GUADALUPE, CA - With more and more companies getting behind the meal kit delivery game, including Albertson’s just-announced acquisition of Plated, it's safe to say the trend is here to stay for at least a little while longer. Now entering the ring is Apio™, producer of Eat Smart® fresh-cut vegetables and vegetable salad kits, launching its innovative EatSmartatHome.com online home delivery service.
“Eat Smart is committed to making it easy and delicious for consumers to eat vegetables every day, and our industry-leading online home delivery service, EatSmartatHome.com, provides people who live in geographic areas where Eat Smart products are not currently offered with a convenient way to access our produce,” said Molly Hemmeter, President and CEO of Landec Corporation, Owner of Apio and the Eat Smart brand. “The home delivery service also makes it easy for consumers to ensure fresh vegetables are available in their homes at all times. The site offers a broad assortment of vegetables that are washed, trimmed, and available throughout the year, with unique recipes on the package or the website to make vegetables taste delicious. By ordering directly from EatSmartatHome.com, shoppers can enjoy easy and delicious ways to include vegetables at every meal.”
Through the new service, Apio will be offering Eat Smart vegetable bags, trays, and salads through an online shopping experience; first to select Western states. Delivering directly from Apio headquarters in Guadalupe, California, consumers will receive their product shortly after harvest, according to a press release, allowing for nearly two weeks of remaining refrigerated shelf-life. The home delivery service also combines Apio’s patented BreatheWay® packaging technology, further extending freshness and shelf-life.
Additional details about the new EatSmartatHome.com include:
- Will initially serve specific zip codes on the West Coast, including all of Nevada and Arizona; most of California, Idaho, and Utah; and parts of Oregon, Wyoming, Colorado, New Mexico, and Texas.
- Consumers will receive their fresh products within 72 hours of being washed, trimmed, and packaged
- Products are offered throughout the year, allowing consumers to receive the fresh vegetables they want–when they want them.
- Products are delivered in a box with insulation and ice packs that are 100 percent curbside recyclable.
- The site currently offers 24 packaged vegetable products to meet a wide variety of unique tastes, and plans to offer more products in the months ahead.
- The site currently includes broccoli florets, cauliflower florets, Brussels sprouts, green beans, snow peas, snap peas and slaw products, cauliflower rice, an array of salads, including vegetable salad blends, multi-serve salad kits, single-serve salad kits, single-serve Salad Shake Ups!™, and Eat Smart vegetable trays with dips.
- The site will offer Eat Smart items at suggested retail price, with free shipping on purchases over $30.
“Eat Smart products have always been on the forefront of meeting consumer needs for great-tasting, fresh, and convenient vegetables,” continued Hemmeter. “Earlier this year, Eat Smart became the first brand in the packaged non-organic vegetable category to launch a 100% Clean Label initiative, representing its commitment to ensuring all products will be free from high fructose corn syrup and hydrogenated fats, as well as artificial colors, preservatives, flavors, and sweeteners. Today, we are delivering the ultimate access to fresh nutrient-rich vegetable products that taste delicious and consumers can feel good about putting in their bodies and serving to their families.”
Apio encourages you to check out the site for yourself, so get on www.eatsmartathome.com and start clicking! Then–start eating!
CORAL GABLES, FL - 30,000 bananas, 26.2-miles, and a whole lotta Marines—these three ingredients make up this year’s Fyffes-fueled Marine Corps Marathon in Arlington, VA. For the fifth year running, Fyffes will be donating 30,000 bananas to participants who cross the finish line of the marathon event, also encouraging runners to compost their peels in the Fyffes composting bins located in the MCM Finish Festival.
Fyffes says it plans to also ignite the running community through the launch of the ‘Fuel with Fyffes’ campaign—an interactive social media initiative spurring marathoners to share training trips to best prepare participants for the 42nd running of “The People’s Marathon.”
“Over the last few years, we have provided Fyffes bananas to all Marine Corps Marathon participants to refuel with the nutrients necessary to recover from a grueling 26.2-mile journey,” said Marion Tabard, VP of Marketing for Fyffes North America. “And this year, in addition to race-day replenishment and composting stations, we’re connecting with MCM runners before the race through the ‘Fuel with Fyffes’ campaign to unify and inspire the running community to Discover More ways to reach the finish line!”
