25 May Indoor Herb Garden from Denmark
Table of Contents
Peter is the founder of the Danish indoor herb garden company Nordic Grow. Nordic Grow uses artificial light to grow your indoor garden herbs. You only need to add water once a month to the Scandinavian Designed Kurt, the indoor herb garden takes care of the rest. We had a chat with Peter about sustainability, how NASA technology is now been used in commercial settings, and how vertical gardens are a reality in many countries in food production. It was interesting to learn that this technology can help those countries that perhaps do not have the space to grow their own products. It was such an interesting chat and I recommend checking out their website and crowdfunding page below if you want to get one for yourself.
You can follow Peter and Nordic Grow:
Link to Indiegogo to crowdfund your first Kurt.
Questions About Indoor Herb Garden
- Tell us about yourself and who you are and what you do?
- Where is growing things under artificial light originally?
- Will all our food be grown by artificial alight in the future?
- What is Nordic Grow your brand and product?
- Do you have three separate pots and how do you keep the herbs separate?
- How long the plant lasts in the artificial light?
- How did sustainability come as a as part of your life?
- Where do you see the Nordics and these eco-friendly lifestyle going next?
- What would be tips for a more eco-friendly or sustainable home?
- Where do you think Nordic Grow will be in two years’ time?
Transcript of the podcast chat
A very warm welcome to Peter to Nordic man podcast.
Thank you very much.
Now, Peter, tell us a little bit about yourself and who you are? And what do you do?
That’s, that’s a big question. No, yeah, I could do the very short version and then we can deep dive in. So yes, I’m, I’m from Denmark, lift outs and in Copenhagen all my life. I have educated as a background in economics, and then worked at a big pharmaceutical company as a management consultant with 40,000 employees always had the dream of building starting my own company. And, and yeah, had a lot a lot of terrible ideas. Yeah, so basically tried them out a little bit on a hobby basis. But then, quickly, found out that none of these were any that I wanted to really dive into. And then came across a, a growing trend of growing things under artificial light. And I thought that was super, super interesting. And really looked into what is this what is this trend and just saw across all segments, both in the industry Yeah, there are vertical farms feeding see cities already now.
Until the retail segment where you have in, in shops here in Denmark, they are growing herps in the store. And then in the private consumer space, where we are trying to get in with kind of growing units where you can grow everything at home, in a very fast, simple and sustainable way. So that’s, that’s kind of the very quick intro to my little journey, and how I got into to this from starting with real economics and in the big corporate, to very small corporate now, but growing, so that’s what we’re leaning onto, or grabbing onto. And they’re basically coming a little bit sideways into this whole this whole industry and topic, but really, I found it super interesting, the more I dive into it.
Now, the product and the brand that, you know, you have is called Nordic Grow. And you already touched upon that it’s about growing, you know, green things under artificial light. But where has this actually started originally, you know, growing things under artificial light, is that the from the US? Or is it from Europe? Where does it come from?
Yeah, so actually, the concept states way back, but I think if we talk about this way of growing, many refer to actually NASA and they use because they use it also currently when they are when they do space missions to grow fresh plants in space. Because you can basically with this technology, you control every aspect of plant growing, meaning that you can put a plant in a dock cabinet in your home or for the sake on Mars, and then you can actually grow also faster and and quote unquote better or with the same output every time without any pesticides without any of the bad stuff, but only just controlling and giving the plants all what it needs basically to thrive. So NASA is actually using this and have been using it for many, many years. The reason why it’s very much booming right now and have been for the past 5-10 years is because the invention of the LED light before then, you could still do it, but it was very inefficient. And the LED light is very efficient. Meaning that you now can kind of your input of light to output of plant, you can really get something out of this both on a big and on a small scale.
So has there already be like a commercial, you know, companies prior to yourself doing this and trying to, you know, grow things or give the equipment’s because it sounds quite technical, you know, challenge to do it like, okay, NASA can do it, but how do you do it at home?
Yeah, that’s that’s a very good question. And I think I always like imagine a scale from left to right, or what you will have it but then you would have like very, very simple and very, very advanced and very, very advanced is of course, NASA and they control every aspect and also, you know, these vertical farms that you might have heard of, but this is basically you know, right Upon wrecks stabled upon each other, and then they have these, like, tables of Herbes and greens, that they basically grow under light, and they can have them in 14 stories.
