Thursday, July 29, 2021

Trader Joe’s Cold Brew Coffee & Boba Coconut Frozen Dessert Review



Fro-yo girl here. Trader Joe’s knows about the boba ice cream trend! They recently introduced their own boba ice cream, Cold Brew Coffee & Boba Coconut Frozen Dessert. Yes, it’s vegan. One pint is $4.29. A product of Thailand, the main ingredients are coconut milk, water, and sugar.

Plant-based is on trend, and making it coffee flavored also makes it different from the brown sugar and tea-based boba ice creams on the market.

Trader Joe’s describes it as follows, “Among the things we’ve learned whilst working in the food business is that if it looks like ice cream and it tastes like ice cream... it isn’t necessarily ice cream. You see, to be ice cream, a frozen dessert must include that defining ingredient – cream. So, if your frozen dessert happens to be made with a non-dairy liquid base – say, coconut milk (itself a potentially controversial moniker) – it may taste familiar, but it’s not technically ice cream. What it is, in the case of Trader Joe’s Cold Brew Coffee and Boba Coconut Non-Dairy Frozen Dessert, is darn delicious. It begins with a smooth, rich, and yes, creamy coconut milk base – coconut milk is the first ingredient – yet it doesn’t taste even a bit like coconut. Instead, what you’ll taste is cold brew coffee, made from Thai-grown Arabica coffee beans. You wouldn’t guess it’s non-dairy; you will be reminded of your favorite cup of coffee. This is especially true if you’re a boba aficionado – each pint is loaded with the much-loved, chewy tapioca pearls so often found in specialty tea & coffee shops. Frozen Dessert and Boba may seem like an odd pair, yet somehow the partnership really pops. Grab a pint, secure a spoon, and find out for yourself. You’ll find this vegan treat in our freezers with the other ice cream (and ice cream-like) desserts.”

Cold Brew Coffee & Boba Coconut Frozen Dessert: The coffee flavor is super strong, like Vietnamese coffee strong. They actually put ground coffee beans in the frozen dessert. The coffee flavor is so strong that it overwhelms the other flavors – you can’t taste the coconut or appreciate the flavor of the tapioca pearls. The pearls are firm, sweet, and chewy, so they do add a pleasant texture. And the pearls are plentiful. One serving is 230 calories, 9g total fat, 37g total carbs, and 24g total sugars. I like coffee and coffee ice cream, but I found the coffee flavor to be too strong.

4 out of 5 stars.

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Tuesday, July 27, 2021

Chobani Probiotic Plant-Based Drink Review


Fro-yo girl here. I spotted Chobani Probiotic plant-based drinks at Gelson’s in La Canada Flintridge when they were on sale, 2 for $4. They’re regularly $3.49 each. One bottle is 14 oz (414 ml). I wasn’t really sure what they were but they’re similar to kombucha without being kombucha. Kombucha is fermented tea. Chobani Probiotic plant-based drink is fermented oats, apple cider vinegar, and 9% fruit juice. The drinks are organic, non-dairy, naturally fermented, non-GMO, gluten-free, and probiotic. According to the bottle, “billions of cultures are feeding on oats and apples. In the bottle, cultures stay live and active. In your gut, they flourish, supporting immune health and digestion.”

Available flavors: Lemon Ginger, Pineapple Turmeric, Peach Mint, Cherry Hibiscus Tea

Peach Mint: A pretty peach color, the drink smells and tastes like fresh peaches with a hint of mint, only much tangier. It has a fermented scent and is lightly effervescent. It’s low in sugar, so I appreciate that. It’s light and refreshing. Compared to kombucha, it’s much fruitier (and has much more fruit juice). One bottle is 70 calories, 2g fat, 14g total carbs, 10g sugar, and 2g protein.

Pineapple Turmeric: The pineapple flavor is surprisingly strong and it’s very tangy with a sweeter aftertaste than the Peach Mint. The turmeric flavor is subtle.

Both drinks were very good. I still prefer kombucha but I’d get Chobani Probiotic plant-based drinks again.

4 out of 5 stars.

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Saturday, July 24, 2021

Yoga-urt Kenneth Village Anniversary and New Flavor, Heavenly Honeycomb




Fro-yo girl here. Yoga-urt Kenneth Village (Glendale, CA) just turned SIX on July 18. They were and still are the only plant-based, organic, gluten-free, soy-free, kosher froyo shop in Los Angeles (and beyond). To celebrate this milestone, they just introduced a newish flavor, Heavenly Honeycomb (it was available for a day a few years ago). This unique flavor is made with vegan honeycomb that they make from scratch (the honeycomb is also available as a topping). It tastes like honeycomb – not like caramel but deeper and more caramelized in flavor. It wasn’t as thick and creamy as Peanut Butter Prana for some reason. It's an effortful flavor to make, so it was only available this weekend (and maybe an extra day in Echo Park). 

