Did not acquire nearly, as they have done, typically in the past.

Instead, they've kind of done a licensing deal to take Billie's coffee and put it in Nespresso pods and take those two market.

Now this kind of wrecks my head a little bit in a few different ways.

Firstly, J B ultimately owned courage, which is a totally different system.

This deal does not cover really going into Keurig pods that, actually I think it's something that already happens.

But that's not being covered in this deal.

This is solely for specifically aluminium Nespresso capsules, which is kind of interesting.

Now, obviously, an espresso is the premium coffee capital, especially for espresso.

Globally, they have set the standard.

Everyone is chasing that particular system because this so many machines installed in people's houses all around the world, the question that I have, it's kind of interesting to me is that?

Why did Ylli partner with someone to do this?

Someone would happily pack a leads.

You know, coffee into capsules for them.

People with good machines, good technology.

Good grind is able to deliver.

Ah, high quality part.

And it's not like he's against pods.

They've been doing pods, I think, for the longest possible time, you know, they have the GSC system, the little paper wrapped tempt tight, little pots of coffee.

They've done them in other systems.

I think the various kind of random pod systems in Italy that kind of popular.

But why?

Why didn't really do it themselves?

I guess you know Ellie's growth, it seems, has sort of flat lined, which is interesting.

It's still incredible.

They turn over, I think 464 170 million euros a year.

There are big big company, but there hasn't really been much growth in the last four or five years, but then they kind of flat lined This deal, I guess, is kind of easy money.

I don't know the size of the deal, but they don't really have to work particularly hard on.

You're saying they don't mean much margin but But it's still kind of weird now that J.

B.

It kind of makes more sense, really is a powerful brand they've worked hard to build.

That branded is one of the strongest, most recognizable brands in the world of coffee, especially espresso coffee.

You know, however you feel about Italy, they are undeniably premium in an enormous amount of people's minds.

Right now, J.

B Deeds brands, right, like brands are are incredibly important because that there's a few things that will stop you.

Just going with the cheapest option online, right?

Like Amazon is experimenting with a whole host of different products.

They're doing themselves where they're kind of iterating brands as they go, right, like they got tons of data on how people search will click or don't click.

They're able to kind of customize their various brands around consumer data, which is really kind of fascinating.

I would argue that's gonna take you to a place where you give people what they want, but you won't give people what they don't know that they want.

That kind of evolutionary leap of Brandel quality wouldn't really happen.

You just have a really good interim it curative brand.

But but nonetheless, if you look at Amazon and it does, I think in many ways tie all the way back to Amazon.

Everyone's freaking out about Amazon.

If you search for copy capsules on Alison, how do you get that sail right on?

Brand remains really the only convincing answer, which is, you know, you need to trust the product you're buying.

Amazon increasingly has a trust issue.

You know, there's a lot of suspicious, low quality fake reviews, all sorts of sketchy stuff happening on Amazon, especially and electronics.

But I don't see that being contained there particularly long.

So Amazon has a trust issue.

And so, you know, brands and distribution really seemed to be the pathways being chased here.

Now again, really old company, Great wholesale distribution network.

You know, it's in a lot of supermarkets, you know, give it has a reasonable retail distribution network as well.

It's interesting that that this deal is really about distribution again, right explicitly.

So it's about J.

B or J D.

E, which is Jacob's Dowling.

What's those are the ones that I cannot gonna do the distribution network for them, and that's kind of interesting that Elise sees J B is just having better reach or more effective reach.

But this particular product, to be honest, this so much about this deal, I just don't necessarily understand.

And I don't think unless you're in the room, you really would understand.

I see the benefits to both parties, but I'm just kind of interested that this this was the solution that they both chose certainly for any to choose this solution.

That's kind of interesting to me.

I'll be honest.

Sitting down with Andrea Lee for an interview is kind of high on my wish list.

Uh, I would just love to understand what they're thinking around that some stuff a little bit better, and maybe for them, it allows them to do additional business.

You know, Maur throughput for their, you know, roasting manufacturing without really having Teoh take their eyes off their core business right.

That allows them to remain extremely focused as a company or what they're doing.

And maybe for them, that's the most important thing.

Nonetheless, super interesting time and coffee is always lots going on lots to talk about.

As always, I'd love your feedback and your thoughts and your comments down below.