competitors like nestle getting in with their own plant-based beef, kellogg's, cargill is investing in pea protein and purdue and tyson with hybrid meat with chicken with cauliflower i think long-term players looking into this means it's here to stay. >> that's the reason i asked if it's a fad i feel like we've watched this movie before maybe it's playing out like with e-cigarettes something they're so concerned about the potential disrupters that they jump in before we see how everything shakes out. and the cases in the past, it hasn't worked out that well. >> there's a bit of hedging going on i think wall street is into it, consumers demand is really intense. i think this is something that could be around to stay, especially with the interest in climate change. >> thanks for joining us. >> thanks for having me. >>> up next we're "on the money," tour operators give you one-stop shopping for your vacation what happens to your plans if the travel planner goes under? package tours after the thomas cook affair. >>> family matters abuse is a growing problem but the scammer may not be who you think. let's take a look at ho