Ilan Sobel - CEO BioHarvest Sciences | The Supplement That Reverses Aging Through Blood Flow

The most important phyto medicinal compounds in plants are found in such small levels that literally it's just not economically viable. You have to grow so many plants and extraction and by the time you have your final compounds in scale, it's just ridiculously expensive. From driving a Pepsi truck to leading a biotech revolution, Elon Sobel is the CEO of Bioharvest Sciences, the company behind Botanical Synthesis, a patented tech that grows plant-based compounds without growing the plant. I'm a very spiritual person, I like to say I have a gift from God because we as a company invested $100 million in a technology platform called Botanical Synthesis, increasing blood flow affects every single system within the total body system. When you have more blood flow and you have more oxygen, you have more physical energy. Today, who doesn't need more physical energy? That's why we like to say better blood flow means better life. Under his leadership, Bioharvest launched Vinnie generating $50 million plus in DTC revenue with 50,000 plus active subscribers. Previously, Elon spent 18 years in global leadership at Coca-Cola and later helped scale vice-berger, acquired by ABN Bev. This episode unpacks how Elon blends big brand experience with biotech innovation to shape the future of health and sustainability. The supplement industry is a huge industry. Every American household spends hundreds of dollars every single month on supplements. We were focused on driving differentiation on our product by education. Three questions you need to be asking of the supplement company that you're utilizing every single day. One, how would you describe what you do for a living? Wow, I think, first of all, I think I have the best job in the world, but I also think I have the world on my shoulders, and I'll explain more about that in a few minutes. How would I describe my job? I would call it, I'm a representative of the plant kingdom, and representing 500,000 plants that are out there, and every one of those plants has unique phytomedicinal compounds or phytonutions that are so, so critical for our overall functioning from a health and wellness perspective. In many respects, mankind, human beings, have walked away from the plant kingdom, and they've walked away because ultimately, if you think about it, big farmer, they started with the plant kingdom, and then they walked away because there were three major challenges. The first challenge is when you're dealing with phytonutions or phytomedicinal compounds from plants, they are found in such inconsistent means because they operate plants growing an ecosystem, and it's impossible to be able to have consistency. Secondly, the most important phytomedicinal compounds in plants are found in such small levels that literally it's just not economic viable. You have to grow so many plants in extraction, and by the time you have your final compounds in scale, it's just ridiculously expensive. And thirdly, there's no patents. You can't patent nature. So if you look at the last 70 years, Scott, let's say industry in many respects from an overall health and wellness perspective, they've walked away from the amazing plant kingdom, and at the same time we as human beings, we've been harming the environment that this kingdom grows in, and we're seeing massive extinction of plants that are literally have treasure that ultimately are waiting for human beings to unlock the secrets that exist within the plant kingdom as it relates to our overall health and wellness. So I see myself here in front of you as a representative, as the chief executive officer of the plant kingdom, ultimately who has in his hands, I like to say I'm a very spiritual person, I like to say I have a gift from God because we as a company, but I have a sciences, we've worked for 17 years and invested $100 million in a technology platform called botanical synthesis that is able to unlock those secrets that exist within the plant kingdom by leveraging the power of our botanical synthesis platform technology, and we're able to bring to the world those critical fighter nutrients, fighter medicinal compounds consistently with predictability, with economic viability so we can democratize the power of those compounds to tens of millions, hopefully hundreds of millions of people, and yes we're also able to do it with patents. So as we go down this path and make this significant investment, it's all about democratizing and having the RP there to make it worthwhile obviously the significant effort. So ultimately I call myself a CEO of the plant kingdom, but I'm actually what I'll invent a new title called the chief human utility officer, human utility value officer. What does that mean? What is great question? So what does human utility value mean? Human utility value, I define as the ability to drive transformational positive changes in people's human beings overall health and wellness, and as a company, Bahaver Sciences is maniacally focused first on driving human utility value, and when you drive human utility value first shareholder value follows very, very quickly after that. I think that's first of all very wise, if you do want to be successful, the more people you help, that's an easy path to becoming successful, that's the answer, that's the unlock. People always try and hack success or hack entrepreneurship, just help more people, and when you help enough people, the company does very well. You know, you mentioned something that's actually very interesting, how traditional health and wellness has sort of moved away from plants, and I think that people understand that plants have benefit, I mean if you even look at traditional Chinese medicine, which is a very popular, sort of a segue that people take into plant medicine, but to your point there's not enough money and that there's no patents in it traditionally, and that means that farmer moves away from it, but I don't think the people really believe that farmer has all their best interests in mind all the time, and I think it's sad that people move away from plants, but they don't know what's good because with lack of regulatory clarity, they don't know what's good, what's bad, what's helpful, with harmful, what's legit, what's be at, it's very hard for people to navigate. If somebody has only ever sort of subscribed to the Western medical ideology of pharma, and in my opinion, not even healthcare, but like sick care, very, you know, you get sick, and then they try and cure you with pills and drugs, and listen, there's a lot of benefit to Western medicine as well, but I think that if you're going to tell somebody something about why it's important to look elsewhere, what they should look for, what they should stay away from, when they navigate solutions that their GP is not going to talk to them about in the doctor's office. That's the first idea that I want to dive into because that idea alone, enough people are exploring it right now, but I think they're exploring the idea of seeking alternative healthcare without true guidance. Look, the whole world of what I like to call Integrative Medicine is a world that's growing significantly. They say in the US today, roughly 30 million people actually seek the counsel of Integrative Medicine Specialists, and often what you find the best Integrative Medicine Specialists are those people that are hardcore clinically trained, right, have amazing experience within the medical system, and then similar to how you describe it, they start to look for alternative solutions because the current solutions that exist to deal with specific indications out there, or just preventative on the preventative side, are not optimal in ideal, and these people understand that there exist significant solutions out there in the planned kingdom. The challenge, as I mentioned earlier, is that prior to our technology coming to the global stage, you were not able to produce these phytonutrients, or phyton medicinal compounds consistently, and consistency is king. Secondly, the economic viability is critical, and because our technology is able to magnify the levels of the critical phytonutrients, and we'll talk more about that I'm sure when I explain the technology itself, and also explain what a phytonutrient is, just because I think that just the definitions matter so people can understand it. So ultimately, you know, plants and normally happens when a plant basically is in a stressful situation, the plant actually to protect itself, it produces either polyphenols or antioxidants, and these polyphenols or antioxidants or saponins, these are critical for our overall health awareness for multiple different aspects of holistic health. So for these phytonutrients, it's critical that for you to be able to scale that in any meaningful way, and similarly, to be able to bring science together with nature to go into clinical trials, and to be able to replicate the outcomes, you've got to be able to produce with unique consistency, you've got to have predictability, and you've got to ultimately be able to do it in an economically viable way to be able to commercialize something to the marketplace where ultimately consumers can afford this. And if you think about all the benefits that we can get from plants, why in particular, why did you choose to focus on this particular sort of subset of all the different plant benefits that somebody can get? I mean, there's a million that I think people are even mentioned like antioxidants as well, and everybody is sort of exploring how to ingest more of this, but I think that you chose to focus on a very specific subset of superfoods or plant extracts that