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Tag: ITC Foods

  • ITC Bingo! introduces three Korean flavour variants a new brand song

    ITC Bingo! introduces three Korean flavour variants a new brand song

    Mumbai: ITC Bingo!’s latest offering Bingo! 2X Hot and Spicy Korean-style chips are all set to delight consumers with its three sizzling formats – Bingo! Original Style, Bingo! Hashtags and Bingo! Potato chips. Recognising the Indian consumers’ undeniable love for all things Korean, from K-drama to K-pop and now Korean cuisine, Bingo! is the first brand in India to launch Korean-flavoured savoury snacks.

    To amplify the launch and tap into the K-wave, Bingo! has collaborated with popular South Korean singer Aoora, for a new song – Maeun Maeun, which means Spicy, Spicy in Korean. The music video has been conceptualised and developed by Tonic Worldwide. The song is fun, catchy and energetic, set to resonate perfectly with the vibe of the brand. This strategic collaboration leverages the immense popularity of Korean pop culture (K-pop) amongst the target audience, creating a wider buzz around the launch of Bingo! 2X Hot and Spicy Korean-style chips.

    The brand is planning a 360-degree media campaign to connect with the audience. Bingo! will leverage social media to engage users and generate pre-launch excitement. The brand will tap into the relevant online spaces by being present on K-Pop and Gen Z music lineups across leading platforms like Spotify and YouTube. Bingo! will leverage music channels to organically position the song as an engaging content. Promotional spots featuring the song will be strategically placed across movie, music, and general entertainment channels. The brand has also partnered with approximately 15 influencers across regions, including Korean influencers in India, Indian influencers in Korea and food vloggers, to spread awareness about the new launch.

    ITC Bingo! has always been at the forefront of bringing differentiated and innovative snacking experience to Indian consumers. It has carved a niche for itself by bringing several ‘industry–first’ products such Mad Angles!, Hashtags! that takes consumers on an adventure of textures and flavours.

    Today, consumers are increasingly looking to experiment with products and flavours. Research shows that there is a growing interest among consumers to try Korean flavours and engage with Korean culture. According to the Mintel Report, this is more evident among GenZ consumers, with about 30 percent GenZ females showing interest in new Korean flavours.

    Having identified a gap in the market for a Korean-inspired product in the snacking segment, Bingo! Korean style delivers an authentic taste experience that perfectly blends the essence of fiery Korean-style flavours with Bingo!’s potato chips.

    ITC Foods VP & head of marketing, snacks, noodles and pasta Suresh Chand commented on the launch, “The Korean culture has significantly penetrated in India especially among the GenZ audience. We, too, noticed that our consumers are seeking Korean experiences in snacking. Catering to this demand, we have launched the all new first-of-its kind spicy, tangy Korean-Style Chips in the Indian market. Infused with Korean-inspired flavours tailored to the spice-loving palates of India, we are confident that this range will delight our consumers.”

    Spokesperson from Tonic Worldwide said, “This collaboration between Bingo and Aoora is twice as spicy. ‘Maeun’ means spicy in Korean. The new flavour is so spicy that we had to add another ‘Maeun’! As an agency, we are obsessed with the consumer, their behaviour, so when it came to launching a product that is for the GEN-Z, we wanted to do it in their language. K-Pop, is way beyond a music genre for the audience, it’s a part of their culture. The catchy song captures the core essence of the new flavours Korean style. Super excited!”

    The new range will be available across all markets in India in convenient and pocket-friendly packs.

  • ITC Sunfeast unveils first 100 per cent paper based packaging

    ITC Sunfeast unveils first 100 per cent paper based packaging

    Mumbai: ITC Sunfeast Farmlite, a range of wholesome biscuits from ITC Foods, has launched its new offering Sunfeast Farmlite digestive biscuit family pack in 100 per cent outer paper bag packaging. An industry innovation in packaging, this move establishes the brand as a trendsetter in the biscuit category.

    Sunfeast Farmlite, is the brand to embrace 100 per cent outer paper packaging in the industry. The ergonomics of design aspects have been carefully curated, making the paper packaging consumer-friendly, visually appealing and convenient. This latest innovation aligns with the brand’s effort towards reducing plastic and encouraging consumers to make sustainable choices in their everyday purchases.