And, of course, that industry is very much, you know, how much can we get out of the square meter space. So now you are down to controlling pH level and nutrients, you know, very, very technical and humidity and all these sorts of very, very technical things, if you then move down the scale from that, so towards, for example, what they have in supermarkets here in Copenhagen, then they have this little you can say, grow system where there’s maybe two meters high, or you know, like a person height, and then you have small trays, and then they control a little bit less, what the plants do is that they still grow, and they still grow just fine, they just don’t do not grow as fast. And when I say as fast, I mean, still maybe three to five to 10 times faster than your outdoor growing, but just not as fast as your vertical farm that is super optimized.
Then if you move one step down again, then you come to us where you say, okay, in a private home, you maybe do not want to have only purple light in your living room, you maybe do not want to have a machine, you know, humming in the corner, because they need to control everything at every second. So so you move down on the technology scale, so you only give the plant exactly, are basically what it needs, but you don’t optimize for every quarter like or every 15 minutes, you don’t optimize for the plant.
Again, that just means that you maybe take 10 20% of the growing rate, but it still grow super fast, super nicely and tastes really, really good. So you can say, it is more that if you want to really really get up there and grow a lot, a lot A lot in big, you know, vertical farms, then you need to optimize for a lot. But for each you know, advanced technology we put in, you get very, very little out of it. But you of course when you have a big hallway or big house or whatever you have of where you grow, then of course it matters where if you just optimize two or 3%.
So basically to, to sum it all up, we take the simplest version of this, so everybody can do with. And basically in our system, you have to water once a month, and the rest is taken care of by the system.
And do you think just like listening, what you’re saying that our in the future, all our food that we consume globally is going to be, you know, done by artificial light?
No, I don’t think so. But I think it is a very, very good substitute for many, many different things. So I do think that in the future, like a big portion of our food will come from this vertical farm grown under individual light. I’m actually not in doubt of it, because it’s already happening.
And big investments is coming in all countries. So just to give you an example, here in Copenhagen, they have built now Europe’s biggest vertical farm. And it is going to win at full scale provide 5% of of Denmark, herbes and greens went in full capacity. And that’s just from one vertical farm. So it is coming. It’s not a matter of if in my opinion, but when and how fast.
Yeah, it takes less space as well. If you think about you know, it’s vertical versus you know, if you have just yeah, and countries who have lots of population and not so much land to farm, it makes sense to have vertical farms.
Yes, exactly. And then you can actually release that farm or that area of land that is farmed now. And then actually give it back to nature if you’re if you will, you know, give it back to make forest make biodiversity, you know areas. So essentially you can in this farm that I’m talking about the stack, you know, the these growing trays, 14 storeys high. So you can imagine if you have one square meter, then you have 14 square meters of growth.
So of course you can multiply that superfast so so that’s why the technology is so interesting for me, and why I think it is a matter of when rather than how but I don’t think it will, you know, substitute all of our food because there is still this you know, how much energy do you put in to all these funds and they do take up some energy and how much do you get out of it.
For example, Reed and some of these, you know, crops that that that take A lot of lot of time and energy, I don’t think, in the near future, at least, that I can see will be put into vertical farms for all greens, you know, vegetables or some vegetables, you know, Herbes all the things they will at some point be more or less vertically farmed. I think.
So we’ve been talking about artificial light here. But tell our listeners, what is a nordic grow, which is your brand and the product that you have?
Yeah, so how we translate this is that we take this technology, and then we want to put it into some Scandinavian design, and then make it easily accessible for everybody. So that everybody can join and hub on board this journey and really feel a part of an learn about how to do this. So basically, what we our first product is a windowsill sized, little indoor garden, where you can grow three herps, quite big three Herbes and then you basically just have to water once a month.
And that’s it. So there is a built in grill light that we have developed throughout the past year to not be this purple or bluish hue that you would see in a normal grow light, but actually this nice looking white, slightly warm white light. And then there is a self watering system that basically provides the water that the plants need. So it is a kind of an easy fix for everybody to get on board and to try this out. And if they want to grow anything on it, other things, then then herps the system provides that as well. You can grow chilies, tomatoes, everything.