obviously are very specifically benefit. Why did you choose to focus on this when you built a bioharvest? It's a platform technology, so it's congruent for pretty much most of the plants in the plant kingdom, where we take the plant once, just once, and our PhD plants are biologists. They know exactly where in the plant to take the cells that produce the critical phytonutrients or phyton medicinal compounds. And we take those cells and we grow those cells in petriutious. And like a science experience, we do thousands of science experiments where we change the food that we feed the cells, we change the lighting, we change the temperature and a number of other variables that let's just say we'll keep them in the black box. And at this stage, we get these cells from the plant to do two things. One, we get the cells to actually produce the exact same actual mirror of the phytonutrients that the plant produces. We call this mirroring. So what you've done is you've literally recreated the conditions in a controlled environment. The ultimate conditions in a controlled environment to get those cells to produce exactly what they were producing in the plant. But I don't grow the plant. I just grow the cells. And then so we call this mirroring. And then what we figure out is how we could, how we can optimize and today we use a lot of AI in this, how we can optimize those conditions so that we focus on one hero molecule that we want to magnify by an order of magnitude. And we call this magnification. So for example, in our vineyard, red grape cell, superfood, blood circulation, superfood, we focused on mirroring the phytonutrients. So we have cation, coercedine and farsinins and tannins. Our cells produce all the same phytonutrients as the plant. But then we realized that the hero was a compound called a molecule. I should say called pice-eed resveratrol. Now it's important that the audience, I'm sure many of your audience have heard of resveratrol. But unlike human beings, resveratrol is not created equal. Pice-eed resveratrol is the gold standard. It's like the rose rice of resveratrol because it's 25 times more water soluble. And it lasts in the body much longer than regular resveratrol. Our studies show that our pice-eed resveratrol lasts in the body for at least 12 hours with a peak after 1 hour and a peak after 5 hours. And then it's out the button compared to regular resveratrol that's out the body in 3 to 4 hours. So what we figured out that this hero molecule called pice-eed resveratrol was so critical that we focused on magnifying it 100 times at this level. And then we lock the cell bank. So we never have to go back to the plant. And we create this cell bank that we haven't you know we did this back in 2014. We haven't gone literally we've never had to go back to the plant. And today we just utilize our cell bank. So that's the mirroring and the magnifying. But then we had to climb Mount Everest and back to figure out how do you take a cell from a petri dish and grow that cell in an industrial scale bioreactor with thousands of liters in liquid media. So you're taking it from solid media in a petri dish to liquid media in large scale industrial bioreactors with shear forces. Now plant cells are like human cells. They have memories and we figured out over time how to almost condition strengthen these cells so that we could take them from a petri dish and put them into these large scale bioreactors where in an 18 to 21 day they multiply and they grow. And because we're controlling the environment that elicit those critical phyto-nutrients or phyto- medicinal compounds. And we then harvest the cells. So we drain all the water out of the bioreactors and we left with a final end product which is highly soluble, highly efficacious and bi-available. And we dry that product, simply dry that product. So there's no insecticides, there's no fungicide, there's no herbicides, there's an aseptic environment in these bioreactors and we simply dry the material and that's what today you have, for example, in our... That's what we have in there. ...circulation superfood. You have in each capsule the same amount of pasey resveratrol as a thousand red grapes or one bottle of red wine with no sugar, no calories and of course no alcohol. And that's because going back to the technology where we mirror, magnify and multiply the cells in this process bringing this consistency, going back to the beginning of this discussion, this unique consistency and it's economically viable because today we sell this product in the market at roughly a dollar a day for a capsule. All these benefits that you get for a dollar a day and obviously anchored in our clinical trials where today we are the king of blood flow because this product from our clinical trials after consuming one capsule of our vineyard every day for 90 days, we're able to significantly increase the dilation of your arteries and more dilation of arteries means blood flow and I think today people are discovering that blood flow is such a critical part of the body's operating mechanism. To say the least, but this is this enters my question as to why you chose to focus because this technology could be replicated for a variety. So Scott, it's important to understand that with our botanical synthesis process, the platform itself and the compounds that we produce from the platform technology, they are all non-GMO. So we do not in any way change the actual molecular composition of the compound. So in the case of vineyard, the molecular composition of the compound is exactly the same as what it is in the plant. All we're doing is optimizing the conditions, the outside conditions for that cell to be able to elicit the critical phyto nutrients at the magnified levels. So it's changing the food we feed, the cells, the lighting, the temperature and a number of other critical variables that we don't like to talk about because they're in our black IP box. But ultimately, the technology is non-GMO and that's really, really important because the world today is demanding non-GMO compounds from plants. The other competitors that you have, are they GMO? Is that like a problem? So when you think about it, you have something called you have chemical synthesis, right? That's chemically synthesizing. Then you have what they call biological synthesis. Biological synthesis is when they use yeast and mold. So they use like host plants, like yeast and mold to be able to grow different compounds. And those different compounds, basically are always one molecule. So you can't synthesize with chemical synthesis and biological synthesis. We could talk about this actually. It's kind of interesting. Are you filming still? Yeah, yeah. Okay. So what's interesting is, without technology of botanical synthesis, is that because of our ability to mirror and magnify the critical phyto medicinal compounds in the production of the cells versus the plant. So we're literally mirroring the same production of the phyto nutrients in our cells that are in the plants. And then we magnify the levels. And what's important is that we're leveraging the power of the plant in the way that really God made the plants because inside plants, it's always not just one molecule. It's multiple molecules working together in in synergy. So in the case of our vineyard, red grape cell circulation, superfood, you have pathogens, you have anthocyanins, keratin and tanin. These are all really important antioxidants working together with our hero, polyphenol, paxiide, resveratol. It's almost like an orchestra that works together to give you that critical synergistic effect. And it's that synergistic effect that our cells are able to produce because the cells are producing the same mirror of phyto nutrients as the plant. We're just magnifying our hero polyphenol in the case of paxiide resveratol. So you're able to get the power of the synergistic effect. This is very unique with our technology because if you take other technologies out there, if you look at what pharmaceutical companies do with chemical synthesis, they're always synthesizing one molecule. They choose one molecule from a plant that they decide to synthesize in a laboratory. They can do it very cost effectively, very consistently, and with patents. And then you have also biological synthesis where basically companies use yeast or mold as hosts in order to grow a molecule, but it's always a single molecule. It's not the power of multiple molecules coming together to really create a compound. And the reason why they would do that is just a cost. It's more the nature of the technology. The technology is not able to. So they miss out on a massive amount of benefit. We miss out on the synergistic effect, right? And I think very much today, scientists are understanding the impact of the synergistic effect of all the molecules, all the in the case of the plant, all the fighter nutrients working together. In some cases, they call it the entourage effect, right? Or the synergistic effect. And people are really understanding that it's the way that these polyphenols all work together in harmony, which is ultimately providing the best overall outcomes and efficacy inside our human bodies. You can't just strip out one because when you strip out one, it doesn't work as well when it doesn't have the synergistic effects of the others. It's funny how we always try and recreate nature and play God. Sometimes we just have to realize that basically the way nature is is the best possible way. And then it's our responsibility to use science to basically leverage the power of nature and be able to really democratize it in a way that we can industrialize it in the way that the world can utilize it in a way that's economical