What We’re All About

The Power Up program identifies quality products through clean and transparent labeling. These products will provide energy supportive nutrients essential to the body.

Our Mission

To engage and simply educate our customers on the importance of using quality food as fuel.

danille

Meet Danielle!

Holistic Nutritionist (R.H.N.), Natural Chef. R.M.T.

Danielle has grown up in the grocery business and is very passionate about healthy lifestyle choices and the importance of reading food labels. She’s been practicing in the health and wellness industry since 2006 and in 4 years she graduated from the Canadian College of Massage and Hydrotherapy, Canadian School of Natural Nutrition, and Bauman College in Berkley California. Danielle co-founded a company called 4 the Luv of Food, which developed a formula that has helped over 200 people gain control of their blood sugar levels. Using this simple formula she lost 23 lbs. in 3 years and hasn’t looked back. She developed a line of blood sugar friendly snacks called Danielle’s Naturals and believes healthy eating should NEVER compromise flavour. Danielle finds joy in educating and motivating others to make more mindful food choices.


In-Store Sampling Schedule
View Full Calendar & Product Schedule
Power Up Your Food

In Season Foods

We live in a country that has a limited growing season but in those 160 days of the year we yield some of the most delicious fruits and vegetables. We are also fortunate enough to have some impressive greenhouse crops year round.
When produce comes to us from other countries they are picked early to ensure ripeness upon arrival, which deprives the fruit or vegetable of optimal high-energy nutrients. Local produce is picked ripe, with minimal travel time allowing for peak nutrition.

We want to encourage you to eat with the seasons. Local, seasonal, homegrown food sustained our ancestors in a healthy manner providing all the energy they needed for their day. There were no strawberries in the winter, and while we are fortunate to have them available to us, are they going to give us the most nutrients? Not likely. Past generations were not influenced by the nutritional advice that promoted foods inaccessible to them. They kept things simple and so should we.

It’s our job at Vince’s to identify Ontario’s Goodness as well as in-season produce year round to make sure you’re getting nutrition at its finest.



Back

Local Foods

We are a community-based store that loves to support local. Beyond our produce department we have many suppliers that offer products using locally sourced ingredients. Buying local foods:

  • Supports our economy through local farmers and other producers.
  • Encourages sustainable agriculture.
  • Are more nutritious and taste better.

Whether it’s oats, barley, maple syrup, or honey we take pride in bringing awareness to products that support the local movement.



Back

Blood Sugar Friendly Foods

One of the main contributors to today’s health issues is excess sugar, which comes in the form of carbohydrates. All foods fall into one of, or a combination of three main nutrients – carbohydrates, fats, and proteins. The body can breakdown and use all three, but the only one it can readily store are the carbohydrates.

Carbohydrates include sugars and starches as well as indigestible fibre which helps to slow down the rate at which the sugar is absorbed into the bloodstream. Once consumed, all carbohydrates turn into glucose (sugar) which the body may use for energy or store as glycogen in the liver and muscles.

When we over consume carbohydrates and our body has to continuously store unused glucose, the glycogen tanks get full causing glucose to pool in the bloodstream. This increases the body’s production of insulin. Over time the body can develop a resistance to insulin, a hormone produced by the pancreas that shuttles glucose to the cells for use or storage. With excess glucose floating around the bloodstream the liver sends it to the fat cells and can also make it into LDL cholesterol, which is when diabetes and other diseases can manifest.

Diet plays a huge role in controlling insulin and blood sugar levels. Fats and proteins slow down the rate in which sugar is absorbed so they are good additions to carb heavy meals allowing the body to use the carbs for energy leaving nothing left to store.

Now that we’ve broken down the basics there’s a general rule that we stay true to, never eat “lonely” carbs.

We use a simple formula created by 4 the Luv of Food to identify the blood sugar friendliness of a product:

Carbohydrates (–) Fiber (–) Fat (–) Protein should = 0 or less than 0

We will be using the “Balance Factor” (BF) scale to clearly identify a products impact on our blood sugar. If a product has a number of 0 or < 0 then it has the green light.

If the product has a positive number then caution (yellow) is advised and pairing is recommended. For example: pairing crackers with cheese, apple and peanut butter, berries and Greek yogurt.



