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From Static to Strategic: How SPS Commerce + Snowflake Turn Retail Data into Action 

If you lead sales, supply chain, or analytics for a retail brand, a lack of data is unlikely to be your issue. The real challenge is translating that data into business and decision-making value.  

Even when you’ve centralized data in a warehouse or BI tool, teams may still be left asking: How do we get ready-to-use sales and inventory data from our retailers? Why do we still have to pull manual reports? Which promotions actually drove sales lift? What data can we use to build our AI strategy? 

That’s the gap the SPS Commerce and Snowflake partnership closes.

By combining retail data and insights from SPS Commerce's intelligent supply chain with Snowflake's AI Data Cloud, you can move your business beyond static reports and siloed data into a single, trusted environment where your data is both accessible and actionable. 

SPS Commerce and Snowflake Partnership Quote 

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The Issue: Data Outside Your Walls Is Slowing Decisions 

Many brands are heavily invested in their data. You may already have: 

In most organizations, that means multiple stakeholders are involved: business leaders who own the results, frontline users who need answers fast, and data teams who build and maintain the Snowflake environment.  

However, data integration is only half the story; the real value comes when that integrated data is structured, normalized, and enriched with business context so it’s easy to turn into decisions. 

On top of that, the data that often matters most for strategic and operational decisions sits outside your four walls: 

This challenge is especially visible for brands operating across large retail ecosystems with multiple channels, partners, and data sources. For companies like 

, understanding what is happening at the point-of-sale across retailers directly impacts promotional strategies, sell-through visibility, as well as the ability to quickly respond to changing demand patterns.  

If your team spends hours logging into portals, exporting spreadsheets, and building one-off integrations just to answer basic questions about what sold, where, and why, then 

you’re leaving time and money on the table.

These manual data practices can quickly turn into:  

That’s where SPS Commerce and Snowflake come together. 

The Fix: See Every Data Point with SPS Commerce + Snowflake 

Together, SPS Commerce and Snowflake can turn your retail data into a living decision engine. SPS delivers clean, POS and supply chain data and insights; Snowflake makes that data available alongside other enterprise sources. 

With SPS Commerce and Snowflake, your teams can move from manual reports and reactive decision-making to answering bigger, more precise questions, like:  

All of these questions, and the answers, depend on having POS and supply chain data from SPS Commerce available in Snowflake.  

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Make Better, Data-Backed Decisions: SPS Commerce + Snowflake Use Cases 

So, what does this actually look like in practice? Here are just a few of the ways brands can use SPS Commerce and Snowflake together to drive better outcomes: 

1. Identify missed revenue opportunities 

With POS and supply chain data and insights in Snowflake, you can quickly see where sales are underperforming by retailer, region, or SKU. This visibility can help you spot gaps between your true performance and benchmarks, and focus your team on the specific customers, products, or locations that require immediate attention. 

2. Improve trade spend efficiency and promotion ROI 

With sell-through data in Snowflake, you can separate real incremental lift from noise. You can compare baseline and promoted performance to understand which promotions and retailers are delivering the strongest ROI. This insight can help you confidently scale high-performing efforts and cut the ones that just shift volume around. 

3. Optimize pricing based on demand trends 

SPS and Snowflake can give you a clearer picture of how consumers actually respond to price. You can see where prices have drifted from your intended architecture, where underpriced items are driving volume without profit, and where strategic price moves could protect or grow margin. 

4. Improve demand forecasts with real sell-through data 

Build your forecasts with a complete data picture. With clear visibility into POS data, you can separate slow movers from fast movers, spot early seasonality shifts, and reduce bias in your planning models. This lets you ground your inventory and production decisions in what shoppers are actually buying, instead of relying solely on shipment data. 

Ready to use retail data insights in a more strategic and higher-value way across your business and supply chain relationships? It’s time to put SPS Commerce and Snowflake to work for your team. 

 to learn how SPS Commerce and Snowflake can drive better, faster decisions across your business. 

SPS & Snowflake  Freddy Guard.png

Join us at Snowflake Summit 2026 at Moscone Center in San Francisco from June 1–4. We’ll also be hosting a 

breakout session on June 1 at 1:00 p.m. PST

, where we’ll explore how connected retail data can drive faster, smarter decisions across the business. 

We’d love to connect in person at our co-sponsored happy hour with Sigma Computing on 

What Should Fulfillment Teams Ask MAX?

What Should Fulfillment Teams Ask Max?

___________________________________________________________________________________ 

Fulfillment teams are operating under a level of complexity that would have been difficult to imagine even a few years ago. 