and in a way that also doesn't affect the ultimately the natural ecosystems out there. One thing that's always bugged me about the health and wellness space is how unregulated a lot of it is. And people put out pills and supplements and whatnot. And I used to be very into sports. And I used to be in the bodybuilding. And I know that Canada, U.S., I don't think there's much of a difference. The majority of supplements, they can just kind of like say whatever they want on the label. And then they don't. But so you actually went through clinical trials. I think it's important to clarify. In the case of the U.S., the FDA is very clear guidelines. And the FTC is very, very clear guidelines as well. From an FDA perspective, every time a company, a supplement company makes what they call structure function claims. It has to be done according to FDA guidelines. Those claims have to be lodged with the FDA. And then ultimately, the onus is on the company to make sure that they have the clinical evidence to be able to back up those claims. And that also would be how the FTC would look at this kind of situation. So I don't want to comment on other companies. The reason why I'm saying that is because so many companies, I don't think do clinical research. And you don't have to comment on other companies. This is just an observation that I've made. I've sat down with other supplement founders before. And I don't think I've ever heard of somebody putting up the cash, which is very expensive. I know this because there was a point in my life when I actually tried to build a supplement company. And then it did not work out and killed that idea. But it's very expensive. If you are listen, if you are going to be talking to the FDA, you're going to be talking, well, I don't know if you talked to the FTC, but I'm pretty sure this makes sure you stay compliant. But the FDA sometimes you do have to talk to them. And you put these claims and you put these trials together. And if they know that you're putting a trial together, like I don't think people understand the monument task of putting a trial together and making sure that it runs properly and all the guidelines you have to adhere to, it's a lot. It's a lot. It's a very important investment and very, very critical when you're bringing science to consumers. And I think what we when we entered into the US in May 2021, people said to me, you know, how are you going to differentiate your PICI Resvertral? Because every other company out there, they're utilizing Resvertral from Polygonum. We call that we call that naked Resvertral. So as I explained earlier, PICI is the gold standard because it has 25 times more solubility. And much better by availability at last in our PICI based on our clinical trial, demonstrated ability to stay in the body for 12 hours with a peak after one hour, a peak after five hours, regular Resvertral, transresvertral in and out the body three to four hours. What's important to understand is that when it comes to the PICI Resvertral, it's so unique because it has an extra molecule attached to it called a glycoside. And that glycoside that's attached to the Resvertral molecule basically gives it the better solubility and by availability. And this comes back to your initial point earlier around the supplement industry is a huge industry. And Americans spend average American households spends hundreds of dollars every single month on supplements. And when we came into the marketplace in the US, we were focused on driving differentiation on our product by education because we felt that as a company, we had to change the narrative and not talk about how much you have a one ingredient versus another ingredient, no, it's about changing the narrative and educating consumers. And there's education around three areas. And I always say to people out there that are on multiple different supplements, you need to make sure you're focusing on three things. And three questions you need to be asking of the supplement company that you're utilizing every single day. One, is it soluble? Okay, solubility is critical. You have to make sure that the supplement that you're taking is going to be solubilized in your intestinal tract. I internal trials demonstrate that literally 82% of our paracetal is solubilized in the intestinal tract. Two is bioavailability. Bioavailability is how it gets into your bloodstream, your blood plasma, and how it works. From in the case of our vineyard, red grapes, our superfood, we know it takes 20 minutes and we validated 20 minutes to go from the intestinal tract through the membrane into the blood plasma. And as I said, there we lost for 12 hours with two peaks. And these peaks are really important because this is how we're able to get that consistent energy for consumers. You have two peaks of the resverter after one hour and after five hours. So second question is, make sure that the product is bioavailable. So one is solubility. Two is bioavailability. And then the third question is, do you understand efficacy? Are there, is there clinical trials? Is there scientific research about the ingredients, about the product? And obviously it has a company we invested millions of dollars in our clinical, we have multiple scientific studies, we have in vitro, we have in vivo, and then we have actual clinical studies or published in peer-reviewed scientific journals or presented at national symposiums, like the American Diabetes Association, Symposiums. And it's critical that consumers out there go through those three checkpoints, solubility, bioavailability, and efficacy. And there are companies out there that basically fit and you can tick the box. But there are also a lot of companies out there that don't. And that's really for us, we felt that as a company, that's a science-based company that was important for us to change the narrative and to educate consumers. And obviously, we educate consumers by talking about our product and demonstrating the solubility, bioavailability, and efficacy of our product. I think it's very smart. And I think that's the way that you have to take a product and market that's science-based. People are so focused on their health and longevity and living longer and living not just longer, but living longer with more energy, which we're going to talk about why blood flow is so important for any of that. But when people are so interested in living longer and living with more energy, people take advantage of that sometimes. And that's what I really want to highlight how much I respect, how much effort and energy you put into the studies. I know this is because I've been in this industry before, and I think people have to understand that that is not always the norm. Not every company spends millions of dollars doing their own studies and just sort of hats off to you for doing that. I want to talk about the actual health benefits. So you've mentioned blood flow, arterial dilation. So your clinical trials that you've run, they show a 70% increase in arterial dilation after 90 days. So, baseline. So explain if somebody does not understand the benefits of blood flow. What does that actually mean? So let's, let's, let's dimensionize it because it's a big statement to be able to say that, you know, blood flow is such a critical part of your body's operating mechanism. And, and it all stems from the fact that, you know, we all go through an aging process. And as we age, our levels, the bodies levels of flow mediated dilation, dilation of arteries, gets reduced over time. Between the age of starts pretty much the age of 30, and all the way through to, you know, 70, 80 years old, there's a decline in the, in the FMD. So basically with, with our product, vinegar, increasing flow mediated dilation of arteries, we're increasing blood flow. Now, increasing blood flow affects every single system within the total body system. And you can break it down in a few different ways. So let's first talk on a basic level. More blood flow means more oxygen and more nutrients flowing to the body, the tissue, the cells, and the organs. And when you have more blood flow and you have more oxygen, you have more physical energy. And Scott, today, who doesn't need more physical energy? Today's episode is brought to you by Vanta. Now, listen up. This matters for your business. And today's digital landscape security isn't optional. It's essential. Without it, deal stall, sale cycle stretch on, and scaling becomes very difficult. Now, why? Because investors, customers, and partners, all expect businesses to demonstrate strong security practices before they commit. If you can't prove trust, you lose opportunities. So whether you're a startup founder, trying to land that first big client or an established company, scaling your security program, Vanta helps businesses of all sizes prove that they're trustworthy by automating compliance across 35 frameworks, like SOC 2, ISO 27001, and HIPAA. 