we hit the grocery store? >> you hit on a couple of them. one of them is the beef prices. in may of this year, beef hit its all-time high. per 100 pounds it was trading at $201. if you divide that, it's about $2 a pound. that doesn't seem that high but that price will be going up. it went up for 2013 3% to 4%. for 2014 it's going up 7% to 8%. also milk prices rising, they'll be going up and grain prices. cereal. i know a lot of people spend a lot of money for cereal. expect that to go up a couple dollars as well. >> what's lindh all that? we often say it's weather and demand, really two of the things that contribute. what else is going on. >> remember back in 2012, let's go way back, there was a huge drought in the summertime. we are now -- that basically had an effect on the not only did it have an effect on crops, other crops, but also had an effect on