Back

Clean and Transparent Foods

What defines a clean label? Simplicity. Products made with minimal and pronounceable ingredients. Foods that are clean will provide energy, potential vitamins and minerals, and result in little to no waste. Clean foods should leave you feeling energized, healthy and satisfied. When you fuel yourself with quality foods your body is less likely to crave foods that aren’t beneficial.

Picture yourself looking through a clear food package and being able to see every single ingredient listed. Does that product look as appealing? Transparency is feeling comfortable looking at every ingredient and still wanting to take it home. When you look at a conventional food label there are likely several ingredients you may not understand. Some of them are fancy words for harmless add-ins and some of them are quite harmful especially when consumed on the regular. We understand that it’s nearly impossible to avoid every processed food but we are going to give you a clear picture on what to look for and what to avoid.

Here’s a list of food additives that sound scary but aren’t:

Guar Gum and Xanthum Gum – both vegetable derived and aid as a thickening agent especially in gluten-free goods.

Lethicin aka soy lethicin – Used as a stabilizer in bread and prevents salad dressings from separating. Derived from corn so best to look for organic and non-gmo products.

Ascorbyl palmitate – an antioxidant made from Vitamin C and palmitic acid, a natural compound derived from fat. It prevents spoilage in food and your body will use the vitamin C and breakdown the rest.

Absorbic Acid – another term for Vitamin C. It used to maintain the colour, flavour, and texture of foods.

Lactic Acid – made from fermented corn, beet, or cane sugar. Often found in probiotic rich foods.

 

If you see the following “toxic” ingredients on a label it’s best to avoid if you value your health:

Synthetic Trans Fats (partially hydrogenated vegetable oils)

High-Fructose Corn Syrup (HFCS)

Artificial Sweeteners

Sodium Benzoate and Potassium Benzoate

Butylated Hydroxyanisole (BHA and BHT)

Artificial Flavours

Artificial Colours (Yellow 5, Red #40 and Blue #2)

Yeast Extract (another form of MSG)



Back

Minimally Processed, Whole Foods

Fruits, vegetables, legumes, poultry, and meat are examples of whole foods. Rolled oats, and nut butters are examples of whole foods that have been minimally processed. While typically the most nutritious foods are on the perimeter of the grocery store the inner aisles have some hidden gems that are whole food based and we’re going to tell you all about them. 



Back

Convenient and Realistic Foods

Convenience foods have a bit of a bad reputation. Often they are associated with highly processed, pop-in-the-microwave, and serve type meals. This can be true, but as our lives become faster paced and the emphasis on health increases, so have our options. Retailers have adapted to meet the needs of their customers and lots of fresh and healthy options are available daily in stores. Vince’s puts time and thought into a variety of prepared foods made onsite. We are also going to put together some health conscious specific meals for an easy grab and go without the compromise… stay tuned! We will also be highlighting products on our shelves that are multi-purpose. If we recommend coconut flour we will be sure to include preparation suggestions and recipes at our in store demos. 



Back
Weekly Blog

March 17, 2019

Baby Puree Superfoods

I’ve been spending a lot of time in the kitchen lately. I find life with a 9-month-old all about the next meal. Baby V is really building up quite the appetite and exploring different food textures. Currently purees are still on the menu for the most part, so I try to be as creative as possible while including lots of nutrient dense foods.

Avocado is a Baby Puree Superfood Base

One of my favourite baby superfoods is avocado. It’s a wonderful “good fat” for baby’s brain and physical development. It’s also loaded with important nutrients such as vitamin K, folate, vitamin B6, potassium, and vitamins E and C. Since I also love avocado I’ve been making what I like to call an “Avocado Whip” for both me and baby V. Avocado can act as the base for many delicious combinations.

Here are a few of our favourite additions to avocado:

  • Frozen banana, kale, ground chia seed, apple sauce
  • Hydrated goji berries, strawberries, almond butter
  • Pear, hemp hearts, pumpkin seed butter, banana
  • Banana, peanut butter, ground chia seed, coconut milk
  • Apple sauce, prune, kale, peanut butter, banana, shredded coconut
  • Peach, strawberry, coconut cream, banana

Blend together with a bit of water and serve! I’ve also been making my own coconut milk and almond milk which I will add for a more smoothie-like consistency. I mostly use frozen fruit because not many fruits are in season right now and I find the flavour to be off. Having said that, I am super excited for all that seasonal goodness that’s not too far off now!

