last week i had a chance to speak with kristine mosley, the ceo of a company called, it's private, full to look at this. all right. kristine, tell us why you started full harvest and what it does. >> sure. i spent 15 years within a may have chain and the food industries and i saw a huge amount of waste and not enough innovation. and i -- my last role i helped scale one of the juice companies in the u.s. i loved of what they were doing in terms of healthy food and awareness but i was from us it straight thunderhead were selling $13 green juices. and i wanted to figure out a way to make it more affordable. i moved out to california five years ago and that's when i found the shocking food waste statistics that tens of billions of produce are going to waste because it's not perfectly shaped for grocery stores. and food and beverage industry could use that product. >> why are we addicted to great-looking fruit. >> we've been in a time of abundance over the last few decades and consumers have had the luxury of being able to be pickier and pickier. and the retailers have gotten bigger and bigg