paula deen, circulon, kitchenaid. >> silver stone. >> all the same company. >> they are brands we either own or license and we do private labels. >> one of the executives said it's just a sticircle on a stic >> it's a metal circle on a stick referring to anolon. how do you make this one worth $200 and available at a gourmet kitchen store and this one worth $20 available at walmart? >> right. first of all, we address the retailer's needs. if the retailer needs a $20 price point we would engineer and fabricate the product to reach that price point. >> cheaper materials? >> and to fill the need in the retailer's assortment. in the retailer needs color, red, we would manufacture a product that's red to give the assortment a lift. if the retailer needs more stainless steel in a certain price point we would do that, too. then of course we keep our fingers on the pulse of the market. we understand what the consumer prefers. the market preferences actually fluctuate. sometimes stainless steel is a very popular, successful. sometimes nonstick is popular. there is a ten-year cycle. >> how many of