Trust. It’s a funny thing. Consumers have tried to place their trust in many different authorities - from retailers, to food companies, to government “pyramids”, to medical agencies. They then find out that natural is not organic, cage-free is not pasture-raised, grass-fed may not be grass-finished and that their white tuna sushi is most often stomach wrenching escolar and Red Lobster’s lobster bisque…contains no lobster. More folks are concerned with their health, their kids’ health, their parents’ health and so are self-determining and directing the products and the food selections they are going to pursue.