Over the past five years that Fyffes has provided bananas to the Marine Corps Marathon, the company has provided a total of more than 150,000 bananas to runners crossing the finish line. Considered one of the largest marathons in the world, according to a press release, Fyffes has been planning its efforts for this year’s event well in advance of the October 22 Marathon day, prepping an interactive pre-race campaign on social media that encourages runners to maximize their MCM experience by sharing marathon-training tips.
Runners of all levels of experience are encouraged to join in on the conversation, and Fyffes will lead the discussion based on the following weekly themes:
- Week 1: Discover Your Rhythm: Share your inspirational workout song lists
- Week 2: Discover Your Path: Share insight and recommendations on running trails
- Week 3: Discover Your Stretch: Share your warmup routines and best practices
- Week 4: Discover Your Speed: Share recommendations for training and race-day shoes
- Week 5: Discover Your Gear: Share recommendations for training and race-day gear
- Week 6: Discover Your Morning: Share training and race-day banana-infused recipes
- Oct. 22: Marine Corps Marathon Day!
“MCM runners will enjoy fueling up at the finish with a banana from Fyffes,” said Marine Corps Marathon Director Rick Nealis. “It’s a great partnership that brings social media energy before the event and composting efforts to benefit the environment after the run.”
Participants will have the opportunity to win marathon-ready and runner-approved prizes to help prepare for the 26.2-mile expedition. Runners—both experienced and beginners—are encouraged to share their tips and recommendations and join the conversation on Fyffes’ Facebook page.
To learn more, visit www.Fyffes.com and www.MarineMarathon.com, or visit Fyffes social media pages, including Facebook, Instagram, Twitter, and Pinterest.
HOUSTON, TX - As time-saving and differentiation continue to be at the forefront for foodservice and beyond, Sysco is looking to bolster its offerings through its own Cutting Edge Solutions platform. The company has announced a slew of new products to go be launched nationwide this month.
“Cutting Edge Solutions offer our customers a variety of innovative products and solutions to better meet the needs of the competitive foodservice industry,” said Brian Todd, Senior Vice President of Merchandising. “From on trend and better-for-you menu solutions to labor-saving and more profitable options, Sysco stands committed to being our customers' most valued and trusted business partner.”
The news comes on the heels of Sysco’s partnership with Bill Gates-backed, plant-based product maker Beyond Meat® to offer its Beyond Burger™ in restaurants last week. In addition to that venture, it is releasing the following:
- Sysco Imperial Fruit & Vegetable Juice Concentrates
- Ecolab® Duraloc™
- Sysco Imperial Clean Cheesecakes
- COLEMAN® Organic Chicken
- Fire River Farms Grass Fed Beef Patties
- Premier Gold Natural Wild Caught Gulf Shrimp
The company said in a press release that the product concepts are designed to help Sysco’s customers in a constantly-evolving industry differentiate and grow their businesses.
Developed by Sysco and sourced from leading and up-and-coming suppliers, extensive research was invested to introduce concepts both distinctive and relevant to consumers. Spanning plant-based and sustainably-raised proteins, to natural ingredients and everyday favorites free from artificial additives, Sysco said that its Cutting Edge Solutions’ portfolio is designed to assist customers in a constantly-evolving industry.
And there is more to come, Sysco said, with the next launch already aimed for early 2018 and new product ideas in continuous development. As more innovations are born to consistently meet evolving demands, keep checking in with AndNowUKnow for all the latest.
BOISE, ID and NEW YORK, NY – Albertsons is making its way into the increasingly sought-after meal kit market; the retailer announced this week that it has made arrangements to acquire meal kit service Plated. According to a company press release, the move will advance a shared strategy to reinvent the way consumers discover, purchase, and experience food.
“Today’s consumer is looking for a variety of personalized shopping alternatives, and this transaction is the latest example of Albertsons meeting our customers wherever and however they like to shop,” said Bob Miller, Chairman and CEO of Albertsons Companies. “With Plated, we’ve found a partner who shares our commitment to delicious, affordable food; superior technology and innovation; and world class customer service. Plated knows its customers better than anyone, and together we will accelerate our ability to serve them. We are excited to offer our customers more online options and fresh, quality ingredients, along with distinctive recipes at their doorstep or through traditional shopping trips.”