Of course there is a size constraint is that if your tomato plants outgrow the system at one point, you need to replant it, but basically you can you can do that. So it is a little growing system that is just making it easy for you to keep herbs, fresh herbs, keeper tomatoes, chilies, whatever you would like to go.
That sounds fascinating. Because here in Australia where I’m sitting like just talking about tomatoes, they’re like almost a weed, you know, in a vegetable garden because they grow so fast and so high and they take over the whole place. And then some of the Herbes that you’re trying to grow get suffocated? So do you have like a three separate pots? Or how do you kind of keep those three things separate?
So you have you have three separate pots in the system. And then you can of course grow the same plant or you can go three different plants in those points. And they are at least two Denmark, Scandinavia and around these countries built in a dimensions to your average standard herb from the supermarket.
So imagine that you buy at like a supermarket herb, one of the big ones, then you can basically also if you don’t want to grow yourself, but just want to have like basil or mint or rosemary and kickstarted a bit you can basically just insert these directly into the system and they will flourish and thrive in there.
Because many people get this challenge is that I buy a basil, maybe pick one or two, we’ll have a bit of the leaves and then it stands and look a little bit sad in the window sill because, you know I Oh, yeah, exactly. And that’s, that’s a challenge that many many can relate to. And basically now you can just insert it in our growing system which we call Kurt. And then Kurt will basically take care of your hopes or your plant.
And how long can you harvest that one herb that puzzle that you bought on the supermarket’s and you use for your leads and then you just put it on the new to grow there. So is that like forever or just they come to an end when you just need to remove it and put another plant in?
Yeah, so you can grow by two options in our systems we provide the most kind of organic seeds and and cocoa fiber and everything seeds we can grow from seed, that’s one option. And the other option is that you grow from the supermarket. From our seeds, we really kind of done a great effort into how can we really have the best seats for you for the environment and also so that is that were you able to buy and then how can we have the best nutrients and so forth.
So we made kind of take all the best ingredients and make it into a secret that you can buy. So so so you can grow from from the our seats and in that you can grow basically, you know, forever is a long time but but but you can grow at least for three to four months with the nutrients applied and then you can always add on top up with some more nutrients in there, and then they can flourish. I have a coriander and a parsley at home that has been on in there for six months now.
And I just, I just yesterday added some more nutrients. But other than that they’ve been fine, actually. So that’s kind of our own secrets in terms of the supermarket herbes, of course, it very much depends on which kind of like, what’s the quality of the herb? And how close are they put together and all of these factors, but you know, if I had to give you an answer, easily, they can be there in their food for two months, one or two months.
Then you might need to add some nutrients, you might need to trim a little bit but basically, if you take care of them, they can also keep thriving after that.
So how did the sustainability come as a as part of your life, because you’re very passionate about this, I can hear it from your voice and how you talk about it. But, you know, this, you know, eco approach. I know. You know, I still think I’m in the new digs. But I’m saying us in the newly exalted countries are very well known in the world about having this sustainable approach in life. And we have the recycling bins and all the systems in place.
But how did it came to you as you know, you had a career, but then, as you said, you have all these terrible ideas that you were trying out? And then this terrible idea presented itself to you. So well, sustainability is something as a value for you that you already were kind of like, yes, this is part of me and my life that I want to pursue? Or was it just that this particular, you know, brand product, this particular inventions as he came to that? Okay, I want to go and see where the skills?
Yeah, And it’s a good question, I think, to be to be very honest, I think I’m also one of the persons who have, you know, grown in terms of sustainability. And the more I think the story is repeated, but the more you look into it, the more aware you become, and maybe the more conscious you make, you become your choices. And that’s certainly also has been my journey as well.
I think in terms of sustainability as such, I think the term and how is it you how it’s used, almost globally, it’s so difficult to comprehend, because there’s so many factors and so many things, and then you should do this and do that. And, and everyone is screaming in one end, and then in the other end, and it can almost seem paralyzing, at least to me, you know, what can you in the end do other than stop breathing help, if you don’t want to reach out to you to write, but I’ve learned and also seeing that, you know, it really makes sense for me to work on this trend, which I really, I can really see how this can concretely help the environment and us as a si you can say human species with, you know, food scarcity, and also a big thing within this is water scarcity.
