Fundamentally, the food is excellent, and so is the service. But also Bill and Carol Booth are incredible in customer relations - they're like friends.

Very good. You did the smart thing by going straight to customer service.

We?re focusing on food service providers that want to put a face on their food, that want local food and want to know exactly where it is from. That?s the niche we?re trying to build upon.

If you don't give good service and good food, they won't come back.

Knock on their doors, ask to talk to the food-service directors.

[Still, not everyone was buoyant about the transition.] I don't think you're doing anyone a public service by doing this. I don't really view it as any kind of material generator of savings to investors at all, ... The markets were working perfectly well without it. Speaking as a professional investor, maybe there's an adjustment period, a transition period, and maybe in two months I'll say it was no big deal. But as of today, to me, I find trying to read the tape more confusing than it was before.