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I personally can't wait to try this new and improved version. And if you've never tried them before, you're in for a treat. Because the old one was great. I can't even imagine how good this new Prolon five day program is going to be. And for a limited time, Prolon is offering success story listeners. You guys, 15% off site wide, plus a $40 bonus gift when you subscribe to their five day programs. Just go to prolonlife.com slash clary to get your 15% discount in your bonus gift. Prolonlife.com slash clary. Well, I would assume that like the average person with a bad diet who isn't focused on their health, even if they're trying to go to the gym, it's like they just I don't think people are very healthy today. I feel like their health isn't optimized, right? So I think that blood flow is like one of the most important things they could focus on. But like when when somebody goes through their day, I think most people just take their low energy levels for granted. They just think this is this is how life is. And obviously there are multiple ways to improve your your physical energy. You know, when you think about it, just exercise when you're exercising, you're utilizing, there's more blood flow. When there's more blood flow, there's more oxygen. So this is how it all comes together. And ultimately that increasing blood flow is not just the physical energy, but more blood flow to the brain. Think about this. The brain represents 2% of our physical body mass. But it utilizes 15% of the body's blood flow. There are literally 400 miles of capillaries inside that literally inside your brain. There are 60,000 miles of arteries, veins and capillaries inside the human body. And we want those arteries, veins and capillaries to be operating like a four-lane highway, not like a little slip road. So going back to the brain, when you have 400 miles of these capillaries, you want to make sure that you've got more blood flow because more blood flow to the brain means more oxygen. More oxygen to the brain allows us to be able to have that better mental alertness specifically because when you have more blood flow, you're also able to remove the cellular toxins because, you know, the cells in our brain that produce oxygen, they're also, they're like factories. They're also producing toxins and you want to get those toxins out of the actual brain. So what Vinnie is able to do is we're able to actually get below the blood brain barrier. What is the blood brain barrier? When when human beings were created, whether you believe in God's creation or other, other four processes there, there's a barrier that protects our brain. It's amazing. And so our placid was veritable is able to get below that blood brain barrier and is able to improve the blood flow. And as a result of that increased blood flow, you have more oxygen, you have the removal of cellular toxins, more mental alertness, goodbye brain fog. Okay, brain fog affects literally one in three Americans waking up in the morning and they're just not as sharp as they were, you know, 12 hours before and it takes three, four hours when, you know, I love the fact when people talk about being on Vinnie and that Vinnie effect when you wake up in the morning because you've got that increased blood flow, you're on, you're on, you have that mental alertness. Well, it would be some of the other benefits of this increased blood flow. So I think that people when people think instead of go down this longevity rabbit hole, they think, okay, I want to have more energy. I want to be, I want to increase my, my mental alertness, my mental awareness. I want to also make sure that in the long term, my heart health is optimized and my brain health is optimized because really what, how do people, how do people pass, right? It's, it's heart, it could be stroke or it could be Alzheimer's. Yeah, I want to, I want to focus really on the aging process and how you optimize the aging process. Yes, exactly. And so, so basically the more blood flow you have, the more physical energy as we talked about, the more mental alertness. This is the new Maslow's hierarchy today, okay? We have shelter, we have food, we have most cases, relationships and other things. The new Maslow's hierarchy is physical energy and mental alertness, which is so critical. That's why we like to say better blood flow means better life because you're able to get more out of your life with more physical energy, more mental alertness. In addition, when you have more blood flow, we've been able to demonstrate that vinyar is able to support blood pressure within normal ranges, okay? And obviously, this is critical as people get older to maintain their blood pressure within normal ranges. Also, what we've been able to demonstrate is to be able to help reduce the oxidation of LDL cholesterol, reduce oxidative damage to your cells. As you get older, your cells have oxidative damage and as a result of increased blood flow and the benefits of this, you're able to reduce that level of oxidative damage. These are all aspects of making sure that you're obviously we can't change time, right? But we can change the quality of time, right? And that's what we're trying to do by providing people out there with better blood flow with our unique vinyar rate gripe cells, superfood molecule. Obviously, tons of benefits to vinyar. And when you start to take this, you start to notice these benefits. But what is actually going on in your body? Because I think everybody has heard about drinking red wine before, but I mean, it's not very practical. People are completely drinking a bottle of red wine every single day. This is a great alternative. But when somebody takes this pill, what's actually happening? Without going too deep into a biology class yet, those 60,000 miles of arteries, capillaries, and veins are all aligned with what we call endothelial cells. And what lands up happening is when the Pisces resveratrol and the other polyphenols get solubilized into the blood plasma and they start to go towards those critical endothelial cells. The endothelial cells basically take on board those critical fighter nutrients and they start to produce more nitric oxide and less endothelial one. Now, why is this important? As you get older, your body produces less nitric oxide. Nitric oxide is a vasodilator. And I'm sure many of your audience are aware of this. At the same time, your body produces more of ET1. ET1 is a vasoconstrictor. So what we call the mechanism of action on how viniar works. And we validated this in in vitro research is that the endothelial cells start to produce more of the good stuff, which is nitric oxide, that gets reduced literally over time, our body produces less of. And we reduce the production of the bad stuff, which is ET1. And as a result of increasing the good stuff, the nitric oxide, and reducing the ET1, the bad stuff, you get this increase in dilation of arteries. What, when somebody starts to take viniar, you say 90 days is kind of the benchmark that you say this is what it is. Our clinical trial is based on 90 days. So we always say that, you know, for best results, take the product for 90 days. But for some, sometimes people will feel the effect and it all depends on basically your DNA, it depends on your genetics and multiple factors. So sometimes you find like a normal distribution curve, you sometimes you'll find that people will often feel the effect in the first 46 weeks. And there are some people that need up to 10 to 12 weeks to feel the effect, which is why we recommend 12 weeks of taking the product for best results. And when you say feel the effect, how does their life change? Like what would you say is the marker of, ah, now I get it. So it's a great question. And I would say to the people out there listening, the best way to understand that is to go onto our website viniar.com. You'll see we now have more than 9,000 verified reviews with a verified rating of 4.8 out of 5. And read what people tell you are the changes, the fundamental changes that it has on people's lives. And to be honest, Scott, this is what I live on. This is the customer reviews. I as CEO, um, I made it like a mandate that every review comes into my inbox and I read every single customer review that comes in. It's normally 40 to 50 reviews a day. And wow, it's, it's my source of strength in in in scaling this business, um, because you understand the magnitude of change that we drive in people's lives through better blood flow. So, you know, you have people from, you know, vastly different, ah, ages, you have, you know, people who are 40, well, when we look at our best way to describe, when we look at our consumer segmentation, we have what we call super active consumers. And they pretty much people like you, all right. I'm going to guess, you know, 35 to 45, right, focused on building their professional life, also balancing challenges and family life, but also looking to look after themselves, from an overall health and wellness perspective. These people, when they take vina, they seeing the benefits of more vascularity in their lives, right. So, when they go through the gym, they feel like they can work out a little bit longer and a little bit harder. They feel like they've got more energy during the day. And at work, they've got more alertness to deliver what they need to deliver. Then you take, we'll go up and before we come back, we'll go up to super seniors, right. Basically, the super seniors are people that are at a stage in their life where time is important and they want to maximize every bit of time in their lives. They want to be able to keep up with their grandchildren, right. Many people today, and it's amazing. I've seen so many reviews where you have people 65, 70, 75, they're still working full time and they need that energy to work full time. So it's amazing when our product is helping to give them that physical energy to literally continue to be in full-time employment because financially, they need to work full time. So they have the energy, they have the mental alertness, they can work. Right. And so, you know, basically these benefits from physical energy, mental alertness, and it's a game changer as far as the overall quality of life that you need. One of the things that's the hardest to do as an entrepreneur is change somebody's habits, change somebody's routines. That is why when you're bringing a product to market, sometimes it's easier to be a copycat of something that