FESS: I have been in business now -- other than the acting side -- for close to 40 years. And I'm local. And we have tried to do the quality that we've talked about. Now what I'm finding is that there is an acceptance of the expectation of quality but there is also a grocery store viability of Fess Parker as a name.

HATTIE: You didn't want that.

FESS: I didn't want that, but we found out along the way that that's the way the big distributor was disposing of our product. They could sell it to the grocery store. Once we sold it to them, we lost total control. So they could take a truckload right from the warehouse and go right to large grocery chains and put it out there, and we couldn't do nothing about it. Eventually we figured out that we needed to be with a distributor who concentrated on on premise, or restaurants and shops.

HATTIE: With the fine shops.

FESS: The fine shops.

HATTIE: Now you just hit on something here. If you priced your wine the way you want to price it, and that distributor sells it at a warehouse discount, as long as you're getting your margin, why do you care?FESS: This is a long-term business. I think in some businesses you could say, `This is our first year, our second year, our third year.' But I think this is a business of decades and we're about to complete our first decade. And, we're thinking not now, but 10 years, 20 years, 30 years down the line because this Parker family will soon have eleven grandchildren. And we hope that some of them will find this a fascinating enterprise and will keep it going. What we really want it to be is in fine dining circumstances.

HATTIE: How long did it take you to get to that conclusion, that where we belong is the fine restaurant? I think that's a--that is such a niche. Don't you think that's a real, thin, finely carved niche, the restaurant business?

FESS: Well, it is. But if you can present your wine and it becomes a staple on their wine list, then while it's not a huge sale--but it is a sale that builds.

HATTIE: Continuous.

FESS: But if you find the wine and you like it at this restaurant, the customer goes to another restaurant and it's not there. `Do you have Fess Parker wine?' `Well, no, but we can get it.' So we - it is exponential.

HATTIE: OK, so you feel you have greater growth opportunity and continuity opportunity?

FESS: Exactly.

HATTIE: That's what you're after. You're after the continuity.