00:00I just think that at the time when the opportunity came up, it's such a well-known brand, it's
00:18such a loved brand, that I thought by coming in and doing things slightly differently that
00:26we could make a real go of it, which fortunately we've managed to do.
00:35Again, it's a crazy thing because it affects a bread roll, but I mean I would say it's probably
00:45the only branded bread roll in the world. Nobody's ever gone in and asked for,
00:51you know, can I have a ABC bakery roll? But they do go in and ask for a Morton's roll,
00:57and that's, I think that's the whole power of the brand, it's such, it's so powerful,
01:02that it's a roll that everybody wants, and even some people out there might kid on it,
01:08that's what I've got, and it's not, but we're trying to develop things that people know of,
01:14put things like a roll finder onto the website, where you can, you know, search, and that's in
01:20development.
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