By acquiring Plated, Albertsons is adding new technology and data capabilities. The company noted that the move will also be a strategic step as it continues to focus on innovation, personalization, and customization. Together, Albertsons and Plated—now a wholly-owned subsidiary of Albertsons—hope to leverage their diverse and complementary strengths to serve customers in a way that appeals to the evolving lifestyles and food preferences of people across the country.
“Joining Albertsons Companies presents an amazing opportunity to accelerate our positive impact on the future of food in America by making fresh, delicious food more widely available,” noted Josh Hix, Co-Founder and CEO of Plated. “Albertsons is at the forefront of the changing food and grocery landscape with their customer obsession, their large national store footprint, and their exciting plans for the future of the grocery store. We’re excited to be partnering with them to shepherd our growth while preserving the unique strengths that define Plated today.”
Through the merger, Plated hopes to benefit from Albertsons' resources and national reach, leveraging Albertsons' more than 2,300 stores to scale its business and improve its customer experience with new offerings. Plated’s new ownership is expected to allow the service to expand beyond its existing subscription model by offering Plated meal kits at many Albertsons store locations, across the retailer’s digital channels, and through a variety of distribution options—thus providing the flexibility, convenience, and access to high-quality, fresh ingredients, and chef-designed recipes that customers are looking for.
“There’s tremendous upside for Plated’s customers whose experience with our brand will only get better,” continued Hix. “As meal kits continue to gain traction in the marketplace, we believe the winning formula combines choice, flexibility, culinary expertise, and the ability for customers to buy across channels–all of which we are now singularly positioned to deliver in collaboration with Albertsons.”
Plated’s marketing and acquisition efforts will also benefit by gaining exposure to Albertson Cos.’ 35 million customers per week. Under the terms of the agreement, the meal kit provider will continue to operate as a distinct consumer brand with its own leadership team led by Hix. The company will continue to be headquartered in New York City, with fulfillment centers across the country.
Will this acquisition give Albertsons a competitive edge as competition across the grocery landscape continues to escalate? AndNowUKnow will continue to report.
WENATCHEE, WA – Organics are on the rise my friends, but I do not think you need me to tell you that. One of those companies continuing to make strides in this sector is Stemilt, a company committed to flavor, quality, consistency, and diversification.
Twenty-eight years ago, Stemilt Founder Tom Mathison began transitioning significant acreage, primarily the Golden Delicious variety, to organic production, making Stemilt an early leader in organic apples. Since that time, organic apples have become and industry leading category across retail and foodservice spreads.
“My grandfather would be amazed by the flavors we are growing today,” said Director of Sales Tate Mathison, and member of his family’s fifth generation of farmers. “Honeycrisp, Pink Lady®, Gala, Fuji, Piñata®, and SweeTango® - many of these apples weren’t grown back in 1989, yet alone grown organically. This surge of flavors is exciting for our Artisan Organics™ program, and most importantly, for organic shoppers as they will have more access to their favorite varieties organically.”
Currently the company has invested in organics with nearly 30 percent of its entire apple crop grown and certified as organic this year, according to a press release. Even more acreage is currently going through the three-year transition process, providing increased supplies to meet demand in the near future. Perhaps more exciting than Stemilt’s volume increases in organics is the varietal mix of apples that the company is farming organically.
When comparing the 2017 crop year to last year, Stemilt will see a 55 percent increase on its total organic apple supply when comparing the 2017 crop year to last year, and with a 250 percent increase in organic Honeycrisp volumes. Organic Fuji is up more than 90 percent in volume, and Stemilt’s signature variety, Piñata®, is expected to have an organic volume increase of 60 percent once it harvests. Pink Lady® and Gala volumes have also increased organically, each by more than 30 percent.
“Our organic growth is centered around growing apples with flavors that delight shoppers. Organics are booming across grocery, and apples are among the top three organic fruits for the produce department,” Roger Pepperl, Director of Marketing shared. “Growing modern apples like Honeycrisp organically allows us to help retailers cater to their best customer in the produce department, the organic shopper, and do so with our high standards of ‘world famous’ fruit.”
Apple harvest is underway at Stemilt and the surge in organic volume is already making it possible for retailers to promote organic apples in a bigger way than ever before. Pepperl said that running feature promotions on bulk organic apples, including Gala, Fuji, Pink Lady®, and Piñata®, will be key in driving organic apple sales growth in the late fall and winter months. The 2017 crop will also have more opportunities to promote small-sized fruit, making it a great time for retailers to promote intent to parents and kids through Stemilt’s 3lb. Artisan Organics™ Lil Snappers® apple line-up.