    Today, consumers are increasingly prioritising not just wellness and nutrition in their purchasing decisions but environmentally responsible brands are also increasingly being sought after. Sunfeast Farmlite acknowledges this requirement, and the new packaging caters to their enlightened preferences.

    Commenting on the initiative, Ali Harris Shere, chief operating officer, Biscuits & Cakes Cluster, ITC Foods Division said, “We believe that we have to be not only agile, consumer focused and innovative, but also purpose driven. The launch of the first-ever outer bag made from 100 per cent paper is a significant step towards the brand’s commitment to promote sustainable packaging. Consumers too are increasingly becoming more conscious of responsible choices, and we are committed to providing them with products in packaging that are sustainable. This is an industry-first initiative and plans are underway to adopt this packaging for other biscuit products in due course of time.”

    This initiative is in line with ITC’s Sustainability 2.0 vision which strives to strengthen the company’s multi-dimensional efforts in sustainability, which includes creation of an effective circular economy for post-consumer packaging waste.

    Sunfeast Farmlite digestive family pack with the new 100 per cent outer paper bag packaging will be available with the 800 g SKU on Flipkart. Will soon be available on other e-commerce/quick commerce platforms and supermarkets as well.

  • Aashirvaad launches ‘Likh ke Le Lo’ campaign

    Aashirvaad launches ‘Likh ke Le Lo’ campaign

    Mumbai: In a significant and unique move, Aashirvaad Atta unveiled its new campaign ‘Likh ke Le Lo’ which is aimed to empower consumers with detailed insights into crucial quality parameters of atta. This is expected to help them make informed choices.

    Consumers today, are more conscious than ever about the food products they consume and often seek information on ingredients, sourcing, etc to assess the quality of the same. For a food category like atta, where a significant proportion of households are still using the unbranded formats, Aashirvaad has come out with an industry-first initiative to instil confidence in the minds of the consumers and allay any fears they might be harbouring; right from concerns related to the quality of the wheat being used, how clean it is, how it is ground to whether it has any maida added.

    As a responsible market leader in the branded atta segment, Aashirvaad brings personalised ‘Quality Certificate’ to foster transparency and trust. Each pack of Aashirvaad Shudh Chakki atta comes with a QR code that will allow consumers to get information pertaining their own atta pack, reinforcing the brands’ pledge to unmatched quality.

    The certificate covers information highlighting journey of excellence from grain to atta –

    Sourcing: Aashirvaad Atta meticulously sources wheat from the states of Uttar Pradesh, Madhya Pradesh, and Punjab which then undergoes 40+ quality control tests

    Grinding: A rigorous three-step cleaning process is undertaken to ensure that the wheat has no form of impurities. It then goes through traditional stone chakki grinding which ensures high water absorption leading to softer rotis.

    Purity: Aashirvaad comes with the purity promise of 100% atta and 0% maida

    Cleanliness: Packed with precision and untouched by hands, Aashirvaad Atta is packed in the most hygienic process ensuring controlled moisture levels, giving a shelf life of up to three months.

    Speaking on the campaign, ITC Foods COO staples & adjacencies Anuj Kumar Rustagi said, “Aashirvaad’s legacy of quality and purity takes a giant leap with the ‘Likh ke Le Lo’ campaign. This symbolizes our unwavering commitment to delivering whole wheat atta of the highest standards. This certificate not only assures consumers of our quality standards at every step, but also empowers them with information to evaluate their current choices. We believe this initiative will redefine consumer expectations, setting a new industry benchmark.”

    To further amplify the campaign and convey the message to consumers effectively, Aashirvaad has roped in the popular TV star Rupali Ganguli and curated a TVC campaign. Here, she will be seen assessing the ‘Quality Certificate’ feature of Aashirvaad Atta.  

    Speaking on the association with Aashirvaad, Rupali Ganguly said “Like millions of households in India, Aashirvaad has been part of our home for years. I admire the brand’s commitment to provide the best quality products and encourage consumers to eat better. The ‘Likh Ke Le Lo’ campaign, is yet another innovative approach by Aashirvaad to ensure that consumers make better choices for themselves and their families. I am extremely happy to associate with Aashirvaad in their journey to educate and empower consumers”.

