So for us to be able to be recognized by these institutions that have existed for centuries, and they've protected their cheese making traditions, for us to be tapped because we're doing the same thing for Vermont traditional cheese making is really important to us.

Why are they so hung up on that name, Parmesan? Call it the green-can cheese. Their sales aren't going to suffer at all.

This isn't about hatred. This isn't about racism. We stand against a broken system that has failed all of us.

That streak is really important to us. We are proud of it and want to keep it going as long as we can.

It's an important reminder to us, to keep in mind how customers are going to use [products they purchase]. It's not just, 'Here's the processor speed and hard-drive size,' it's 'Here's how this will help you do the things you do in your life.' You can keep track of how many miles you log, use the computer to get onto various forums, share information, look for new trails.

There are some people more comfortable shopping through an online catalog. It only costs us a few thousand dollars each time and the sales we see mean a fantastic ROI.