Also, on July 24, enjoy $1 off your purchase from 2 PM – 5 PM at the Glendale location. On July 25, enjoy $1 off your purchase from 2 PM – 5 PM at the Echo Park location. A portion of the proceeds raised will benefit a non-profit.

There’s a giveaway too. One lucky person will win 6 pints of Yoga-urt (your choice of flavors). For details, check out Yoga-urt’s Instagram account, @yoga-urt

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Thursday, July 22, 2021

Spread Kitchen Closes Original Location (but Continues as Little Spread)


Fro-yo girl here. I noticed that I hadn’t seen any updates on Spread Kitchen for months...wasn’t sure if they were open or closed. They set up a pantry/market during the pandemic and were offering delivery only. Their last Instagram and Facebook posts were in June 2020. Google and Yelp mark Spread Kitchen as temporarily closed. The Spread website says the Main Street location is temporarily closed. However, there’s a for lease sign up at the Spread location and they painted over the Spread sign, so it’s unlikely that they’ll reopen in that space. But the second location at Gas Co. Tower should reopen on September 8. The menu is different - sandwiches and salads.

Spread Mediterranean Kitchen opened in downtown Los Angeles in March 2016, offering housemade Greek froyo with interesting toppings, Mediterranean fare, and Mediterranean-inspired cocktails in a casual, stylish space. I went quite a few times over the years as I enjoyed their food (better than Souvla’s) and froyo (not as good as Souvla’s).

They had one flavor, plain, and toppings included beet salt & citrus powder, chai halva crumble, harissa dry spice & pita chip, baklava, and sour cherries in syrup.

I’m pretty sure the Gas Co. Tower location does not offer froyo. It’s not on the menu. Falafel isn’t on the menu either.

You know you love me. X0 X0, fro-yo girl.

SPREAD MEDITERRANEAN KITCHEN: 334 S Main St, Los Angeles, CA 90013

LITTLE SPREAD: 555 West 5th Street, LA, 90013

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.


Monday, July 19, 2021

Summer Froyo Creation Photo Contest Ends Soon, Win Free Froyo




Fro-yo girl here. This year’s summer photo contest from the International Frozen Yogurt Association invites froyo fans to share their best summer froyo creations for a chance to win an exciting froyo prize package. Two winners will be selected.

To enter, share an original photo of your summer froyo creation on Instagram or Twitter with the tags #summerfroyocreation and #froyoassociation by midnight PST on Wednesday, July 21, 2021. Your profile must be public so that we can see your photo. The contest is open to anyone over 13 years of age residing in the US. Multiple entries are allowed.

The prize: 4 pints of Forty Carrots froyo (your choice of flavors) + a toppings kit sent to your home (8 servings). Alternative method of entry by email: Send your lounging at home with froyo photo(s) to info@internationalfrozenyogurt.com by midnight PST on July 21, 2021.

The winners will be announced on Instagram and Twitter on or before July 28, 2021. If the winning entry was submitted via email, the winner will be notified via email. Odds of winning depend on the number of entries.

For the complete contest rules, visit https://internationalfrozenyogurt.com/official-rules-for-the-summer-froyo-creation-contest/

Good luck froyo fans!

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Saturday, July 17, 2021

Salt & Straw New Froyo Flavor: Besharam’s Yogurt Lassi with Raspberries




Fro-yo girl here. Remember when Salt & Straw came out with Faux-Yo? That was the closest that I’d seen them come to offering froyo – until now. One of this month’s new flavors is Besharam’s Yogurt Lassi with Raspberries. The flavor theme of the month is Berries Berries Berries. A pint is $12.50.

Salt & Straw describes the flavor as: “A flavor unlike any other - and one that’s been years in the making. In our first ever chef-commissioned flavor, we partnered with San Francisco’s Besharam Head Chef, Heena Patel. A graduate of food incubator La Cocina, Heena founded award-winning Besharam to share her family’s Gujarati cuisine. In this lassi-inspired flavor, delicate rosewater and a hit of cardamom are balanced by ripples of raspberry jam infused with toasted whole cumin seeds. Spice-forward and unabashedly unbelievable.”