Retailer requirements continue to evolve. Supplier networks keep expanding. Inventory positions shift constantly across channels. Transportation delays, routing compliance issues, deductions, and service expectations all compete for attention at the same time. 

For many teams, the challenge is navigating the sheer volume of operational data flowing through. 

Teams can spend hours tracking down information before they can even begin solving the actual issue. 

That is where MAX fits naturally into the process. 

MAX Is Built for the Way Supply Chain Teams Actually Work 

MAX is an AI-powered assistant embedded directly into the 

. It helps fulfillment teams move through operational work faster by surfacing insights, identifying patterns, and helping teams evaluate issues with greater clarity. 

MAX has launched with three core capabilities designed to support fulfillment teams across the SPS Commerce network. 

MAX Chat helps teams move through day-to-day operational work faster by surfacing insights, identifying patterns, and guiding issue resolution across retailer and supplier workflows. 

MAX Monitor continuously evaluates transactions, workflow requirements, and exceptions across the SPS network, helping teams stay ahead of disruptions while reducing manual operational effort behind the scenes. 

MAX Connect extends those insights into the broader technology ecosystem, allowing teams to bring SPS network intelligence into the systems they already use every day, including ERP platforms, data environments, and operational tools. 

Because SPS Commerce supports more than 300,000 trading partners across 

, MAX operates with visibility connected to real supply chain activity across the world’s largest retail network. That scale really matters because typically operational issues are not isolated events. They emerge across trading partners, systems, workflows, and timing gaps that are often difficult to identify manually. 

Why Better Prompts Produce Better Operational Outcomes 

One of the most important things fulfillment teams can understand about MAX is that, like most AI systems, the quality of the output improves when the request includes clear operational context. 

A broad question usually produces a broad answer. A detailed operational request creates a much more useful response. 

For example, asking MAX to “summarize this report” leaves significant room for interpretation. Asking MAX to “identify the operational risks most likely to affect OTIF performance over the next month” gives the system a much clearer direction. 

The strongest prompts typically include: 

Most fulfillment teams already think this way naturally. MAX simply helps accelerate and organize that reasoning process. 

What makes MAX especially valuable is not just how quickly it returns information. It is the 

How Fulfillment Teams Are Using MAX in Real Operational Work 

The teams seeing the strongest value from MAX are using it inside the operational moments where complexity drastically slows decision-making. 

What stands out most often isn’t MAX’s fast responses, but rather the depth of operational understanding behind it. 

One fulfillment team asked MAX to review recent fulfillment activity and identify the largest contributors to declining OTIF performance. 

Instead of surfacing isolated shipment failures, MAX identified recurring errors across two separate retail partners that traced back to a shared mapping issue. What initially appeared to be unrelated incidents turned out to be a single systemic operational problem. 

Inside traditional reporting environments, those issues likely would have appeared as disconnected exceptions across multiple systems and partner records. 

This is where teams are beginning to see substantial value from MAX. It helps connect operational patterns that are often difficult to identify manually. 

Preparing Executive Fulfillment Reviews Faster 

Operational reviews often require teams to consolidate fulfillment data from multiple systems while translating that information into clear business priorities. 

One operations team asked MAX for a summary of the past month’s EDI health. 

MAX returned a 30-day operational overview covering more than 3,400 processed documents, organized by volume, document type, and prioritized action categories through a single conversational request. 

What would traditionally require manual aggregation across multiple systems became a significantly faster operational review process. 

Investigating Retailer Deductions More Efficiently 

Retailer deductions are often difficult to investigate because the visible failure is not always the original source of the issue. 

In one example, a team asked MAX to investigate a failed invoice. 

MAX traced the chargeback back to a single reference field that exceeded a retailer’s character limit by four characters. It also identified that the same issue triggered four downstream operational failures connected to the transaction. 

Rather than surfacing a symptom, MAX identified the precise operational correction required. 

Escalations can consume substantial operational time, especially when teams are manually validating transaction activity across multiple systems. 

In one case, a trading partner complaint arrived with 13 separate transaction IDs flagged for investigation due to late shipments. 

MAX reviewed all 13 simultaneously and determined that every transaction had already self-resolved before escalation work began. 

That prevented hours of unnecessary investigation and eliminated a partner escalation that no longer required action. 

Where MAX Fits Into Everyday Operations 

The strongest use cases for MAX are often surprisingly practical. 

The difference often shows up in what MAX returns. 

When a team asks about a failed invoice, MAX does not simply surface an error code. It identifies the specific field responsible for downstream failures. 

