How Vertically Integrated Are You?

I like this circle of taking care of each other, and also this rejuvenation of culture that you've instilled. I think another really crucial part of grind success is how vertically integrated you've become. We found some one on the south coast who was willing to kind of work with us to make a coffee blend that we really loved. That meant a coffee that was strong enough to cut through milk, so you could taste it when you actually had milk in your drink. So from day one, we had our own coffee brand on the shelves. And that was really important as establishing us as a brand. Then rolled forward to 20 15, and we decided a, you know, to invest