“Lil Snappers® kid-sized apples have taken off for many retailers, so much so that they are now an everyday item. The increased organic volumes at Stemilt will now allow retailers to promote this well-known brand organically. The package size of three pounds matches perfectly with shopper trip frequency and household size. Most importantly, it ensures that more fruit gets sold to the largest produce purchaser at your store–the organic shopper–and then eaten by the next generation of produce shoppers,” Pepperl stated.
As we look to the future, organic growth won’t slow at Stemilt, and the company has more acreage in transition to organics, hoping to not only offer shoppers more supplies, but also increased availability year-round.
“Our long-time leadership in organics has positioned Artisan Organics perfectly to meet the increasing consumer demand for flavorful organic apples,” Pepperl added. “We’ve been growing and learning about organics for nearly three decades and that experience is helping us bring these new star apples to grocery stores organically, and with exceptional flavors.”
Organics are going to be making more of an impact than ever before and Stemilt is one of those companies leading the charge across all segments. As we look towards fall, stay tuned to AndNowUKnow for more updates on Northwest treefruit supply and demand.
FRESNO, CA - A group of California farmers have spoken on Governor Jerry Brown’s proposed $16 billion WaterFix plan, and the result may mean the project will be halted.
WaterFix, which would help fund two massive water tunnels, is the Brown Administration’s attempt to modernize California’s aging water infrastructure. However, this group of farmers argued that the plan was not only too expensive, but also did not adequately fix the issues they were most concerned with.
According to a report from the Associated Press, Westlands Water District’s board voted 7 to 1 on Tuesday to withdraw its participation from the project following an over hour-long discussion with a group of California farmers. The farmers, largely unidentified by the report, told officials they'd prefer seeing money spent on capturing Californian's storm runoff and replacing leaky toilets as ways to ease the demand for delta water. Other critics were also in tow to argue that the project will dry up California’s wetland and will harm native fish.
William Bourdeau, Executive Vice President at Harris Farms and a Westlands board member, told AP that the economics of the project “didn't pencil out” and that it could not guarantee consistent water supplies over the long-term. "We would be obligating hundreds of family farms," Bourdeau said. "That doesn't make economic sense."
Westlands Water District’s vote is the first of many by California’s largest water districts, and this withdrawal marks the beginning of what could be a long and difficult battle by Governor Brown to pass WaterFix. He, along with other backers of the project, says the tunnels will stabilize delta flows, bolster endangered fish, and ensure a reliable water supply.
"Failing to act puts future water supply reliability at risk,"John Laird, Secretary of the California Natural Resources Agency, said in a statement. "This vote, while disappointing, in no way signals the end" of the project known as WaterFix.
This is just the first of many in the steps it will take to prove an end or a beginning of the WaterFix plan, so keep looking to AndNowUKnow for continued updates.
GREENFIELD, CA – King City-based California Orchard Company and The Salinas Land Company are celebrating their 100-year anniversary. The two companies are celebrating the auspicious occasion with their Salinas Land Co. and California Orchard Company Centennial Celebration held September 22, 2017 from 11:00AM to 4:00PM at the the Los Ositos Vineyards.
“Not only are we celebrating 100 years in business, but the livelihood this land has provided to those that have worked it, those that were fed from it, and the owners and farmers that have sustained it,” Nikki Rodoni, Founder of Measure to Improve shares. “Sustainability in achieved through a balance between what I like to call the three Ps: People, Planet, and Profit. The Salinas Land Company and California Orchard Company have truly impacted sustainability as stewards of the land today, tomorrow, and for the industry. This event brings to light a real life example of what it means to be sustainable. Every detail of this celebration has been taken into consideration and is tied back to the people and the land that have been the foundation for these two companies' vision. That passion, awareness, and gratitude are the reasons why such an impact can be made in sustainability.”
The two companies noted, in a press release, that their shared history stands as a testament to the land, the three families and shareholders who farmed it, and the land stewardship that has sustained the property since 1917.