When a trading partner complaint arrives, MAX does not just retrieve flagged transactions. It evaluates whether those transactions have already been resolved and determines whether escalation is still necessary. 

Questions IT, Operations, and Finance Should Agree on Before Building EDI In-House 

When a company decides to build EDI in-house, the decision usually starts and ends with IT. IT assesses the technical feasibility, estimates the build cost, and brings a recommendation; operations is consulted briefly; and finance approves or denies the budget. 

However, the information IT has access to covers the technical side of the decision. It doesn't cover the compliance obligations that operations owns, the chargeback exposure that finance manages, or the staffing continuity risks. Those dimensions surface in production, usually at a cost no one budgeted for. 

"The tools are great,” said Eric Shelton, a supply chain strategist at SPS Commerce. “The automation capabilities that are out there are great. But if your teams can't or don't know how to leverage them or use them,  you're not really any better off.” 

This article gives IT, operations, and finance a shared set of questions to work through before a build decision is made, to better understand how to leverage these tools.  

These aren't purely technical questions, and working through them is due diligence in making a build versus buy decision. A build decision made with full cross-functional input is stronger and more defensible than one made on technical assessment alone. 

Which retailers are you trading with today, and which do you realistically expect to add in the next 24 months? 

Each retailer has its own EDI requirements, such as transaction sets, segment qualifiers, timing windows, and testing protocols. A build tuned for your current trading partners will often require significant rework when a new retailer comes online. Operations typically has the clearest view of where retailer growth is likely. IT needs that input before scoping the build. 

Who owns compliance monitoring, and what does the exception-handling process look like when a transaction fails? 

This question sits at the IT/operations boundary. A build that generates errors without a defined escalation path creates downstream problems. IT can build the error notification, but operations needs to own the response process. If that ownership isn'testablished before the build, it gets established reactively, after the first failure has already cost something. 

What is your current chargeback rate, and what does finance consider acceptable exposure? 

Chargebacks tied to EDI non-compliance (late ASNs, missing segments, timing errors, etc.) are a direct cost of gaps in the EDI layer. Finance often doesn't know the current chargeback rate in detail; operations may not know what threshold finance has implicitly accepted. Getting both teams in the same conversation before a build reveals whether current exposure is a problem the build needs to solve, or one it might make worse. 

What’s more is that all three teams may not even think of EDI as connected to chargebacks and deductions. Unless there is a cross-functional team dedicated to revenue loss, there won’t be the full visibility into the financial risk that there should be.  

Have you modeled what a single retailer's chargeback cycle looks like if your EDI system goes down for 48 hours? 

In-house builds require internal maintenance windows, internal incident response, and internal recovery. Downtime maps to specific retailers, specific transaction volumes, and specific chargeback risk. Finance should understand that model before the build decision is made. 

If the primary person who builds and maintains this system leaves, what is the transition plan? 

In-house EDI systems tend to become highly personalized, built by one developer or a small team whose understanding of the implementation lives largely in their heads. This is a staffing continuity risk that rarely surfaces in the original build estimate.  

Having detailed documentation on the build that is accessible throughout the org is essential for maintaining a build solution for the future. 

Does your current team have EDI-specific expertise, or will you be developing it during the build? 

Building EDI expertise while simultaneously building EDI infrastructure is slow and expensive. The learning curve for EDI standards, retailer-specific requirements, and exception-handling logic is difficult. IT estimates are often built on general development capacity, not EDI-specific capacity. Operations needs to flag any compliance deadline that makes that learning curve a business risk.  

A network-intelligent, managed EDI solution sidesteps this entirely: The retailer-specific expertise is already built in, so your team isn't developing it from scratch while the clock is running. 

Are any of your retailer relationships subject to EDI compliance thresholds that affect your vendor scorecard? 

Some retailers tie EDI compliance performance to vendor scorecard metrics that affect shelf placement, order volume, and preferred vendor status. Sales and account management typically have this information. If a build delay or coverage gap affects scorecard performance, the cost extends well beyond chargebacks. 

What is the realistic onboarding timeline for a new retailer on your in-house system, and what is the revenue cost of that timeline compared to alternatives? 

Retailer EDI onboarding involves testing protocols, certification requirements, and specific go-live windows. The relevant question is whether an in-house build can eventually support a new retailer, and whether it can do so within the window that relationship requires. Operations and sales know that window. Finance should see the cost of missing it. 

What does the build estimate include and what does it not include? 

Initial build estimates typically cover development time, infrastructure, and integration. They often don't cover ongoing maintenance, compliance updates when retailers change their requirements, internal testing for each new trading partner, or the staff time required to manage exceptions. 