So this technology, it you know, reuses the water in the systems, meaning that you have compared to standard agriculture use 90 to 95% less water. And that’s that, that means that you can apply this not only in rich developed countries, but also in, for example, many countries in Africa, they have already started to experiment where they don’t have as much water so I can really see how this technology can concretely help us. And this has really kind of for me, put a you can say a mark on okay, I can see if I can I know that I can.
I’m not Nordic Grow is not going to be tomorrow, the solution to everything but if we can take the consumers on a journey and really educate the consumers is that this is also something you can do, you can grow under artificial light, it has all these benefits, then when they see the products that is grown vertically in the supermarket, they will also be more customed to these things.
And I think where we can make this push is really to take the consumer journey and tell them a little bit about this trend that is common, and make them comfortable also buying it both in the shops but also growing at home. So I think that that really makes sense to me and has you know, also made it worthwhile all the long, long nights of of making startups and you know, and really getting this off the ground.
And where do you think these eco-friendly lifestyle is going towards in the Nordics, as I said earlier, like the Nordic countries are usually the one who are doing things first and then other countries are following, which I would hope that Australia would be one of those but We have a long way to go here. Let’s put it that way. But where do you see the Nordics and these eco friendly lifestyle, the organic sustainability all that going? Where do you see? You know, where is it developing to?
Yeah, so I mean, unfortunately, I don’t see it going as fast as I think many would want. And that is a longer discussion around political will. So, for example, in Denmark, we had a, an election around two years ago, where it was deemed a climate election. So you know, all the parties in our Parliament screamed about how much they would do for the climate. And then when it comes to the government, now, they have two years after and, yes, Corona has also been in the in the picture, everybody knows that. But literally no actions have been taken.
I can see and maybe some small ones, but none that, you know, has come to my mind. So I think there is this frustration is that, I think there’s a big will in the population, at least in some parts of the population to actually do their part. But we need a political will to do it. And, and right now, in Denmark, at least, we are government said it must not cost any money, it must not cost any jobs.
Basically, it must not cost anything to do a climate, you know, restructure of our society. And everybody just knows that then Okay, then you don’t get the restructure, right. So it is, I think there is this tension. And, you know, Now COVID-19 has really put a pause on this tension, but there is this tension in the population is that, you know, now we have elected or really try to elect someone who we thought would go for more climate friendly solutions, and we get have to see the big impact.
So there is really a will to do it. I believe I also live Of course, in in the, in the biggest city in Denmark. So, disclaimer here. But of course, I think there is a big wheel across across a lot of people, and also to salt, you know, trash also to do the little things, but, I think there’s also this frustration that if it doesn’t pan out into any political, you know, directions, then it can also seem a little bit pointless, then if you don’t regulate the industry, but you sold your plastic trash, you know, there can be a little bit of a mismatch, and you can take the, you know, the, the momentum a little bit away, I think of this sustainable, you know, trend and will in people if you don’t do anything from a political side.
So, so really hope that once maybe COVID-19 is, is getting more under control that that that we will see a focus on this also in Denmark and in the Nordic countries.
Yeah, I have to say like looking from afar, and after being living in few countries that, you know, the Nordics, don’t necessarily even realize how well, things are there. And I and I remain hopeful I have to because I’ve seen how great you know, things can be. And then you live in the countries where the governments don’t care, and they’re not in the sustainability. And they just more coal and more coal, or coal, and they just don’t see the you know, the long term impact.
So they don’t want to see because it’s not politically popular to think that way. But then our neighbours in New Zealand is we would like to steal their Jacinda Arden as a prime minister to here. To be honest, because she’s a trailblazer in terms of getting things moving in New Zealand, where they perhaps haven’t been doing a lot of, you know, good, you know, political decision in terms of the environment in a in the past decade.
And she’s really pushing things forward. So, yes, I do remain hopeful that, you know, in the next few years that not just in the Nordics, but you know, in globally that there will be more pushed more eco friendly approach in everything. Now in terms of sustainability and eco friendliness. What would be your kind of tips to anybody who’s you know, wanting to have more eco friendly or sustainable home. What do you few things that you think that they could do you know, differently?
Yeah, and also interesting to hear how Australia and New Zealand I have followed a little bit on New Zealand and I think their prime minister is quite cool. And I like from afar she ike she’s taking.
She’s not as cool as the Finnish Prime Minister, I have to say.