already exists as opposed to creating something new and novel. So you haven't just created something new and novel. You found ways to bring it into somebody's routine. So I want to understand why you chose to do all these different variants of the product, but also from an entrepreneur's perspective for somebody listening that would say, okay, so I like this supplement idea. I'm trying to get into health and wellness. Should I do a coffee? Should I do a tea? Should I do a pill? How do you think through these problems in terms of commercializing the product? So firstly, I always start by thinking consumer first. And that's probably from 18 years of training being part of the Coca-Cola company. And so, when you go back to the consumer first and you look at consumer segmentation, you have super active super seekers, super seniors, right? The super seniors are happy with the capsule, right? This is their normal way of life. Now, we've differentiated with our segment, with the fact that we're bringing the roles, Royce of Resveratrol, Paisi Resveratrol, with all the benefits we've talked about for the last 20 minutes. When you then start to look at other age groups, and you understand the consumer behavior of those age groups, those super seekers and then the super actors. Super seekers are also people of 45 to 55. That's that longevity, hardcore focus. These consumers are looking at every category out there and are thinking about, I want more health and wellness in everything that I consume. And therefore, we decided to go into multi-billion dollar categories where there had been minimal disruptive differentiation, where consumers were seeking more than ever to have better for you health and wellness in everything that they consumed. And we're willing to pay a premium for it. So, we started with multi-billion dollar categories called Functional Coffee. And so, when you think about Functional Coffee, or Coffee in general, America runs on coffee, right? And this is also when we found that the consumer behavior was perfect for the proposition that we could bring to consumers to be able to give them amazing utility value. So, let's take coffee. People normally drink coffee. It's not just once a day. It's three to four coffees a day. When you understand the the behavior of the average American coffee consumer, it's at least three coffees per day. Well, with Venea and the fact that you're getting your physical energy from blood flow, we wanted to change that behavior. And we found that coffee was a perfect delivery mechanism because you're getting the benefits of your caffeine kick from the coffee. And in our case, we're using top-class 100% aerobica coffee beans to the great tasting product that we've done quantitative testing to make sure that all of our products are at least parity, if not better, to market leaders before it goes out of the bar harvest or the Venea stable. And so, now when you take the equivalent of one capsule of Venea and you combine it together with this great tasting coffee in a cake-up, compatible cake-up or compatible Nespresso pod, you're now basically giving an amazing proposition where for the consumer, they get their great tasting coffee, they'll get their caffeine kick, and then because of blood flow, once you're on the product, because of the benefits of blood flow, you're getting that physical energy, that mental alertness, the benefits of blood flow all through the day. So, maybe you don't need to take through your four coffees a day. Maybe just one Venea superfruit coffee is going to be good enough for you to have that physical energy and mental alertness that you need. So, you can see how the two created unique value for the consumer, right? Disruptive innovation, more health and wellness, convenience, because you have supplement and coffee altogether, but in a meaningful way, and providing it in a great tasting way. So, there's absolutely no taste compromised, which is why today we've sold nearly $3 million of coffee, direct to consumer, where probably the most premium coffee out there in the marketplace, but consumers are willing to pay because of the functionality, and we highlight the strategy, we call it superior science, superior efficacy, and superior taste. And then we did it again with our decaf. So, when you think about decaf, think about it, right? Decaf consumers, why did they drink decaf? They like to taste the coffee. They like to taste the coffee, and they drink decaf because they don't want the jitters and the crash, right? From caffeine. But now, voila, they can enjoy the taste of coffee, but get the physical energy, but not from caffeine, but from better blood flow. So, there's no more crash. Right. So, you're giving them that extra functionality, but giving them physical energy, mental alertness, through better blood flow, and there's no jitters, and there's no crash. And in the case of our coffee, decaf version, we went one step further, and we used Swiss water decaffeinated coffee, which is very important. Many of you will listen as may not know, but in a number of decaffeinated coffee brands, they use chemicals to actually extract the caffeine. Now, with Swiss, the Swiss water company, they use a very unique process, where there are no chemicals utilized to actually take the caffeine out. It's all done through a unique water process. So, we use amazing, great tasting Swiss water coffee together with our vignette. You're really hitting that sweet spot of the decaf coffee consumer, which is why decaf is a significant part of our sales, because we have a winning unique, better for you proposition, which brings superior science, efficacy, and taste to the consumer, giving them ultimately a really, really strong value proposition. I'm so curious. Why do more supplement companies not leverage existing habits? Like, when you say it, it sounds like such a common sense thing, but I would have loved a coffee that has a multivitamin in it. So, you start to see now that the whole area of functional coffees and functional teas are growing significantly, but it's challenging. There's a lot of R&D that's required. You've got to make sure that what you're putting in, you're getting out, that the stability of the actual ingredients are there after they've gone through the extraction process, and we spent literally hundreds of hours making sure that everything was in place to be able to guarantee the consumer that ultimately, when they've got that fun or cup of coffee, in their hand, they're getting the same amount of pice-eat resveratrol, those back to the same amount of pice-eat resveratrol, that's in one capsule of vineyard. It's just a lot of work. I would say, going back to the theme, we've never taken the easy path as a company, and it goes back to my job description as Chief Human Utility Value Officer of the Plant Kingdom. We believe in what we're building a movement of change, that movement of change goes from supplements all the way through to in our CDMO business, taking on board other opportunities to really develop life-changing compounds from plants, which are going to be for the supplement industry, the nutrition industry, the cosmetic industry, and of course in the pharmaceutical space. I just want to come back to, we talk coffee, we then move to teas. Yes. And so the teas came along because consumers basically set us, wow, it's amazing what you've done in coffee. Why don't I have this in tea? And then I literally, I looked at the numbers, literally 160 million Americans drink tea every single day. It's crazy. Some of that is iced tea, but a lot of hot tea, and specifically for those younger demographics, the coffee and the tea are really important ways for them to be able to have that additional supplementation. So again, we went and we, back to the consumer, the consumer was looking for organic teas, we have organic teas. The consumer was looking for sustainability. Sustainability is so important in everything that we do, and it's at the core of our technology. So we needed to make sure that we were really had best-in-class sustainability from a sourcing perspective on the tea side, and everything that we have is rainforest alliance certified. So basically is going through the best sustainability practices. And then again, making sure that we had that one equivalent of one capsule of vineyard together with the teas. We have an English breakfast tea, a signature green tea, a matcha green tea, which is a growing segment. And then for those people that don't want any caffeine, we have a cranberry harbiscuit tea, which is actually our best cellar after our variety pack, which is a combination of all of them. So that's the coffees, that's the teas. And I guess the one we're going to be launching in the market very, very shortly is our 2x formula 2. And this came from those super active consumers where we have a younger consumer base. Many of those people are athletes, right? And we started to do some work with athletes, and we saw that with athletes, one capsule of vineyard, obviously the benefit of blood flow was great, but we saw anecdotally improved overall their ability to deliver the results that they wanted to deliver. They saw an improvement with 2 capsules of vineyard. Well, I was actually just going to ask for certain populations, is there a compounding effect, or is there diminishing returns if you take three or four? Well, just speak because, because you're, so firstly, everybody's different. Yes. And so our clinical trial is based on one capsule of vineyard every day for 90 days, right? But some people, based on their differences, they may require up to two capsules a day. That's what we found specifically consumers that are slightly on the younger spectrum. So we