colgate has doubled that, about 8,000, and phillip morris has doubled that, 15,000. so one of the great winners of all-time, no debate about it. now, valuation? when this stock was going to be put out of business by the federal government, of course, it was not, you could have bought it at a p/e of 1/3. now you pay 21. and back here in 2000, the dividend yield was about 30%. it's incredible. one of the greatest trades of all time. get a 30% dividend yield annually and you're buying it at a p/e of 3. now, of course, we have the reciprocal. the p/e and the yield, the yield, 4%, but that's still pretty good. on a relative basis, it's quite poor compared to treasuries. it's the lowest ever. take a look at trend. when you're too far above, you check back, check back, check back. we're playing for a check back to 45. and the 45 level is where the 150-day moving average comes into play. and it would put you back into the channel. this chart and this chart are the exact same distance, same time frame. we think we're going back to the channel, back to 45. >> mike? >> i am a s

andll throw in budweiser phillip morris.et them when they are young and keep them for a long time. do you have a similar approach, demographically, to get consumer's somewhat new to the market so they stay with you? >> two groups or care about a lot -- one, millenials. they are not affixed to certain brands. they do not mind changing it up. second, maybe surprisingly, the single mom. the mom with two kids who is concerned between 23 and 57 am a confused about what to feed her kids are chu shopping done i'll seven at walmart or kroger and does not know what to buy. we think we can provide clarity to her. those two groups are how we break into this. in techave big names investing. marc benioff is one of them. guysare not the kind of investing in average food companies. infood is this amazingly norm is sector. $1 trillion plus, and it is operating in an antiquated way, not efficient or to make it better, we have to try different approaches. i think they see an opportunity to feed people better and to use food as a mechanism to