Now I know your lost woman are becoming huge consumers of beef jerky for protein. Dr Oz pumps this all the time to his huge audience of soccer mom. Millenial woman have help jerky sales increase as they are huge consumers of jerky. That why you see HJOE doing brands like Rum & Coconut etc. I think you don't get the market, I trust they more than know what they are doing. I have done some heavy reaserch on jerky in the last week. I have found that woman and young professionals are buying this stuff like its going out style its part of a whole movement of woman and younger people making healthy choice eating low carb and high protein. I think HJOE is right on target.