    Steps to receive the Aashirvaad ‘Quality Certificate’

    ●   Scan the QR code on the pack

    ●   Consumers will be directed to dedicated a WhatsApp chatbot

    ●   Share the pack’s unique identification code and download the ‘quality certificate’

  • Bingo! Mad Angles now brings ‘Har problem ka MMMMad solution’

    Bingo! Mad Angles now brings ‘Har problem ka MMMMad solution’

    Mumbai: Bingo! Mad Angles, a snacking brand of ITC Foods, is back with to tickle your humour bones with a new campaign on its revamped packaging.

    This new campaign is all about urging one to tackle everyday problems with a dash of creativity and a mouthful of Bingo! Mad Angles. Through the new TVC, Bingo! Mad Angles unveils its refreshed packaging which embodies dynamism and caters to the GenZ. It has a bold and colourful Mad Angles logo in the centre, as well as vivid illustrations that help the brand stand out amongst its competitors.

    Conceptualised by Ogilvy, the TVC features the brand’s new mantra by declaring Bingo! Mad Angles is Har problem ka MMMMad solution. Further, the TVC highlights the brand’s unique personality with characters enjoy the product in an unusual setup – a quack doctor’s office. It also conveys brand’s message of being unconventional, which encourages consumers to think outside the box and find new and creative ways to enjoy their lives.

    Noodles and Pasta VP, head of marketing snacks Suresh Chand said, “Bingo! Mad Angles is known for its innovation, creativity and humour. With this new campaign and new pack, we’re turning up the humour quotient to the maximum. We believe that everyone has the potential to think outside the box and creative solutions to their everyday problems and Bingo! Mad Angles just elevates the entire experience.”

    Ogilvy South president and head of office Tithi Ghosh said, “Due to popular demand Mad Angles is back with a bang! Earlier ads for Mad Angles created certain iconic elements like the ‘MMMM’ and the rotating triangle. The most memorable work has always played with a duality – on the surface several laugh-out-aloud comic moments but for those who seek a little more there is always something cerebral tucked into the narrative. Our new ad focuses on taste and makes ’MMMM’ of the product stand out with all madness Mad Angles loyalists expect from the brand.”

    The new pack will be available across India in four convenient packaging options: Rs 5, Rs 10, Rs 20, and Rs 50 packets, ensuring accessibility to consumers of various preferences and budgets.

    Bingo! Mad Angles is coming up with something new to find out how the quack doctor cracked the code that Har problem ka solution is Mad Angles. Stay tuned! 

  • Indian Gaming League (IGL) in partnership with Bingo! Nachos announces Gameon Cup 2023

    Indian Gaming League (IGL) in partnership with Bingo! Nachos announces Gameon Cup 2023

    Mumbai: Indian Gaming League, one of India’s leading organizations in the gaming sector, in collaboration with ITC Bingo! Nachos, has launched Gameon Cup 2023, an exciting gaming tournament set to captivate the nation’s gaming community. This gaming extravaganza will feature a range of popular titles, including BGMI, Free Fire Max, New State, Call of Duty Mobile, and comes with an impressive prize pool of 11 lakhs (approximately $13,000).

    In the last two years, esports has gained immense popularity in India. A burgeoning youth population, tech-savviness, and increasing internet accessibility have contributed to the growth of esports. Bingo!, a fun and youth-oriented brand, has always been at the forefront of promoting gaming and esports events and campaigns while providing a seamless snacking experience to its young target audience. Through Bingo Nachos! Gameon Cup, the brand aims to foster a sense of camaraderie with a dynamic and enthusiastic gaming community, reinforcing Bingo’s commitment to fun and shared experiences.

    The tournament will span over 60 days and will kick off with an open format starting on 9th November providing both amateur players and teams an opportunity to display their gaming prowess and compete at a professional level. Winners from the initial stage will earn the privilege of participating in the invitational section, where they will go head-to-head with some of the top professional gamers in the country. The tournament aims to showcase not only fierce competition among players but also offers significant opportunities for recognition and advancement within the gaming fraternity.

    ITC Foods,  VP & head of marketing, Snacks, Noodles, and Pasta Suresh Chand said, “We are thrilled to launch the Bingo! Nachos Gameon Cup in association with IGL. This initiative will provide a platform for all e-gaming enthusiasts to showcase their skills while having a fun-filled experience with Bingo! Nachos. As a brand with a young TG, our partnership with IGL seamlessly aligns with our brand’s ethos, and we eagerly await the exciting gameplay it will bring.”