Yes, I’ve also seen her and I, that’s a whole other discussion. And yes, she has also been a discussion in Denmark. But I think in Denmark, she’s also celebrated as a as a woman who, would ask to stand forward.
Yeah, yeah. No, I think they’re both are amazing. And even in Australia, like lots of people look at those, you know, all the Scandinavian leaders, you know, being women. I think Swedish this is male Prime Minister if I’m mistaken. Yeah. So he’s the only man over in Sweden. Swedes are the odd one out anyway. Lest not tell them?
Yeah, I heard your podcast and the Sweden things. I know that was quite funny, actually.
Yeah. Oh, my gosh, you will get so much of that.
Oh, my gosh.
But yeah, no, I mean, you know, even in here, like people are looking at Jacinda Arden, she’s young, she’s female. And she’s pushing things forward. But in Australia, it’s very, um, my Australian listeners are going to probably lynch me now after saying this. But it’s true. It’s very male dominated society. And it’s very men make the decisions the man is the man and woman is the woman.
It’s very hierarchical, and a kind of backwards that way. And, you know, we are led by a Caucasian male here in Australia, when a Caucasian male are probably the minority society nowadays, but that it is what it is.
But yeah, Nordic countries are so ahead of everything, you know, I have to say, but in terms of coming back, what do you think? anyone anywhere who’s listening to this? What could they do if they wouldn’t be more eco friendly and more sustainable in their country in their home?
Yeah, so So I think, what comes to mind, and that’s also based on my personal kind of recommendations is three things. So I think one is getting closer to nature. And what I mean about that is, I think, as before, as I said before, the more you know, the more conscious you become, meaning that the more you care about, and the more you’ll see both the devastating things we do about nature, but also the beautiful things that are in nature, then then then you actually want to preserve and you actually want to do your part, and you look up, what can you actually do.
And I think that’s the first step to actually just get closer to nature a bit. And you can do that, I think, in many ways, and in your own ways, and it depends on where you live, and how you live and everything. But for example, if you kind of go to the nature, then then what what I’ve done and learned Actually, I’m not a gardener by myself, before starting this, this company, and I’m not a gardener now, but I do make my own little home gardening at home.
I think it’s just getting that feeling of, of a plant growing and taken care of, of something. And then even on top of that, something that you can then harvest and eat. It’s just such a great thrill, and I think has brought me closer to nature and, and just make me cherish more, all the things that that nature has to bring. So I think at first I’d get closer to nature. A second step is of course, once you start looking into what we do, and what we can do as consult consumers, then is very much be conscious about what you buy, I think a very good example that you probably have already already know, is this toothpaste box in Iceland? I don’t know whether you’ve heard about that.
No, I haven’t. What’s that?
It’s it’s basically a also there’s a big hashtag going on and has been going on. But basically, some consumers started to look into why is there actually a cork board box around our toothpaste? Because you know, the toothpaste is in a concealed plastic container. And then actually, they started to say, hey, we’d actually for climate reasoning, why don’t we just not buy toothpaste with boxes around.
And what that meant is that then the companies of course, swiftly saw that they didn’t need to put a box around which was cheaper for them and better for the environment. And then basically now in Iceland, and they sell toothpaste without boxes. I don’t so this is a story that I’ve read online, I haven’t go check on all the retail stores in Iceland so of course it should be taken with a little bit of courses, but I think it’s just testament that you can actually as consumer make a change.
Of course it’s not every day and it’s not going to be a from tomorrow, but you do actually have an impact from from a consumer standpoint. Because if the companies can see that they can save money and make more money, then they will accommodate that in. And that’s what actually happened here.
And that’s actually so right. Like, why is there a cardboard box around? toothpicks? toothpaste? You’re so right. Like, like that is like, Yeah, why do we have if anybody’s there and you’re in Iceland or you know about it, please let me know, because I’m going to go and now Google because I’m intrigued after this recording of how this is just yeah.
Yes. And I saw a hashtag start, like, there was this guy who started the hashtag in the US. And I actually thought first because I googled also before this podcast, just to make sure I thought it was in Norway. But if you if you look it up, and then basically, in Iceland, that’s what they say that if they sell it without the boxes, and, and maybe I mean, this is one of the trends that we you know, everybody can see that why do we actually have these boxes?