In 1917, Abe Hobson, C.C. Teague, and John Lagomarsino founded The Salinas Land Co. and California Orchard Co. Today, the founders’ families still own the two companies along with other shareholders, and have harvested table grapes, apricots, walnuts, pink beans, sugar beets, peaches, wine grapes, and various row crops over the last century.
A commitment to sustainable agricultural practices, strong family leadership, and support for the community have been the constants in the companies’ 100-year history, the two companies noted in its press release, and these ideals have had a profound impact on agriculture in the Salinas Valley.
The two companies’ Centennial Celebration will bring together board members, growers, dignitaries, media, and guests on the land that has supported the livelihood of many over the past century. The event aims to recognize and celebrate their past achievements, current contributions to the community, and the long-term sustainability of the land held by the two companies.
The Salinas Land Co. and California Orchard Company Centennial Celebration will take guests on a “Journey Back in Time” tour of the properties via bus before arriving at the Los Ositos Vineyards for a lunch featuring produce grown on the company grounds and wine made from the grapes grown on the surrounding vineyards. Butch Lindley will serve as master of ceremonies, and the event will include the unveiling of a documentary video summarizing the 100-year history, recognition from several state and local officials representatives, the sealing of a time-capsule, and a scholarship award presentation to Sean Nunez, a member of the King City Future Farmers of America (FFA).
Sponsors for the event include Susan and David Gill, G&H Farming, Measure to Improve LLC, Constellation Brands, McIntyre Wines, AndNowUKnow, and Turrentine Brokerage.
For more on all things produce, stay tuned to AndNowUKnow.
CANANDAIGUA LAKE, NY - Innovation is the name of the game in the organic sector, and Wegmans is playing it in spades. Following the suit of Costco, the company was recently highlighted in local source Democrat & Chronicle for its organic farming program. In the initiative, the company uses a 168-acre testing ground looking for “old” solutions to take farming back to basics, producing food as it was grown hundreds of years ago without any artificial compounds, then sharing breakthroughs and collaborating with grower partners to make their ventures more financially viable.
“This is innovation to commercialization,” said Nate August, Wegmans’ Organic Farm and Orchard Manager, according to the source. “We’re finding something that works for our customers. We're essentially handing (our partner farmers) a new enterprise and saying, 'This is something you can do.'"
The endeavor started in 2007 with a 50-acre plot of land, and today the company operates a sizable 168-acre farm, which produces grapes, apples, wheat, and strawberries, among other crops. The company is exploring ideas such as biodynamic farming to prevent disease and raise quality. The company hopes to break pest and disease cycles naturally, and allow soil to rejuvenate without sacrificing quality or flavor.
The experiments are well documented and perfected, then offered to local farmers in an effort to reinvigorate organic methods, which have otherwise been slow in the uptake, and costly to sustain.
Looking at the long-term future, organic methods could become advanced enough to eclipse the costs of conventional farming, said August—the costs of raising organic bok choy, a leafy green vegetable, at the farm are already competitive with the product’s conventional counterpart, according to the source.
How will retailer innovations continue to push the industry forward? Stay tuned to AndNowUKnow as we continue to report.
BROOKS, OR – Curry & Company has announced the return of a familiar name to the company’s management team; the company has announced that Trish Lovell is joining the Curry & Company team as Executive Director of Sales, leading the produce provider’s Vegetable division.
“Curry & Company embraces the value of quality, service, and relationships that have led to their 50 years of successful operation,” stated Lovell in a press release. “Their commitment to traditional values, while being a dynamic, creative, and a fast-moving organization embodies what’s needed to continue to best serve our customers”
In her new role, based out of Brooks, Oregon, Lovell will provide strategic leadership and future direction of conventional and organic onion and potato sales both domestically and internationally. Additionally, she will play a key role expanding company offerings and value added services.
According to the company’s press release, Lovell will be a key member of the executive team and will work closely with the sales and marketing staff, growers, and the operations team to manage market growth and the company's strategic sales plan.
“Trish’s experience and reputation in the industry, both with customers and growers is unparalleled,” said Aaron Ensign, President. “Her skill set and knowledge base, especially in the onion and potato category, is a great addition to the Curry & Company team.”
Lovell began her produce career in 1986, and previously worked with Curry & Company for 7 years. These experiences, the company noted, make her an excellent fit for Curry & Company’s growth and market expansion.