Ingredients: Milk, Cream, Yogurt (milk, cultures), Sugar, Raspberries, Tapioca Syrup, Pectin, Rose Water, Cumin Seeds, Salt, Natural Gums (guar gum, carrageenan), Cardamom

I picked up a pint of Besharam’s Yogurt Lassi with Raspberries. Guess what? My expectations were high and they were met. The froyo is phenomenal. It tastes so Indian with that strong cardamom note and the floral rosewater. It’s a little on the sweet side but Indian desserts tend to be. The cumin seeds add a little crunch. The raspberry ripple doesn’t dominate but it adds a bit more flavor to this rich, thick, decadent froyo. It even has a bit of tang and the cardamom and cream flavors linger on. I have to get a few more pints. You should get some too!

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Thursday, July 15, 2021

Froyo Shops in Temecula, CA

White Lime (source: Yelp)

Fro-yo girl here. I live about two hours from Temecula, so it’s not a city that I pass by that often. A few years ago, I thought I would be passing through so I looked into froyo in Temecula. Recently, I noticed that quite a few froyo shops in Temecula had closed. Here’s what I discovered.

Froyo shops in Temecula that have closed


Golden Spoon, 27636 Ynez Rd, opened in 2009 and was last reviewed in late 2019. The last Facebook update was in late 2018. The space is now occupied by Simon’s Dole Whip & Yogurt.

Golden Spoon, 32389 Temecula Pkwy, opened in 2009 and was last reviewed in late 2019.

Menchie’s, 32195 Temecula Pkwy Suite 102, opened in 2014 at Redhawk Towne Center. The ownership changed in 2017. The owners announced the permanent closure in May 2021. On Instagram, they posted, “It is with a heavy heart that we say goodbye to our community. We have been forced to close due to the financial impact of COVID and lack of support from our landlord Kimco. It was a privilege to serve you all over the past 4 years. Please support local businesses and our friends @menchiesmurrieta.”

White Lime Frozen Yogurt, 30630 Rancho California Rd, was a self-serve froyo shop that may have opened in 2011. I’m not sure when it closed but the space is now occupied by Yogurt Factory.

White Lime Frozen Yogurt, 41493 Margarita Rd # 106B, was a self-serve froyo shop that opened in 2008 and might have closed around 2015?

Yogurtland, 40820 Winchester Rd, Ste 2460, opened in 2013 at the Promenade. It was last reviewed in March 2020. The last Instagram post was in February 2020.

Froyo shops that are still open


Simon’s Dole Whip & Yogurt, 27636 Ynez Rd, replaced Golden Spoon. This is the 2nd location of Simon’s Dole Whip & Yogurt. It opened in June 2021.

Yogurt Factory, 39694 Winchester Rd Suite A, opened in 2009 and is self-serve.

Yogurt Factory, 30630 Rancho California Rd, Temecula, CA 92591 opened in 2020.

Yogurt Island, 32240 Temecula Pkwy, opened in 2008 and is self-serve. It looks like Yogurtland inside.

The four remaining froyo shops are all self-serve.

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Tuesday, July 13, 2021

IFYA’s Summer Froyo Creation Photo Contest, Win Forty Carrots Froyo + Toppings




Fro-yo girl here. It’s that time again, time for a summer froyo contest from the International Frozen Yogurt Association! This year, the prize is a shipment of Forty Carrots froyo delivered to your door. That’s right – you can skip the trip to Bloomingdale’s NYC and enjoy their froyo, thanks to Goldbelly's nationwide shipping. 

First introduced in 1978, Bloomingdale’s estimates that they’ve served 5 million servings of Forty Carrots froyo. Their froyo is all-natural, kosher, gluten-free, and contains no artificial flavors, colors, or preservatives.

TWO people will win the froyo grand prize.

The prize: 4 pints of Forty Carrots froyo (your choice of flavors) + a toppings kit sent to your home (8 servings).

How to Enter


Share your favorite summer froyo creation photo by posting an original picture with the tags #summerfroyocreation and #froyoassociation on Instagram or Twitter by midnight Pacific Time on Wednesday, July 21, 2021. Your profile must be public so that we can see the picture. 

Alternative method of entry by email: Send your summer froyo creation original froyo photo to info@internationalfrozenyogurt.com by midnight PST on July 21, 2020.

The winners will be announced on Instagram and Twitter on or before July 28, 2021. If the winning entry was submitted via email, the winner will be notified via email.

