“I thought that by getting the smartest people in the room to work for you, you will solve the most difficult problem. And I found out that it's not about how smart you are, it's about the discipline. If you have employees who might have only a first degree in food science, but they have the discipline to try again and again and to learn, and they have more practical experience, they can deliver even better than the top-talent PhDs that you have in your country.”

I will tell you the misconceptions I had on various things. Okay, first of all, I thought that I'll come up with a new plant-based fish, and a fish lover will come taste it if he likes it. And if it's cheaper, they'll change. Big mistake, unfortunately. And growing up, the company, I found out that I'm a very interesting, that we're a very interesting company and product to people that are already vegans and vegetarians. Okay, now, of course, it's a pity, right? Because in the end, I really hoped that, you know, once someone who is a fish lover, and we met those fish lovers and they loved the product and they say, yes, it's great. But in the end, you know, we look who buys the product, who goes to the restaurants. Mainly people that are all vegans or vegetarians, or not vegan or vegetarians, but they're already familiar, they eat beyond meat, they eat impossible, you know, they're already there, which is still good. We help them to have better experience to maintain to eat less animals, to stay vegans or vegetarians, to have more sources of protein and excite them. It's okay, I'm still very happy. But I thought the world would look different now. Okay, I thought that people will stop eating meat as they were eating a few years ago and that all…