ingredients I'm putting in. There's lots of research about vitamin C, and zinc, and magnesium, and how they help the immune system function. And then, why is it gut health? There's research on Bacillus coagulans, specifically, and then also the benefits of fiber. And so by including these ingredients in my product, lean on their research benefits to talk about the fact that the product will do these things for you, but you have to be careful with your language. So for example, immunity or immune boost is a no, no. And it's funny because I see products all the time out there that say it. So byproducts called immune support, it supports healthy immune system function. These ingredients are part of the puzzle, but I can't tell you immunity implies you're never going to get sick if you drink Vitaminis. I can't give you that promise. And I can't even say that drinking Vitaminis is gonna boost your ability to fight germs. You're just giving yourself those ingredients that are part of the system. And same with gut health. Healthy gut has lots of factors. Some of the factors are fiber and probiotics, but I can't promise you particular benefits by drinking it.
“Innovation is creating new opportunities for people to be able to have more transparent and healthier food.” —Justine Reichman
Justine Reichman: Down the road as you grow, is your goal to do trials or at least create some sort of environment where you can get some data around--
Leslie Danford: That would be the Holy Grail as you can get data before and afters and a lot of testimonials. That would be great. But a lot of that work is hundreds of thousands of dollars to undertake. So that would be a future vision. But I think it would be awesome, and maybe there's companies that can partner with maybe like gut testing companies or other entrepreneurs out there that want to get their product out there, so that we could work together and something like that.
Justine Reichman: Thank you so much for sharing all this information, your story, how you got there, and where you see this in our market today and going forward because I think it is changing. Food is changing, innovation is creating new opportunities for people to be able to have more transparent and healthier food. I really appreciate learning about Vitaminis. For folks that want to go out and get Vitaminis, where would they find it?
Leslie Danford: So if you're in the Midwest, Farmers Market, you can find us there in the probiotics refrigerator. And then we're also online on Amazon. So if you just search Vitaminis, sometimes you'll see the big vitamin brands so you have to put in Vitaminis juice or Vitaminis gut health, Vitaminis immune support. We are at Amazon. And then of course our website, vitaminisbrand.com. And the coupon code vitafan20, we will give you 20% off of your first order on our website, and then use the code free ship for free shipping as well.
Justine Reichman: Awesome. Thank you so much for joining me. I look forward to trying the products because I have not tried them as of yet.
Leslie Danford: I would love to send you some.
Justine Reichman: Awesome. Thanks so much. I want to thank everyone for tuning in, and we'll see you again next week on Tuesday.
