competitive if it hasn't become competitive already with the traditional, i don't know what you call it, unorganicganic food? >> okay. so if i went around the table here, i think most people buy healthier food for their families as health care costs are going the way they are. and if you look at health care costs today, 70% of health care costs are self-inflicted, okay. so listen, we want to live longer. we want to look good, feel good, we're going to eat healthy. okay. nongmo, one of the hottest trends out there in foods. washington state, just tried to pass a bill, 49% of consumers said we want products that don't have gmo. >> the price point on this. >> it's 10% to 15% more. if you're talking a bag -- >> if it was this -- >> she should open her ears, not close. >> if this or tostitos, for example, how much more is this going to cost? >> 10%, 15% more, max. and here you are getting organic made with blue corn, nongmo, gluten free. >> i was going to ask you about the bottles, too. blueprint's become a big -- >> this is a big brand. >> nobody's juicing here? >> steroids? >> juicing. how much is th