developed for those super active and we're talking specifically more, also athletes, a chew product, which we call our 2x formula, which has two capsules of vineyard inside every single chew. And this is informed sport certified. So it's third party certified by informed sport, to make sure that we're passing that. Yeah, look, we're very serious about, you know, for athletes giving them a solution because anti-doping laws are very serious for athletes, whether it's NFL, NCAA, NBA, we need to make sure that if they're taking our product to, to help improve, increase the nitric oxide and to improve blood flow, that it's not going to get them into any problems. So we are third party certified by informed sport. Every single batch has to be tested and certified that it does not contain any ingredients, which would, which would violate any of the anti-doping regulation. So that's, that's the portfolio that we have in the world of red grape cell. And I'm very excited to share with you that we are going to be launching a second super compound next year anchored in olive cells, which goes back to the power of the Mediterranean diet. And our, our olive cells, we go back to mirror and magnify. And I have some actually, I brought some cells for you for the podcast. These are some of our olive cells. You can actually open it and smell the olive cells. And so we're now growing this in industrial scale. Yeah. So these are, these are from the Petri dish. This, no, in fact, these are grown in large-scale bioreactors. We're now fully, you know, we've, we've scaled it. We're now going through all the appropriate clinical trial program. And then what would be the compound? The compound. So this, what we've done, go back to mirror and magnifying, we magnified a molecule called Viboscuside. And Viboscuside is one of the most potent polyphenols from the olives. And in each 100 milligram of this material, it's the same amount of Viboscuside as approximately two liters of olive oil. Importantly, we're focused on liver health. So we've done our, our first set of in vitro trials, which we actually announced to the market about six weeks ago, where we demonstrated in human liver cells the ability to significantly reduce the fat levels. Now NARFLD is a very big, non-alcoholic fatty liver disease is a, is a very big challenge for, you know, today more than a hundred million Americans. And so we're now going down the path with this particular compound to work through the next stages. And then we will figure out how we bring this to market. But we're really focused on liver health. We see this as a very, very big opportunity to improve the overall health and wellness. So really being able to support a healthy liver as people again go through that aging lifestyle, a part of the life cycle is going to be very important. You can tell me what you're allowed to tell me, but have you thought with this technology and this process and the way that you figured this out, have you thought about future health needs that you could be solving? So we, everything goes back to the North Star of the company. And my job description we talked about before, the North Star of the company that we live and breathe by is to discover, develop, manufacture and democratize life-changing compounds from plants that change the lives from a health and wellness perspective of hundreds of millions of people improving the health and wellness of hundreds of millions of people. But importantly doing this in a way that protects the environment, the planet for generations to come. So we made a big decision. Everything as a company, everything we've spoken about up until now, everything related to our vineyard, superfood and olives that are coming in the future is related to our direct to consumer business. We don't sell through any retailers, after 18 years of coke, I had enough of retailers running a large company in the US. I used to be on a plane every quarter going to see all the major retailers. This time I want to build a direct to consumer business and it was a gift because today we have more than 50,000 active subscribers on vineyard and having that direct relationship with the consumer to gift because of the feedback you get on how the product is really changing their lives. But we realized we were not as a company going to be able to deliver on the North Star of the company of positively impacting the health and wellness of hundreds of millions of people by our direct to consumer business. Even if we scale that across, we'll continue to scale this business on going into more markets. Our next, we're regulated, obviously in the US, in Israel, we have a regulatory approval already in Canada as well. Next market will probably be Japan, but we're not going to get to the numbers and we live by changing the world. We're building a movement of change with this technology to really change the world. And so we decided to open up the technology to be able to partner with other giants of industry to be able to utilize the power of our technology. And we developed early, first quarter last year, we started a CDMO business. What does CDMO stand for? Contract development and manufacturing organization. So Scott, what this means is that today we're working with some of the giants of industry. We're talking about pharmaceutical companies because many companies, nutraceutical and nutrition companies. And we have a process whereby you go from plant to final compound. It's a two year R&D process. It costs anywhere between two and a half to four million dollars in a milestone way. We talked about mirror magnifying multiply. We do the tissue culture work first. There's a fee for that tissue culture work. Once we show them the customer, the final composition, they lock it. We move to a phase two where we grow the cells in small bioreactors and then a phase three where we grow the cells in the large industrial scale bioreactors. And today we grow plant cells in the largest scale in the world. We have bioreactors of north of 1200 liters and we continue to scale higher and higher. And so that process is normally a two year process to go from the plant to the final compound out partners, i.e. our customers. They have all the IP rights to the composition. We obviously own all the IP to the technology and the manufacturing and the process. And we produce for them under a royalty based relationship from a scaling and manufacturing perspective. So we have two significant deals already that we I'm allowed to talk publicly about. One is with a NASDAQ listed pharmaceutical company where we're producing for them an enzyme which is for them is a very important, it's an enzyme obviously from a plant which is a very important part of a drug that they have. This particular enzyme is very challenged from a supply chain perspective, consistency, geopolitical, you name it, everything that you can be challenged in supply chain. So they came to us and said, look, we want to control our supply chain. We want to control our destiny. We understand what your technology can do and therefore we're now in stage one with this particular company and we're hoping to move to the next stage shortly with them. And then we have announced in December a major strategic partnership with the biggest sweetener company in the world, Tate and Lyle. And they're an amazing company that had identified a number of plants out there that they felt could be the next generation of non-nutrative natural sweetness. 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It's all partnership model. Look at the end of the day. There are amazing existing solutions out there, right? As it relates to key indications. Yes. We want to be the best partner for pharma. Literally, in the case of this, the one deal that I spoke about earlier, it's critical because ultimately you're utilizing a enzyme from a plant. You've got to have consistency. You've got to have consistency of supply. The world is changing. Every single day with the environmental change of climate challenges, it's impossible to get that consistency. Our technology is able to harness that consistency. Companies need consistency of supply. They can't have pressing changes all the time. They need to own their IP as well. This is where we play a very critical role. We believe that it's almost like going back to the future. We believe that chemical synthesis, that pharma, because ultimately pharma walked away from the plant kingdom, pharmaceutical companies walked away from the plant kingdom because they felt that with chemical synthesis, they didn't have to deal with the issues on consistency and economic viability where we started this discussion. But through chemical synthesis, they could take the most critical molecule and synthesize it in a lab cost effectively so they could get the economics right and they could own the patents. That has taken the world so far. There's amazing, amazing developments that in modern human lifestyles that have come from that process. Then you have biologics, the last 25 years. Thank God for biologics. There's some amazing biological therapeutic solutions out there in the market which are game changing and helping improve people's overall lives. But at some stage, you start to understand that the opportunities that you haven't been able to generate with chemical synthesis and with biological synthesis, because in some cases, you can't chemically synthesize certain molecules from plants. You have to go back to the plant kingdom. You have to go back to the future. That's why our technology today, with a critical bridge, we want to be the critical partner. When farmer do need to go back to the plants because the solutions ultimately are many often indications, as well as