Typically, I make this fresh, but I have made extra in advance and put into the freezer. It actually has an ice-cream like consistency when it starts to thaw which I find super satisfying. It’s also a great snack for on the go when time is limited. For babies, when teething is in full force this is a great mix to freeze into the silicone teethers.

Give it a try!

Our Vince’s Power Up Program Mission is simply to educate our customers on the importance of using  food as fuel.  For all your Power Up news make sure you check out Vince’s FacebookInstagram, and Twitter.  Also make sure to follow @VincesMarket and #powerupwithvinces, sign up for our Power Up Newsletter and keep an eye out for more nutrition tips and tricks.

Danielle

power up vince's grocer york region breakfast

March 4, 2019

Breakfast, It Can Be Done!

power up vince's grocer york region breakfastI’ve mentioned this before, but breakfast is my favourite meal of the day. I thoroughly enjoy my cup of coffee with two eggs and two slices of Silver Hills Sprouted Bread coated in coconut oil. With the new addition of our little lady back in June, my all-time favourite breakfast took a back seat. Although this breakfast is hardly time consuming to make, part of the enjoyment was being able to sit and eat mindfully. When someone else’s feeding needs became priority I knew I needed to switch things up.

Before I came to terms with the fact that breakfast would have to be a little less of a production, I would sometimes go hours without eating (unintentionally). Fasting, which I do think is great (I will have to discuss this in another blog) should be scheduled and consistent. While I still do make time for eggs and toast on occasion, I needed something that was simple and ready to go for busy mornings. Enter these amazing almond flour muffins. I modified this recipe from wholesomeyum.com. They are a staple in my fridge and have made breakfast enjoyable again. Give them a try!

Chocolate Chip Almond Flour Muffins

  • 2 ½ almond flour
  • ½ cup maple syrup
  • 1 ½ baking powder
  • ¼ tsp sea salt
  • 1/3 cup butter (melted)
  • 1/3 cup milk of choice (I’ve used cream, coconut milk and almond milk)
  • 3 large eggs
  • ½ tsp vanilla extract
  • ¾ cup dark chocolate chips
  1. Preheat the oven to 350F. Line a muffin pan with 12 silicone or parchment paper muffin liners.
  2. In a large bowl, stir together the almond flour, maple syrup, baking powder and sea salt.
  3. Mix in the melted butter, milk, eggs, and vanilla extract. Fold in the choc chips.
  4. Distribute the batter evenly among the muffin cups. Bake for about 20-25 minutes, until the top is golden and an inserted toothpick comes out clean.

Here’s another one of my favourite make ahead breakfast recipes:

Overnight Oats

  • 1/3 cup old-fashioned oats
  • 2 Tbsp chia seeds
  • 3/4 cup almond milk or milk of choice
  • ½ tsp vanilla
  • 1 tsp maple syrup
  • 1 Tbsp peanut or almond butter
  • ¼ cup blueberries or fruit of choice
  • Sprinkle with cinnamon (optional)

Mix the oats, chia seeds, almond milk, and vanilla together until well combined. Place in a sealed or covered container overnight in the refrigerator. In the morning, stir in the nut butter and maple syrup and top with fruit. Serve cold and enjoy.

Our Vince’s Power Up Program Mission is simply to educate our customers on the importance of using  food as fuel.  For all your Power Up news make sure you check out Vince’s FacebookInstagram, and Twitter.  Also make sure to follow @VincesMarket and #powerupwithvinces, sign up for our Power Up Newsletter and keep an eye out for more nutrition tips and tricks.

Danielle

February 18, 2019

A Holistic Perspective of The New Food Guide

The Canadian Food Guide has been updated! It’s been a long time coming. The last update was in 2007, which is why I always encourage plenty of self-education when it comes to food, mainly because information on health and nutrition is always evolving.

I’m not too sure how many people really use Canada’s Food Guide as a personal reference point, but I do know that it plays a significant role in our schools, hospitals, and care facilities. For this reason alone, I am thrilled about the improvements.

Although it’s not perfect, here are a few things I love about the modifications and a few things I’m not loving:

What’s Great:

  • Water is recommended as the choice beverage.
  • The new “Protein” category helps everyone understand that there are plenty of ways to meet your protein needs, and also encourages plant-based proteins.
  • Discusses healthy food habits such as eating with family, mindful eating, reading food labels, and cooking more often.
  • Cautions food marketing which doesn’t always have our best interests in mind.

