well, let's talk now to farmer kelly seaton, who is joining us from cheshire. morning, kelly.great to see you this morning. and these deals in the supermarkets. we've all seen them. they get they get you through the door don't they. i presume this is the loss leaders for the supermarkets, but hopefully they're not passing on those discounts in terms of buying the produce from the farmers. >> no the farmers do get paid what what the supermarkets deem to be a fair price. but whether it is a fair price or not is still fairly questionable. but they are. yes. using that as a loss leader. but unfortunately the carry on effect of that is that it devalues good nutritious food in the uk. and we all know that processed food is super cheap and obviously for obvious reasons, because it's full of absolute muck. but when your health food is being reduced to such catastrophic levels, it just makes it very devalued. >> of course, people will be watching this kelly and saying, yeah, but it's really expensive out there at the moment and i want to feed all the family on christmas day, and i want