major indications that are not optimized. The solutions may very well lie in the plant kingdom, but there needs to be a technology. This is when you bring science and nature together. There needs to be a technology that's able to take and unlock the secrets of the plant kingdom using cellular biology to be able to produce with unique consistency, economic viability and patents so that we can be a critical partner to farmer for them to go and spend the millions of dollars as they need to do in clinical trials, going through the right regulatory processes, but we can have the right biological material that ultimately can deliver those critical next generation science-based therapeutic solutions. Where in the last 40-50 years, the plant kingdom hasn't really had the opportunity to have the large shine on it. We are shining the torch. Remember, I'm the CEO of the plant kingdom. We're shining the torch on the plant kingdom and we're also saying, look, we've got to be careful because as human beings, we're destroying that kingdom. Every single day, Q Gardens, who is the Botanical Gardens in London, Q Gardens published a 24 months ago where they talked about how many plant species are becoming extinct every day. What it means for the future of the next generation of therapeutic solutions, we've got a technology that can harness, can build cell banks of those critical phytomedicinal compounds of phytonutrients and so that they can be used in the future if God forbid they become extinct. There's multiple applications. Is that an exercise you're going through now? If there are certain plants out there that are so critical to the next generation of therapeutic solutions, this is a very real use case of our technology because once we create the cell banks, we never have to go back to the plants. So it's a very, very important use case or in some cases you have very critical plants out there which are grown in a very scarce, very expensive and ultimately go back to our North Star. We wanted to democratize all about democratization. I want to just pull out some last ideas for entrepreneurs that are listening that look at you and they're just thinking, this is an incredibly disruptive business, like hats off to you for taking this challenge on. If you were going to, if you were going to give some words of wisdom, if you were trying to do something that's never been done before, how should an entrepreneur approach a problem as big as this? I mean, I know you didn't start the company but now you've grown it and scaled it and you bet on it when you invested in it. Yeah, look, it's interesting because as I explained earlier, I found a company that was a gold mine of R&D. They just didn't know how to extract the gold and bring it to the market. So my experience 18 years ago, six years building together with two partners, a big data IoT and software company which we sold to ABMBF, that experience helped me in basically the commercialization, the bringing of the gold to the marketplace. But a couple of things when I stepped back and I looked at it with perspective. Firstly, as an entrepreneur when I came in, I just found the most amazing people and also going from high tech to biotech, it was like a massive cultural change for me. Okay, the DNA of people in biotech, I always said to my wife, I wish I would have done this 20 years ago because I have the privilege of working and the founders of the company and the people that have built the company are a group of probably the most tenacious of Israeli female biologists that just have dedicated a good portion of their lives to changing the world. And every day they come to work and no matter how tall the order of the biological challenge or scientific challenge, they've been able to figure it out. And I realized coming into this that wow, surrounding myself with such amazing people with such strong conviction on what they do every single day, it's infectious. You can see my passion is that passion is derived from them plus all the customers out there who see such a big impact and I get this through the reviews on utilizing our products. So this is the first thing, make sure you're going into a company where you really believe in the people and the people have just unique conviction. And then the second factor, and that's something that I've held in my career in every job, which has basically allowed me to have, thank God, good success in a career that I've been able to look back and be proud of is I call it end to end. You have to understand the business end to end. And often entrepreneurs, they choose one end or they choose the other end or they choose a swim lane. No, you have to understand every job in the company. And in the last five years, right, I have spent enough time in every sections of the company where I can maybe not understand everything, but Scott, I can appreciate the jobs. I understand the roles. I understand the critical parameters. I can have the dialogue with one of my team members in our biological facility. I can have this dialogue. I can talk to him about the critical elements that he or she is doing in their role all the way through to be able to dialogue and challenge the top PhD plan cell biologists. And that end to end, it's a it's a compromise because it takes a lot out of you, but I don't think there's any chance for entrepreneurs to be successful without all the luck you need. And, you know, luck and and muzzle is equal in every respect. You have to have that end to end deep, deep knowledge and appreciation. And that then helps you also engender the commitment of people. One thing that I've noticed about you in particular is you're so passionate about what you do as a CEO. I think that's also something that I don't know if you're aware of how I've not a lot of CEOs. I think that you live end to end because I can tell how into the weeds and into the science you are. Not every CEO is as into the science as you are, but we're talking before press record about how not I don't know if it's open sourcing, but also it's like what was it? How do you describe the acronym that you mentioned? CDMO, CDMO and the CDMO. And you open up the technology to other companies. It reminds me a lot of what Elon Musk did with his electric cars and how he open sourced all the plans to anybody who wanted to build electric cars because he had a big mission. So you have big mission, but you also evangelize that mission because and similar to Elon Musk, he's a he's a big evangelist of his own mission. But also he can have educated conversations with anybody in his company about them building that rocket or them building those solar panels or them building that color. He gets into the weeds and he can have those educated conversations. So he's not only passionate. He not only cares about a big mission, but he also he's also able to have these conversations in depth with the people that work around him. And I see a lot of those similar traits. I'm very humbled by the comparison. We have a similar name. We're both born in South Africa, but the comparisons that you've drawn. I'm truly thank you. I'm truly humbled. But I recognize that. And I'm starting to see why that makes you why you're successful. I think that those are ultimately like if you look at Elon's done like everything he's doing is building movement of changes. And I think it's all driven by changing the world and leaving the world in a better place for generations to come. And ultimately you know I felt when I came into this company at the age of 46, I'm now 51. And I think I'll do this for as long as I can possibly do this because I love what I'm doing. We're building a movement of change. We're trying to change the world and leave a legacy. Leave a legacy. You know I have a 19 year old, a 16 year old, two boys and a daughter of 13. And I often say to my wife like if I was like you know 20, 28, 29 all over again, would I want to bring three kids into this world? And this world today is a very, very challenging world for many, many aspects. Politically, yep, you know, just look at it on a basic level. You have 8 billion, 9 billion people, soon 10 billion people in the next 20 years. How are we going to feed ourselves? So if we're not leveraging the power of these kind of technologies, same way Elon's thinking about this in the context of he's world, if we're not thinking about it now, how are we going to feed ourselves? How are we going to make sure that where we have all the required phytonutrients? Are we healthy? And in order to have better health and wellness, as it relates to what we consume, as it relates to the next generation of therapeutic solutions, how do we make sure we do this in a way that's sustainable? I mean in each one of our bioreactors, every time we produce our red grape cells, each bioreactor is basically producing the same amount of pice-eat resveratol as about 7 to 8 acres of land in a three-week period. So we're utilizing a micro-fraction of the land, we're utilizing a fraction of the water and the fraction of the energy. We have to, as human beings today, we have to leverage our knowledge of science with nature to be able to optimize the scarce resources that we have and protect those resources. Because if we don't do it, what's going to happen to our children? What's going to happen to our grandchildren? And I don't think enough people today are living outside of the now. And I understand that because it's not easy to function in this world, you're always thinking about now, but we have to be thinking about generations to come. And governments have to be thinking about generations to come. But you know, we all know that that's pretty challenging right now. They move slow, they move slow. So entrepreneurs, you