What I Don’t Love:

  • The new visually appealing plate doesn’t have a designated section for healthy fats. We’ve come such a long way with the importance of dietary fat awareness (particularly the saturated fat myth) so I was disappointed to see this was missing. Also, they recommend margarine and mostly vegetable oils which I don’t agree with. Vegetable oils can be inflammatory if over consumed and we get plenty in pre-packaged foods.
  • They don’t differentiate between canned, frozen, and fresh fruits and vegetables. I think this is important to address.
  • ¾ of the plate is composed of carbohydrates without addressing blood sugar. Although visually appealing and healthful, a plate full of fruits and vegetables will still spike insulin levels which could negatively affect overall health. I feel the impact food combinations play on our blood sugar should have been addressed.

In summary, I feel it’s a great improvement but still fairly vague. What are your thoughts on the new food guide?

Our Vince’s Power Up Program Mission is simply to educate our customers on the importance of using  food as fuel.  For all your Power Up news make sure you check out Vince’s FacebookInstagram, and Twitter.  Also make sure to follow @VincesMarket and #powerupwithvinces, sign up for our Power Up Newsletter and keep an eye out for more nutrition tips and tricks.

Danielle

Guacamole vince's market power up blog york region grocer

January 21, 2019

Guacamole

Guacamole vince's market power up blog york region grocerWith many people cleaning up their diet post-holidays I wanted to discuss macro-nutrients. Most people are familiar with the terms; carbohydrates, proteins, and fats (these are macro-nutrients). But when asked to categorize a specific food like an avocado, confusion sets in. The truth is that most foods fall into all three categories with one being predominant.

Veggies and fruits are predominantly carbohydrates – just like pasta, rice and bread. So, what’s the difference? Veggies and fruits have a much higher concentration of water, and are therefore considered a lighter carbohydrate than grain based foods. The downside is that veggies and fruits are still carbohydrates – the simplest form of energy and the easiest for the body to store.

Proteins are key for repair of muscle and nerve tissue. These are harder for the body to breakdown thought, and are not a good source of quick release energy. The good news is that the delay in digestion provides a long-term source of energy. Combining a protein with a carbohydrate will prevent the carb from being absorbed too quickly.

Fat is key for transporting nutrients. It is the slowest to be digested, and is also the only food category that triggers the hormone cholecystokinin, which tells the body it feels full.

So, back to categorizing an avocado. It is actually considered a super food because it falls into all three categories. A medium size avocado provides 3 grams of protein, 13 grams of carbohydrates and 22 grams of fat (19 of those being good fat!). In other words bring on the guacamole!

Easy Guacamole

A great way to put some more avocado in your life is through guacamole. Here is a simple and super tasty recipe you can easily make at home.

  • 1/2 small red onion, chopped
  • 1/2 -1 jalapeno pepper, seeds and ribs removed, minced
  • 4 large sprigs fresh cilantro, leaves only, chopped
  • Juice of 1/2 lime
  • 1/4 tsp. salt
  • 2 large Hass avocados
  • 1 large tomato, seeded and finely chopped
  • Additional salt and pepper to taste

Cut the avocado in half and remove the pit. Scoop the avocado out into a bowl. Mash it with a fork and then add the chopped onion and jalapeno, continuing to mash the mixture to your desired consistency. Then stir in the cilantro, tomatoes, lime. Add a little salt and pepper to taste, and enjoy!

Our Vince’s Power Up Program Mission is simply to educate our customers on the importance of using  food as fuel.  For all your Power Up news make sure you check out Vince’s FacebookInstagram, and Twitter.  Also make sure to follow @VincesMarket and #powerupwithvinces, sign up for our Power Up Newsletter and keep an eye out for more nutrition tips and tricks.

Danielle

health benefits bone broth power up vince's market

January 6, 2019

Power Up Your New Year With A Healthy Bone Broth

health benefits bone broth power up vince's marketIn June we welcomed a baby girl into our family and she’s filled our hearts with so much joy! It’s hard to believe that it’s been six months since she was born. Over the last month we have been preparing her palate for solids. Before beginning solids, we started with just a simple bone broth! Some of the health benefits include:

  • Supports immunity and digestion
  • Helps build connective tissue and strong joints
  • Reduces the risk of allergies
  • Helps to develop the baby’s palate
  • It’s economical. A great way to use up bits and pieces of vegetables, as well as make use of the bones from your proteins.

