he held len ben fete. >> people asked why would you go after an ice cream company but something that jenny's created it is the best ice cream on ear earth. it's $14 for a small pint, which seems expensive but the consumer that's buying that values quality. so we believe that is going to be same consumer that's going to buy a t-shirt from us or a pair of socks. >> they paid for the trip but that was it. nothing was put in writing in terms of what was expected from each of the travellers. >> there was zero contracts or firm expectations put in play. we spent about $25,000 to take the trip for six days, maybe a little bit less. everyone knows richer poorer is paying for this, this is something we put together as a brand initiative. so everyone is under the same assumption that we should be posting content and tagging each other, but they want to, right? that's the difference. >> you're building a community and that's how eva thinks. and by putting these people together who she knew would have a lot of common we will support each other down the road. and that's much more important i thin