know, like the Elon Musk and the little entrepreneurs, like me, you know, this is why we're all trying to drive these movements of change. But the world's different today because in our movement of change, every single one of our, you know, in the case of the US, 50,000 active subscribers on VINIA and growing 1,000 every month, they're members of that movement of change. They're building that movement of change. Every time they talk about what the product does to them, bringing new people, we're building this movement of change, one customer at a time, our retail investors are helping us build the movement of change. The world is changing. And this is what we've got to do. We've got to build these movements of change that impact people's lives so significantly because we've got to leave legacies, ultimately it's about leaving a legacy so that we leave the world in a better place for generations to come. What's the legacy you want to leave? Look, I go to bed at night with this technology, you know, a CEO, well, the CEO of BarHav has answers or chief human utility value of the plant kingdom. I go to bed at night saying, don't mess this up. You've got a gift from God, a real gift, 17 years of amazing females, scientists, Israeli tenacity that has got us here, don't mess this up. You've got to make sure that you scale this technology. You've got to make sure that you give this technology to major companies out there to be able to develop those life changing plant compounds out there. And one piece that we work so hard at is the economics. You know, our facility today in Israel, it's a facility that costs us five million dollars to build this facility. This facility can produce 25 tons of our vineyard red grape cell powder. Based on what we sell it today in the marketplace and our major package, which is 99 dollars for a three month subscription, that gets us to about a revenue of about 65, 70 million dollars. And you're on a five million dollar one time capex. That's software economics in biotech, which is why I like to call ourselves fast. In America, you say fast, where I come from, it's fast, but fast biotech. And what this allows me to do, go back to what I live in bed at night, thinking about is ultimately we spent the last 18 months digitizing our facility, digitizing every single biological metric of all of our, you know, 130, 440 plus biorectors that we have on the floor at any time. There's no other facility that's growing plant cells at such an industrial scale in the world. And I know that by building the digital blueprint, we can copy paste. We can scale this. We can scale this to have bio manufacturing plans in every continent and then in every single country because that's the challenge. This is amazing technology out there. Many companies have amazing technology, but the numbers are the other way around. It's like 65 million dollars in capex. And at your first year, you're making five million revenue and maybe it takes you five years to get your pay back. No, our technology, the technology that we've developed allows us to go back to the North Star, allows us to democratize, democratize these plant compounds. And that's the legacy that I want to leave. The legacy is to develop whether it's five or ten life-changing compounds from plants that affects the lives of hundreds of millions of people. And doing this in a way that we leave the planet in a better place for generations to come. Where can people find out more, where can people purchase, subscribe, follow, see all the new things that you're eventually going to put into the market? So if people are interested in vina, I encourage them go and look at vina.com, go and read out more than 9,000 verified reviews. It's just vina.com. Also, if people are crazy at Amazon, you can go and buy us on Amazon. You know, we have a really good presence on Amazon and you can buy our coffees on Amazon as well as our teas similar on our website. So that's in the case of vina. In the case of understanding more about BiHARV as sciences, we're listed on NASDAQ. Our ticker is b-h-s-t, b-h-s-t. And you can go to BiHARVS.com. You can also reach out to me, elanadbahavis.com. If you're interested, I have a service level agreement with all my, all our customers and investors of a 48-hour turnaround in response. That's pretty good. Again, we're building a movement of change. So people bother to reach out to you. You want these people to come onboard the movement of change. It's only respect to respond like this. I do my best. Sometimes things slip through the cracks. I'm only human. Or you can contact Justin, J-U-S-T-I-N at BiHARVS.com. He heads up our investor relations. I want just to close this out. You've given over so much. I think there's a lot of people to understand if they have not really thought about the health benefits of what this can do for them and how it can change their life. But if you want to just leave the audience, the audience loves obviously health, wellness, innovation. This is what you're speaking to. It's like right up your alley. Some last words of wisdom. So talk to them about what they should focus on in the future of their health, but also maybe just tie in for the entrepreneurs some final words of wisdom about some of the innovation. They should be excited about or that they should even think about building themselves. Like, what does the world need to think about in terms of health and wellness and innovation from somebody who lives this every single day? Well, that's a big question. It's a very big question. So let me first go back to people in the context of health and wellness. The most important thing is know. Today the world is so open and your access to information is so much easier. And I would say to you that you need to know and understand what different health and wellness solutions you're using and consuming. So we talked a lot today about solubility. Is it going back to? Is it soluble? Is it bioavailable? Are there clinical trials behind it? Their world is so open you have access to so much information. So I think it's really, really critical. Ultimately, we're all trying to do the best in order to optimize the time that we have on this planet. And in that context, it's so important to put the time into learning about the companies, put the time to learning about the technologies. And if it works for you, because the companies are doing all the right things as it relates to ensuring that they are really delivering life-changing compounds to you, become a partner in their journey, help them build a movement of change because those companies that are trying to build things the right way, wow, it's a heavy lift, right? It's a heavy lift. And you know, I appreciate you you're saying you're seeing the passion that I have, but I have the passion because I have the conviction and I have the passion because I've seen the impact of this technology and therefore it becomes infectious, right? It becomes in a way as sickness because you realize that you have the ability to drive such a magnitude of impact on people's lives. So how can you walk away from that, right? And then as entrepreneurs, look like nothing's easy. And I always say like honestly, every day I kind of count how many times I had to climb up Mount Everest in the back. And some days you kind of get to like base camp and you have to climb to base camp sometimes, you have to feel like you're really climbing to the top. And it's hard to build amazing people around you, like I'm so lucky in this company that I've been able to build a dream team from the two co-founders, Dr. Jochichagai, Dr. Zakirakib, just amazing people with great maturity, great professionalism. I'm surrounded by, you know, in biotech or as I call fast biotech, age is everything. Age is everything. I mean, I have some technicians that are in the early 70s. I'm begging, I'm like, you're not retiring. You have a job here until, until whatever, right? You have a job here because the skills and the knowledge, knowledge and experience is everything. And coming from high tech at the age of 45, I was the oldest guy in the company. But I felt like a babysitter, babysitting all the, you know, the engineers, the computer engineers. And so, you know, surrounding yourself with experience, quality people that have souls that I have such great conviction to do what you're doing. And then making sure that everything you do every day, you try and do things the right way. Do things the right way from a moral compass perspective. I think you have the best chance of success. It's not guaranteed, but you have the best chance of success. But don't underestimate those things because those are the building blocks. I think they're the building blocks of great people, great teams. And ultimately, hopefully, what will be legacy companies that have really leave a grandstand of a mark on the world by making the world a better place. And ultimately, driving transformational human utility value. First, before she'll hold a value. All right. And that, I believe, if you really believe in that order, that sequence, I think, and you surround yourself with the right people. And you believe in the power of experience. I think we have a much better chance of success knowing that success is like climbing Mount Everest and back. And you're driving movements of change, you know, I don't know, it's probably a hundred times. And you can't ever get tired, right? So you have to have the virtual cycle. We're so blessed in our company. Honestly, there are days where I lie in bed and it's been a horrible day, tough day, but I lie in bed and I read the customer reviews. And I have the energy to get up in the morning and to just do it again and figure out a solution.