Eligibility 


All US residents 13 and over

The prize will be mailed to US addresses only. Entrants must over 13 years old.

For the complete contest rules, visit https://internationalfrozenyogurt.com/official-rules-for-the-summer-froyo-creation-contest/

Good luck froyo fans!

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Thursday, July 8, 2021

Giant Purple Yogurtland Spoons & Fruit Bowl Fusions


Fro-yo girl here. I wasn’t going to try Yogurtland’s Fruit Bowl Fusions BUT they’re giving a free giant purple Yogurtland spoon with a fruit bowl fusion purchase this week (from July 5 – July 10, 2021). This is a NEW giant Yogurtland spoon. You get one giant purple spoon per transaction per guest when you order a fruit bowl fusion online or in-store.

Fruit Bowl Fusions are made with fresh fruit. Choose from Street Style (watermelon, mango, pineapple, lime dressing, Tajin, and chamoy) or Bionico (strawberries, blueberries, banana, sweet coconut milk, granola).

I tried the Street Style fruit bowl. The associate put the fruit in a mixing bowl, added chamoy, Tajin and lime juice and then tossed everything together. The flavors were sweet, slightly spicy, and tangy.

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Esti Dairy-Free Yogurt Review

 



Fro-yo girl here. I found a new yogurt to try while shopping at Sprouts the other day: Esti Dairy-Free Yogurt. Esti’s dairy-free yogurt is vegan, gluten-free, non-GMO, probiotic, contains no starches, and is made with coconut milk. One cup is 4.2 oz and retails for $2.29 at Sprouts. During my visit, Esti was on sale for $1.99.

Vanilla Yogurt: Really good but very rich, like eating coconut cream with a hint of vanilla. The sweetness and richness were natural. The texture was super thick, thicker than regular yogurt, and creamy. It’s high and fat and filling. The yogurt was not tangy. It was more like cream than yogurt.

Plain Yogurt: Similar to the vanilla flavor – super rich and natural tasting. One serving is 230 calories, 21g total fat, 12 total carbs, 9g total sugars, 2g protein.

Ingredients (Plain): Organic coconut milk (organic coconut extract, organic coconut water), organic maple syrup, agar agar

Available flavors: Chocolate, Almond Chocolate, Vanilla, Plain, Mix Berries

Esti Yogurt is rich and natural tasting. My only issue would be that it’s too rich to eat on a regular basis.

4 out of 5 stars.

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Tuesday, July 6, 2021

Menchie’s New July Flavors: Birthday Cake OREO Cookie & Raspberry HI-CHEW



     
Fro-yo girl here. This month, Menchie’s has two new froyo flavors. HI-CHEW Raspberry froyo features one of HI-CHEW’s newest flavors, Raspberry, a tangy and sweet flavor. This is the third collaboration between HI-CHEW and Menchie’s. HI-CHEW Raspberry is bursting with raspberry flavor and a perfect combination of sweet and tangy. It’s made with no artificial colors, no artificial flavors, no gluten, and no high fructose corn syrup. Because it contains dairy, HI-CHEW Raspberry is thicker and creamier. It did taste like HI-CHEW candy but I’m not sure that I’m a fan – even though I like HI-CHEW, I don’t want fruit candy flavored froyo. Recommended toppings: Strawberries, Nilla wafers.

Menchie’s has partnered with Oreo again for the new flavor, Birthday Cake Oreo Cookie – the classic Oreo Cookie with a sweet birthday cake flavored twist. Oreo comes in so many flavors now. Birthday Cake Oreo Cookie was pale brown (it looked like cookies & cream froyo) and it tasted extra sweet because of the birthday cake flavor. Recommended toppings: Oreo cookies, mini Hershey’s Kisses

These flavors are available for a limited time while supplies last. P.S. Self-serve has returned to Menchie’s Valley Village.

You know you love me. X0 X0, fro-yo girl. 

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Monday, July 5, 2021

New Summer Line-Up at Yogurtland: Fruit Bowl Fusions and Acai Bowls

 



Fro-yo girl here. Yogurtland just launched a few new summer offerings. First, Fruit Bowl Fusions are made with fresh fruit. Choose from Street Style (watermelon, mango, pineapple, lime dressing, Tajin, and chamoy) or Bionico (strawberries, blueberries, banana, sweet coconut milk, granola). Yogurtland Pasadena priced these at $6.99 each. Next, they have acai bowls where you choose the base (acai or pitaya) and the style, (1) strawberry banana granola or (2) peanut butter. These were $7.99/each at Yogurtland Pasadena. The fruit bowls and acai bowls aren't self-serve.