It’s as simple as it sounds. Just a bunch of bones in a pot with some flavourful fixings, covered in water, left to simmer for 12-24 hours (the longer the better), and then strained to create a nutritious beverage. We’ll also be using this powerful liquid gold to puree her vegetables. Not only is this great for babies but it’s also great for the adults. At this time of year when cold and flu season is at its peak the amazing immunity boosting properties in bone broth are super beneficial. Not to mention that a cup contains 18-25 grams of protein!! Yes, it’s a portable liquid protein boost! So make sure to keep your protein bones and make a pot of the good stuff!

I wanted to continue on the healing benefits of bone broth by sharing a simple recipe for you to try!

Homemade Bone Broth

  • 2 ½ pounds assorted beef marrow bones – I used a mixture of both chicken and beef bones (I suggest roasting a whole chicken for dinner and then using the bones for broth)
  • 3 medium carrots, cut into rough chunks
  • 3 stalks celery, cut into rough chunks
  • ½ cooking onion, toss in whole, skin removed
  • 1 bouquet of your choice herbs (oregano, rosemary, thyme etc.)
  • 1-2 Tbsp apple cider vinegar*
  • Sea salt to taste

In a large stockpot, lightly sauté carrots and celery for a few minutes. Add bones, onion, and herbs of choice, then cover with water.

*Add apple cider vinegar to water – this helps to draw out the nutrients from the bones!

Simmer on low heat (do not boil) for 10-15 hours… or longer! The longer you simmer the more nutrient dense.

What’s the difference between bone broth and regular broth?

The main difference is the cook time. Bone broth is on the stove anywhere from 10-24 hours resulting in a thicker consistency due to the collagen-rich gelatin that is pulled from the bones. Bone broth is also typically unseasoned, whereas regular broth simmers for only 2 hours or so and is usually well seasoned.

The benefits of this broth make it a fantastic addition to anyone’s pantry and it’s tasty too. Try some today!

Our Vince’s Power Up Program Mission is simply to educate our customers on the importance of using  food as fuel.  For all your Power Up news make sure you check out Vince’s FacebookInstagram, and Twitter.  Also make sure to follow @VincesMarket and #powerupwithvinces, sign up for our Power Up Newsletter and keep an eye out for more nutrition tips and tricks.

Danielle


Look out for our post of the week every Wednesday!

Follow Us On Instagram

Like Us on Facebook

Vince's Market
Vince's Market
EASTER IS COMING SOON...

Stop by any of our locations for an in-store CONTEST!

1. Stop by any location
2. Find the giant chocolate Easter bunny!
3. Guess the weight of the bunny on the ballot!

The contest will run from March 23 - April 14.

GOOD LUCK!

Donini Chocolate L.P.
Vince's Market
Vince's Market updated their cover photo.
Vince's Market
Vince's Market
** CONTEST ALERT ***

Vince's Market would like to start your Friday off with an exciting contest!

Right now we have delicious Fruits From Chile in our stores and on special, which also means its the perfect time for you to pick up yours!

Like and Follow Fruits from Chile Canada and OUR page to be eligible to win a Vince's Market Gift card! We are giving away FOUR $25 Gift Cards!

GOOD LUCK!

https://www.facebook.com/FruitsfromChileCanada/
Vince's Market
Vince's Market
Looking for a fun idea to participate in on Sunday, March 24?

Join Giancarlo Trimarchi at Market & Co

, in tasting and trying the seasonal fruits from Chile both fresh picked and also in some simple to follow recipes.

This event is free and runs from 1pm-2pm.

Thanks to Chile’s counter-seasonal harvest, the world has access to a variety of fresh fruit, year round. From cherries, blueberries, grapes and stone fruit, to apples, pears, kiwifruit and citrus, Chile offers a bounty of quality, delicious fruits.

Get your tickets today to reserve your spot!
https://shopmarketandco.com/class/spotlight-on-fruits-from-chile-free/

Market & Co. Upper Canada Mall Giancarlo Trimarchi

#seasonfruitsfromchile #vincesmarket #shoplocal
Vince's Market
Vince's Market
*** CONTEST ALERT ***

Vince’s Market will now be running a contest to help support our Community Product Initiative!