    IGL Indian Gaming CEO Yash Pariani shared his thoughts on the upcoming tournament, saying, “We are delighted to partner with ITC Bingo! Nachos for this thrilling event. It is an extraordinary opportunity for amateur gamers to showcase their talents on a national stage and elevate their gaming journey. This tournament aims to unite gaming enthusiasts from all corners of the country, where participants can anticipate an unparalleled gaming experience, featuring top-notch production values and exhilarating gameplay.”

    IGL Indian Gaming Chief Business Officer Nidhish Jain said, “The ITC Bingo! Nachos and IGL Indian Gaming partnership is more than just business; it is a statement of brand relevance in the modern digital age, an embrace of youthful passion, and an investment in the unity and excitement that gaming brings. Considering India is a largely youth-centric country, and gaming is expected to grow exponentially over the next few years, this partnership highlights the importance of this medium for brands to connect with the dynamic, vibrant, youth-centric community for mutual growth.”

  • ITC’s Dark Fantasy partners with Brodha V to launch ‘The Vanilla Fills Anthem’

    ITC’s Dark Fantasy partners with Brodha V to launch ‘The Vanilla Fills Anthem’

    Mumbai: ITC Foods’ Sunfeast Dark Fantasy Vanilla Fills crème biscuits were launched with the endeavour to bring the signature experience to the vanilla crème and dark shell biscuit segment. Crafted to break the monotony of the regular crème biscuits, the brand revamped the category with the introduction of a rich molten vanilla crème filling encased in a dark chocolate shell, giving consumers a delectable upgrade. Furthermore, to dial up its appeal among the youth, the brand has collaborated with renowned artist and rapper Brodha V to establish a deeper connection with the new age rap song “Grow Up Grow Up,” the new Vanilla Fills Anthem.

    Sunfeast Dark Fantasy Vanilla Fills’ rap song asks young adults to be open to new experiences like the Dark Fantasy Vanilla Fills. The quirky lyrics communicate the message of “Grow Up to the Vanilla” in a relatable manner with catchy and upbeat music. The video song has been launched on Sunfeast Dark Fantasy’s social media handles like YouTube, Instagram, Twitter, and Facebook. Dark Fantasy Vanilla Fills has also launched a mega contest on social media platforms like Moj and Instagram and in colleges where consumers can participate in a “dance hook step challenge” and get an opportunity to win a special gift hamper from Dark Fantasy Vanilla Fills.

    Speaking on the new campaign, ITC chief operating officer, biscuits & cakes cluster, foods division Ali Harris Shere commented, “We are thrilled to be launching a rap song for our Sunfeast Dark Fantasy Vanilla Fills campaign with rapper Brodha V, and we’re convinced that our younger audience will appreciate it. The Vanilla Fills were launched with the purpose of upgrading the regular crème biscuit category with a superior centre-filled experience. The cookie is filled with rich molten vanilla crème inside a dark crunchy chocolate shell, raising the bar on traditional crème biscuits. Dark Fantasy Vanilla Fills are a manifestation of our continued efforts to provide exciting new experiences to millennial consumers. With the launch of the rap song, we aim to dial up the appeal of Dark Fantasy Vanilla Fills—the new age of crème biscuits for grown-ups among its consumers.” 

    Rapper Brodha V said, “I enjoy doing projects like this because it’s relatable and endearing. The song is about maturing from childhood habits to more mature tastes. Creatively, I’ve tried to bring out the fun part of growing up and kept it lighthearted.”

    The Sunfeast Dark Fantasy Vanilla Fills are available in South & West India in packs of MRP Rs 25 and Rs 10.

  • Word of mouth plays a crucial role in our marketing: Anuj Rustagi, Fabelle

    Word of mouth plays a crucial role in our marketing: Anuj Rustagi, Fabelle

    NEW DELHI: The chocolate market in India is estimated to be around Rs 11,000 crores and is primarily dominated by the FMCG segment which offers chocolates in conventional formats at popular price points. Having said that, a sizeable number of consumers also seek premium and international chocolate experiences.

