>> the originator of the idea, a really cool guy named oscar farinetti, came up with this because it things he is passionate about. italians love the food -- whatever their mom or aunt made growing up, or their grandma, or anyone in their family. so, it is generally about the flavor of the wind on the hill closest to your house. oscar grew up in the area where they made this wine. he wasn't a rich kid, but he worked hard and really made this great idea. and celebrating all of his favorite things to eat was what that store was about, and more than just the food, the information and the ideology behind it. he is about slow food. it was all about not fast production. it was about pure, traditional flavors of italy. when they brought it here, a lot of the things people had never seen. we bring our own production into america. you will not find a lot of products on the shelf anywhere else. it feels good. there is exclusive products. the price point to walk in there is free, and you can get something to eat for $2. it is a really happy concept. it works really well for a lot of people. >>