The Community Product Initiative is where you purchase specific items and 15% of the sales go towards the local charity organization in that community!

To enter simply post a picture of how you enjoy your Tostitos or salsa!

Double the chances if you tag a friend!

Winner will be announced Friday!

One winner for Instagram and one winner for Facebook!

#vincesmarket #vincescares #giveback The Grocery Foundation

Follow Us on Twitter


Looking for a fun idea to participate in on Sunday, March 24?

Join Giancarlo Trimarchi at Market & Co

, in tasting and trying the seasonal fruits from Chile both fresh picked and also in some simple to... https://t.co/OjRa1Px4Iq

Have you ever bit into a blueberry and it has that perfect crunch plus it tastes amazing?

We have those blueberries here at Vince's Market! They are a Product from Peru and they are absolutely amazing.

#shoplocal #blueberryseason #productofperu — feeling excited

Every week Vince’s Market recognizes Four Team members for their outstanding work.

This week they are…

This week we would like to point out Kim from the Bakery in Sharon because with her positive attitude all... https://t.co/uJCiOXDe3K

I’ve been spending a lot of time in the kitchen lately. I find life with a 9-month-old all about the next meal. Baby V is really building up quite the appetite and exploring different food textures. Currently purees are still on... https://t.co/rg5arXMMZ2

Stop by Market & Co everyday this week for sampling of our Monster cookies and Honeydew!

See you there!

Upper Canada Mall
Market & Co.

We would like to thank four Team Members for their hard work!

Ruth from the Front End in Sharon is hard at work putting flowers out for customers. Ruth is always smiling and hard-working!! Fantastic!

Jeliyah from... https://t.co/6GmUsaMIYp

Vince’s Market now has a floral section in Market & Co and today we have beautiful flowers to represent International Women’s Day! Stop by to say hello and pick up some flowers today 😁🌼💐

Market & Co.

We have some new and exciting news... ready below 😱😁

Market & Co. https://t.co/N30i9jHOV9

Local grocer helping to bring 'camel clinics' to remote Kenyan villages https://t.co/D9kykqnzh7

Vince’s Market would like to start off this week by thanking four employees who are recognized for their hard work and extremely positive attitudes.

Dan from the Grocery Department in Sharon splits his time... https://t.co/RCpTAskXhk

Thank you to everyone who helped prepare the meal and serve for INN From The Cold

#vincescares

Maria Ciarlandini Giancarlo Trimarchi

Team Members from Vince's Market have been preparing a meal today for INN From The Cold In Newmarket.

Thank you for your hard work!

Vince’s Market is excited to have reached their goal for this years Toonies for Tummies!

Thank you to everyone who participated and donated towards Toonies for Tummies! #toonies4tummies https://t.co/G27W2u86z1
VincesMarket photo

Team Members from Vince’s Market participated in the event “Inn From The Cold - Coldest night of the year walk”

This is an event that helps raise money for people in the community that are in need!... https://t.co/4apQP6mbWl

Vince’s Market would like to end the month of February by thanking Corey from Tottenham produce, Christine from the Newmarket front end, Sam from Uxbridge grocery and Derek from Sharon Produce!

Corey created a... https://t.co/xPFyv6Ho3b

Vince's Market pairs up with Coca Cola for a Community Initiative project!

Two representatives from Coca Cola paired up with Vince's Team Members at each location. We all walked around the community and tied... https://t.co/ODLOSDw2Sf

Have you tried our Vince’s Own popcorn yet? 🍿 If not we have an assortment of flavours waiting for you on our shelves! Tomorrow is the night to snuggle up on the couch with delicious popcorn and watch the Oscars! 🏆The bags are re sealable for more... https://t.co/Ev7PUbgIqW

Identifying Products In Store
PowerUp_website_AUG16_Sliced_Shelf Talker

Looks for our PowerUp tags throughout the store to find products that are PowerUp approved. Watch out for special “Food for Thought” tags on these shelf talkers for relevant and interesting information about the products.

Be sure to check out our demo schedule for opportunities to try new products and chat food with Danielle, our in house Nutritionist.

Follow us on Facebook and Instagram for foodie insights and delicious recipe ideas.