    Home-grown luxury chocolate brand Fabelle, from ITC Foods, launched its first chocolate boutique to retail chocolates in the country in 2016 from Bengaluru and has expanded to 14 boutiques across the top six metros. To further extend these experiences to masses, the brand entered the premium mass segment in 2018 in two unique formats – center-filled bars called Fabelle Soft Centers, and multi-layered bars known as Fabelle Choco Deck. Now, it has added another product to its portfolio – the ‘Fabelle La Terre’, a creative reimagination of 100 per cent earth positive chocolate that is sustainably manufactured.

    According to ITC Ltd COO- (chocolate, coffee, confectionery and new category development – foods division) Anuj Rustagi, the expertise in understanding the Indian palate and delivery of luxury chocolate offerings at par with global standards have helped them build a loyal and strong consumer base across age groups. “Our network of boutiques and online presence through e-commerce platforms and food delivery agents like Swiggy and Zomato have enabled us to take our one-of-its-kind chocolate experiences closer to the consumers.”

    In the near future, the brand is aiming to become a significant player in the market, similar to what ITC has achieved in categories like atta, noodles, biscuits, and others, related Rustagi.

    Fabelle chocolate are priced in the range of Rs 350 to Rs 1,00,000 in the luxury segment, and Rs 25 to Rs 350 in the mass premium range. So far, it has been catering successfully to consumers across relevant age groups and SECs.

    The brand’s media choices have been to sharp target consumers in key geographies using digital as a key medium, Rustagi said. This enables the consumer to get more information and engage with brands directly, especially in the luxury segments. “The digital medium has also worked effectively for us in recent times and continues to do so. Besides digital, positive word of mouth has been a key part of our marketing communication mix in building the brand’s familiarity amongst the larger audience, alongside our new, trendsetting launches like Ruby Gianduja, Trinity Truffles, Fabelle La Terre and work with chocolatiers like Billie Mckay, Sarah Todd, etc have given Fabelle the desired visibility.”

    The brand is also using direct marketing to engage with UHNI and HNI consumers and creating customised experiences in gifting and for self-consumption.

    Rustagi went on to add, “We also leverage our strong network of boutiques across six metros in the country to drive the consumers’ attention towards the elaborate range of our chocolate offerings.”

    He shared that in the initial months of lockdown, the chocolate business was impacted due to the change in consumers’ purchase behaviour. People were more bothered about stocking essentials due to concerns about continued supply, driving demand for the category. Thus, indulgent and non-essential products, including chocolates, were severely hit.

    “However, as focus on the purchase of essentials has eased and the availability of goods has improved, consumers have resumed spending on indulgent categories. We are witnessing recovery and are expecting the festive months ahead to augment that momentum.”

    Rustagi explained that ITC Ltd’s Q2 report also indicated that the chocolatier is almost at par to the pre-pandemic level. “The economic data pointed towards resurgence and we are also experiencing a week-on-week recovery, and if the same continues, we hope to perform better than last year. If we are able to achieve the same, it will be quite an accomplishment, considering how the majority of the year has been.”

  • Hari Krishnan is new Lowe Lintas president – South

    Hari Krishnan is new Lowe Lintas president – South

    MUMBAI: Lowe Lintas has announced that Hari Krishnan is the new president of its South operations. This appointment comes on the back of GV Krishnan’s recent exit.

    To be based out of Bengaluru, his remit includes the agency’s offices in Bengaluru, Chennai and Hyderabad. As the largest creative agency in South region, the portfolio includes over a 100 clients and brands such as Arvind, Britannia, Fastrack, Flipkart, Gold Drop, Hike, ITC Foods, MRF, Mobizz, Paperboat, Sonata, Tanishq, TI Cycles, TVS Motors and many other companies and brands.

    Krishnan, currently CEO of MullenLowe’s operations in Sri Lanka is in the process of transitioning into his new role.

    He had joined MullenLowe early 2015 from Grey India where he was heading their South operations.

    Hari has about 20 years of experience in the advertising and media industry; having spent most of it between Lowe Lintas, JWT, Star TV and Grey.

    Commenting on his move, MullenLowe Lintas Group, India Group CEO Joseph George said:“Hari has done an incredible job in Sri Lanka almost transforming our operations there overnight. Going by his track record across the agencies he has worked in, he is just the right person we need to build on the fantastic momentum that the South operations of Lowe Lintas have achieved over the past 3-4 years in terms of creative product and new business acquisition. Both of which, Hari is rabidly passionate about.”

