these roots have been here for aproximately 3 1/2 weeks, having come out of cold storage, and you can that the buds now on top of the chicory roots are growing, and there's a--a lot of growth down at the bottom with the feeder roots that are in about an inch and a half of the fertilizer solution. uh, under the exact same conditions, this still has ab@ut a week to go. it's, um, very, very similar in technique, but of course different color. >> how many of this would you say goes on a day, a week, an hour? like a gazillion here. >> h, we--yeah, we do produce a lot of endive. um, oh, golly, we're producing, uh, approximately 5 million pounds a year. >> uh, you find that most people like it, and i--i just think it's one of those products that--that works for everybody. i mean, it works with lemon. it works with blue cheese. it works with--obviously with olive oil. this is the type of thing that we do at the kitchen all the time is take things that people, uh, aren't so sure about and turn it into something where they go, "wow. i--now you've really opened up my eyes to something." >> in ri