And then it’s a small thing? Yes. But you know, it leads to a bigger change. And I think I really like these small stories. Yeah. And it’s like here in Australia, like you can buy apples and meanderings and pears like they are and put them in a bag. Or if you’re lucky, it’s a you know, like a cardboard box or something like that. But then you have ready-made boxes, which are plastic, like boxes with the plastic foil around them. And you can buy those as well. But then it just picks a different .Why would you buy the ready-made box because when you can go and buy them yourself and put them in your hash net net, that you you know, where you put your vegetables and it’s like, why things are adding as opposed lazing is also isn’t like we humans tend to be a bit lazy.
So we like to have the ready-made thing rather than make that little extra effort, which actually reminds me what he was saying about that, you know, the gardener, but you still grow things that hurt man, it’s kind of like you can harvest of what you have. It’s almost like taking a step back in time, when our parents, our parents, parents used to be farmers, and they were growing most of their food themselves, and they only bought meat and whatever they couldn’t get from their farm or where they were growing up.
So I don’t know about you, but that just brings me back thinking, you know, generations behind my family in Finland, who would have been actually been farmers, and they were producing everything, most of stuff that they were having themselves.
Yeah, I mean, exactly. And I think a lot of like, side benefits comes from growing yourself. I mean, there’s studies and also running studies showing that, you know, it’s, it has a decreasing effect on stress, it has, you know, General happiness by having a more green home and all these things, you know, I’ve looked into many of them.
And, of course, it’s always with, with sciences that how, like, how’s the studies made and everything but I’ve truly believed that, you know, that there is a lot of positive benefits from growing yourself. And I think, from my point, I don’t necessarily see that we are, you know, have a future where we each grow everything ourselves.
But I really do see a future where we grow some parts of our intake of food ourselves, not only for the, you know, consummation of it, but also for the added benefits and the learning and also, for many families who live in big cities where many people live, they also want their kids to connect with nature and see that, you know, a carrot doesn’t come from the supermarket actually comes from, from having been grown and you know, all of these learnings that you can actually have and teach at home..
Yeah. I mean, Dr. Google is has answer for everything.
Now, where do you see yourself in two years’ time and where you think Nordic Grow will be. What’s your plan?
Yeah, so the ambition with Nordic grow is really that if you think about growing anything at home, then we want you to at least consider and think about Nordic grow. So now we have made this first product of a herb garden, you can call it but we also want to make a walled garden. We also want to make a larger bench you can have in your kitchen or balcony where you basically open up the lid, and then you have your whole kitchen garden in there.
So Nordic Grow needs to be a variety of systems that basically accommodates you know every need if you want to grow anything at home. So that’s our ambition. And that’s where we want to be, whether that’s in two years, right now we are a startup so so we don’t know where we are in two weeks.
But that’s our guiding star of where we want to be. And I think for myself, then it’s, it’s really about being positioned, you know, with knowledge grow in the market as as this player that can, you know, help and not only sell growing systems, but also actually educate the consumer, if people want to people can also just you know, grow and then not not do anything, but we also want to have a knowledge base to actually educate people about this coming trend because we really believe it’s coming and then we want to really have enough knowledge out there so the debate is around vertical farming is in the right way and not skewed by you know, clickbait taglines and everything so we also want to be a knowledge base for populations and consumers who can then learn a little bit more about what does this actually mean do we have to be afraid of it?
No, maybe not. What does it do when everything so not only do you want to grow with only grow but we also want to grow with the consumer and educate them a little bit on this?
Well, you made an excellent start, you know, like, I think there’s a lot of other technology that is coming out of NASA Now that they are not as secretive as they are but perhaps we’re like, you know, ages ago, so I can see great things happening for the Nordic Grow and tell my listeners where can they find this product? And please tell me do you ship overseas already?
So right now we do not ship to Australia unfortunately. But we’ve just launched our Kickstarter as we also talked about before and it’s going really great and has kickstarted us so we will soon be able to ship globally because we have interested interest both from the Europe Japan us and maybe also now from Australia.
But yeah so we will soon be able to but where people can find it is basically going on and Nordic Grow. DK and then they will be able to find our product, find more information and follow our journey.
Lovely. Thank you so much, Peter, for your time. It was absolutely a pleasure having you at the Nordic man podcast and please everybody go and check out Nordic Grow.DK
Thank you so much for having me.
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