    Hari Krishnan too added, “This is a homecoming of sorts for me since my association with Lowe Lintas almost 18 years ago started in the Bengaluru office. The India operations of Lowe Lintas has been on an unbelievable roll the past few years and my mandate is clear. The talent in our 3 offices in the South, especially the creative fire-power under Rajesh Ramaswamy’s leadership is just reassuringly and intimidatingly brilliant. Can’t wait to get started!”

    Speaking of succession for MullenLowe Sri Lanka, Joseph George said, “Our Sri Lanka operations are in a sweet spot thanks to all the efforts made in the past 18 months under Hari’s leadership and some fantastic clients. And we are perfectly poised to build on from here; which is why Hari’s replacement for the Sri Lanka CEO’s role is crucial; and so I am very pleased with whom we have found. The announcement will take place in a few days.”

  • Hari Krishnan is new Lowe Lintas president – South

    Hari Krishnan is new Lowe Lintas president – South

    MUMBAI: Lowe Lintas has announced that Hari Krishnan is the new president of its South operations. This appointment comes on the back of GV Krishnan’s recent exit.

    To be based out of Bengaluru, his remit includes the agency’s offices in Bengaluru, Chennai and Hyderabad. As the largest creative agency in South region, the portfolio includes over a 100 clients and brands such as Arvind, Britannia, Fastrack, Flipkart, Gold Drop, Hike, ITC Foods, MRF, Mobizz, Paperboat, Sonata, Tanishq, TI Cycles, TVS Motors and many other companies and brands.

    Krishnan, currently CEO of MullenLowe’s operations in Sri Lanka is in the process of transitioning into his new role.

    He had joined MullenLowe early 2015 from Grey India where he was heading their South operations.

    Hari has about 20 years of experience in the advertising and media industry; having spent most of it between Lowe Lintas, JWT, Star TV and Grey.

    Commenting on his move, MullenLowe Lintas Group, India Group CEO Joseph George said:“Hari has done an incredible job in Sri Lanka almost transforming our operations there overnight. Going by his track record across the agencies he has worked in, he is just the right person we need to build on the fantastic momentum that the South operations of Lowe Lintas have achieved over the past 3-4 years in terms of creative product and new business acquisition. Both of which, Hari is rabidly passionate about.”

    Hari Krishnan too added, “This is a homecoming of sorts for me since my association with Lowe Lintas almost 18 years ago started in the Bengaluru office. The India operations of Lowe Lintas has been on an unbelievable roll the past few years and my mandate is clear. The talent in our 3 offices in the South, especially the creative fire-power under Rajesh Ramaswamy’s leadership is just reassuringly and intimidatingly brilliant. Can’t wait to get started!”

    Speaking of succession for MullenLowe Sri Lanka, Joseph George said, “Our Sri Lanka operations are in a sweet spot thanks to all the efforts made in the past 18 months under Hari’s leadership and some fantastic clients. And we are perfectly poised to build on from here; which is why Hari’s replacement for the Sri Lanka CEO’s role is crucial; and so I am very pleased with whom we have found. The announcement will take place in a few days.”

  • Dileep Ashoka joins McCann to head South India operations.

    Dileep Ashoka joins McCann to head South India operations.

    MUMBAI: Dileep Ashoka has joined McCann to head South India operations.  He is credited with establishing McCann’s significant presence in the south region during his earlier stint with McCann before he took a break from advertising for personal reasons.

    Announcing Dileep’s appointment McCann Worldgroup India chairman APAC and CEO Prasoon Joshi said, “I am delighted to have Dileep back in the McCann family. He is an organisation builder and I am sure he will take our south operations to newer heights.”

    McCann vice chairman and MD Partha Sinha shared his joy about the decision, “It’s great to have Dileep back in the system. South is strategically important for us and having someone as reputed as Dileep coming back here is really significant. I am looking forward to this office doing great things under his leadership.”

    Commenting on this appointment Dileep said,”Ït is a matter of great pride and joy for me to return to McCann after a few years away from the industry. The sentiment is old but the task, team and challenges are new. This is a heady mix and I am looking forward to my new stint”.

    Dileep is an advertising veteran. A Bangalore University alumni, he has been one of the key architects of some significant brands like TVS, Britannia, Tata Tea and ITC foods to name a few. He is an accomplished percussionist, is passionate about the business and a great team builder.