Since none of these offerings includes frozen yogurt, I’m not going to try them but I’m curious what others think of the offerings. I've had bionico and it's usually made with crema that's way too sweet, topped with very sweet granola, and doused in honey. I've had mangonadas too and I'm not a fan...prefer my fresh fruit unadorned. Acai and pitaya bases aren't as good as froyo!

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Saturday, July 3, 2021

July 4th/Independence Day Froyo Specials


Fro-yo girl here. National Frozen Yogurt Month (June) is over, but July is still prime froyo consumption time and Independence Day (4th of July) is traditionally a big day for frozen yogurt. It’s easy to get in the spirit of Independence Day by creating a patriotic red, white, and blue froyo creations or by ordering a patriotic froyo cake (or froyo pie) for your Independence Day celebration.

Note, some shops are closed or have special hours on the 4th. Some have froyo specials, like free froyo; here they are, in alphabetical order:

  • Andias Frozen Yogurt (Hialeah, FL): Buy one froyo, get one 50% off on July 4, must show offer to cashier, IG @andiasfrozenyogurt
  • Chill House (Maurice, LA): Ask for the $4 special - mini waffle cone with vanilla froyo, blueberries and strawberries
  • Frost (Kailua, HI): Free froyo on 7/4 from 4 PM - 5 PM
  • Kiwi Loco (Rexburg & Pocatello, ID): 4 oz free on July 3, closed on July 4
  • Menchie's (Kingwood, TX): Fill your cup for $6 on 7/4
  • Peachwave (Holland, MI): Wear red, white, and blue on the 3rd-4th of July to enjoy 20% off a bowl, smoothie, or float
  • Pinkberry: Get $1 off your take home container when you use code 4THSOCIAL online during 4th of July weekend
  • Skinny Dip (Sarasota, FL): Make a patriotic froyo and mention it at the register for10% off on 7/4
  • sweetFrog (Catonsville & Laurel, MD): BOGO 50% off from 7/2 - 7/4, must check in at kiosk to redeem
  • sweetFrog (Bear, DE): BOGO 50% off on 7/4, must mention offer post 
  • sweetFrog (Fort Belvoir, VA): BOGO 1/2 off from 7/2-7/4
  • sweetFrog (Victorville, CA): BOGO 50% off from 7/2 - 7/4, must check in at kiosk to redeem
  • sweetFrog (South Bend, IN): BOGO 1/2 off 4th of July weekend
  • Yogli Mogli (Douglasville, GA): $5 fill up on 7/3 from 12 - 4 PM, 10% off on 7/4 from 2 - 6 PM
  • Yogurt Shoppe (Pacific Palisades, CA): Annual Kids on Bikes contest at the shop on 7/4, best decorated bike or scooter wins a $50 Yogurt Shoppe gift card. Three winners will be selected.
  • Yogurtini Legends (Kansas City, KS): Buy one, get one 50% off on 7/4/21, show offer to cashier, IG @yogurtinilegends
  • Yogurtland: Get $4 off your online order of $15 or more on July 4. Use promo code JULY4 at checkout at yogurt-land.com/order or the Yogurtland mobile app. Online ordering is available at participating Yogurtland locations.

Look for updates to this post! Also, check out the Independence Day Froyo Pinterest board with July the 4th inspired froyo images.

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.

Thursday, July 1, 2021

Orange Patisserie Boba Brown Sugar Milk Ice Bars Review



Fro-yo girl here. Orange Patisserie Boba Brown Sugar milk ice bars are a product of Japan. There are five individually wrapped small ice bars per box. The bars are wrapped in clear plastic. Each bar is 65ml.

I found them at a H Mart Arcadia for $7.99/box.

The actual bar looked paler than the one pictured on the box. It was soft and creamy with a milky flavor. And it was loaded with boba balls. The boba was soft but not chewy. While the bar was pleasant enough it lacked brown sugar flavor, was very sweet, and the balls were not chewy. It’s made with Okinawa brown sugar but apparently, not much of it.

One bar is 110 calories, 4g total fat, 18g total carbohydrate, 10g total sugars, and 1g protein. The list of ingredients was scary long but the main ingredients are water and sugar.

3 out of 5 stars.

* HMART: 1101 W Huntington Dr., Arcadia, CA 91007

You know you love me. X0 X0, fro-yo girl.

Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.