And you nailed it. Thank you. The areas of the Southeast I think we talked a little bit about earlier in the year where we purchased a third-party master distributor back in central Florida, we took that over that area has been seeing tremendous growth for us long-term right. If you just think about the, the migration of people from the Mid-Atlantic of the east coast and Northeast that moved into the Southeast, to the Carolinas, through Atlanta all of those Southeast areas, these are really high growth areas for us, where the brand transcends the brand is known. And like you said, it doesn't happen every night, but it is once the flywheel has started begins to occur and build upon itself, we're seeing a tremendous growth in Texas. We're seeing tremendous growth in the Midwest or expansion there. As just a starting point for us entering one of the largest Salter snack, mark it's in the country. And we spoke about going after large metropolitan areas with a lot of individuals, a lot of consumers, for us to go after that is an area that we'd see tremendous growth in. So if we were to pull up the, the IRI and the, and the retail share data in Chicago, in the Midwest, we would see significant growth there and really into the West, like our C store business that we've been really building into the west where there's just a tremendous amount of white space brands, like Lux brands, like zaps are seeing tremendous growth there. So as we look across the portfolio of our brands that, that very large let's brand is seeing a nice, mid, single digit growth. We're seeing zaps grow at like 20% plus we're seeing on the border grow tremendously. So a lot of those power brands are just resonating with consumers, and we're backing up with the marketing span, right? Spend more on marketing in QT than, that we did last year. And, we're trying to think long-term about brand equity. And we know that that white space where IRI, retail share perspective, and we're trying to invest behind that with a very long-term lens on, on growth and opportunity, because we really do think that there's just a abundance of geographic areas that we can grow into