This sustainability is more about remaining at the forefront and guaranteeing keeping market share. Dairy demand own label, middle ground and brand etc is kinda what it is. Non dairy Lurpak I’m now convinced will deal with your market share/ growth doubts.Don't know the answer. But I can see getting an extra return from sustainability on brands will be difficult because the premium product means the consumer will expect sustainability in that premium. The commodity market is going to be hugely difficult to extract the sustainability premium. Which means only 40-50% of the market is available to pay a sustainability premium and this is the own label market and the middle ground which in the cost of living crisis has no spare money to pay for it.