The company added that its 2017 Pacific Northwest yellow, red, white, and sweet onion harvest is currently underway and will continue until October; quality has reportedly been outstanding on all varieties, and size profile is peaking on mediums with plenty of jumbos also available.
We at AndNowUKnow congratulate Trish on her new position and wish her and Curry & Company the best in their future endeavors.
RIO RICO, AZ - SunFed is closing out a successful era of leadership and welcoming a new CEO to the helm. Co-Founder Danny Mandel, the most recent President and CEO, has retired, naming Craig Slate as successor effective August 31, 2017.
As the produce veteran passes the torch after 23 years of emphasizing the “fresh” in fresh produce, Danny expressed excitement on the change ahead.
“I am proud to have Craig carry our company’s passion, commitment, and focus on excellence, into this next phase of growth for SunFed. Twenty-three years has been a long, but exciting time. We have constantly worked to improve the lives of our growers and customers,” the retiring executive said in a press release, reflecting on a few of the paradigm-impacting changes that SunFed brought to the industry. “For our growers, SunFed brought transparency and understanding to the marketing process. Back in the day, growers would find out the type of year they had at the end of the season during liquidation, when they received a check or a bill. SunFed ‘turned on the lights’ for our family of growers. Today, SunFed growers go online and see every facet of their business in real time, as if they ran and owned the company.”
In his new role, Slate’s objectives will be to continue the forward momentum SunFed has achieved in recent years, as well as beginning to accelerate the team’s expansion efforts.
“We are assessing, and looking to expand our current operations–a path which we have already begun to pave,” said Slate, who is positioned to execute the company’s vision with the support and dedication of the executive team.
Already the leaders have a three-point plan in place.
“This first piece of the puzzle is with our grower base. Our growth is achieved hand-in-hand with our best-in-class growers and ranches. SunFed’s goal is to further tap into these operations to help them grow, and create greater access to an evolving SunFed portfolio. The second point of the plan, involves new category ventures. The company is already evaluating other key items and areas to grow business-wise, that support what we already do, and further diversify our offerings, while driving additional revenues. Last but not least, is the marketing arm and customer-centric packaging, which has given us a great platform for differentiating ourselves within the fresh produce arena. We pride ourselves on our innovative, creative, and energetic themes and packaging, and how they speak to a range of demographics, markets, and consumer buying behaviors,” Slate said.
With 26 years of experience in the industry, Slate has a proven track record working with fresh produce. He kicked off his career at Chiquita Brands starting in FOB Sales before making his way to Director of Food Service, Product Innovation, and Alternative Channels. After spending 14 years with Chiquita, Slate made the move to IFCO Systems, where he spent nine years growing his knowledge of supply chain efficiencies and understating how the industry can utilize packaging to be a solution within that supply chain. Slate made the move to SunFed almost three years ago as Vice President of Sales and Marketing, before assuming his current role as company President and CEO.
“There is a tremendous amount of energy here at SunFed, with a team full of innovative and forward-thinking people,” Slate added. “Perfect Produce is not only a brand, it is a mantra and our mission. This message and standard is all encompassing for us as a company. When we say 'Perfect Produce,' we are setting the bar and constantly raising it through our perfect ranches, perfect product, perfect packaging and materials, as well as attitude. This level of execution is something we look to maintain everyday. Perfect Produce is the endless pursuit of an idea that requires that you evolve every day, and there is no finish line–our mission is never over.”
Slate’s promotion to President and CEO of SunFed also includes a promise to the people that have contributed to the company’s growth and vision for excellence.
“As we look to this new era at SunFed, Craig’s transition to President and CEO will benefit the company’s stakeholders, from growers and the trade, to retailers and employees,” Matt Mandel, Vice President of Operations, stated. “We are always in the mindset of striving to make the business better, as well as enriching the quality of our relationships and the lives of our employees. Craig has been a tremendous addition to the team since he joined the company. As we continue to evolve, Craig will push us further and harder with even more focus. We are opening ourselves to a wealth of opportunities and an even more exciting road ahead.”
From premium vegetable products under the company’s Perfect Produce® program, a new expansion into organics, and fresh packaging styles, to SunFed’s Almost Famous produce program–which aims to use imperfect produce to drive sales and create a destination for produce shoppers–the company is already primed for growth.
Congratulation to Danny and Craig from all of us at AndNowUKnow on this big step for each you!