What is the cost comparison point, and is it like-for-like? 

Build-vs.-buy comparisons often measure the build cost against a managed solution's licensing fee, without accounting for the operational and staffing costs a managed solution absorbs. The comparison is only meaningful if it accounts for the full cost of internal ownership. 

How will you ensure data integrity if the EDI logic operates outside of your ERP? 

When EDI processing happens in a system that doesn't share a data model with your ERP, reconciliation becomes a manual or semi-manual process. Discrepancies between EDI transaction records and ERP data create downstream problems ininvoicing, fulfillment, and financial reporting. 

Does the build include native support for required communication protocols like AS2, or are those being addressed through third-party solutions? 

AS2 is the standard secure transport protocol for EDI with most major retailers. If native AS2 support isn't part of the build, the gap typically gets filled by a third-party solution, which adds cost and a further point of failure. 

Will your system catch structural formatting errors before they are sent, or will you find out through a compliance fine? 

Pre-transmission validation is the difference between catching a problem internally and having a retailer catch it for you. And that difference is expensive, since retailers charge back the cost of your formatting errors. A build without robust pre-send validation shifts that cost onto operations and finance, often invisibly until the chargeback cycle runs. 

Do you have a plan for a shadow mode testing environment to validate mapping logic against real partner data without risking live transactions? 

Shadow mode testing (i.e., running new or updated EDI logic in parallel against real transaction data before going live) is the most reliable way to catch mapping errors before they become compliance failures. It requires deliberate build investment and isn't always included in initial scoping. 

Not Ready To Build? There’s Another Way 


If your teams can't align on the answers to these questions (or if the answers reveal more risk than the build estimate accounted for) a managed EDI solution may be your company’s best bet.  

 handles the retailer-specific mapping, compliance monitoring, and protocol support that make in-house builds expensive to maintain at scale. For companies trading with more than a handful of retailers (or expecting to grow) an in-house system tends to cost more to maintain than the money saved. 

KeHE Promotions: Manufacturer Chargebacks (MCBs) and Extra Performance (EP) Fees

Participating in promotional programs at KeHE can help move your products off retailer shelves, but it can also move money (perhaps more money than you expect) away from your margins.  

That’s because in addition to deducting the promotional cost difference from your invoice (a deduction that is typically agreed upon in advance), KeHE charges administrative fees that can take suppliers by surprise. In other words, the programs involve both direct retailer promotion deductions 

Making margins even more complicated, these programs add another layer of opportunity for information to get accidentally muddled, leading to erroneous deductions and fees. The best defense against being surprised or losing more revenue than you should is to know what to expect. 

Manufacturer Chargebacks (MCBs) at KeHE 

Manufacturer chargebacks (MCBs) are discounts KeHE provides its retailer partners that get passed back to the supplier.  

In practice, MCBs look like KeHE offering product discounts (e.g., 25% off, BOGO) to a retail partner and then deducting those discounts from the supplier’s payment. 

 guide notes that “MCB funding will be aggregated at each KeHE supplier level DC combination and charged back to the supplier on a bi-weekly schedule.” 

In addition to this direct retailer deduction, Suppliers need to be prepared for KeHE’s processing fee: 8% of the MCB amount (quantity sold x MCB amount x 8%). The minimum fee per DC is $65, processed bi-weekly.  

Extra Performance (EP) Promotions at KeHE 

KeHE defines extra performance (EP) as “promotional and other funding amounts that are processed by KeHE on behalf of the supplier and retailer.” EPs are requested by retailers  

The following are all examples of EP promotions: 

 guide, suppliers are responsible for all EP costs. KeHE passes these costs through to suppliers along with an administrative fee. 

KeHE describes itself as the “processing agent" for EP transactions between retailers and suppliers, noting that it processes more than one million of them a year. To help pay for the systems and dedicated team members this requires, KeHE charges an 8% fee calculated from the invoice submitted by the retailer. The minimum fee is $35, and the maximum is $700. Each fee is assessed on a per-invoice basis.  

Avoid Erroneous Promotional Deductions and Fees 

Honest mistakes happen. An MCB that’s only supposed to run for one month may erroneously get applied to a second month. Or the wrong product may receive a discount. It’s important to check your remittance details for each payment and compare them with your promotional agreements.  

If you find grounds for a dispute, follow this 

KeHE’s Administrative Allowance Program (AAP) 

In 2024, KeHE launched a new, opt-in initiative called the Administrative Allowance Program (AAP). With a goal of improving both the ease and cost of gaining distribution, KeHE allows suppliers to pay a flat 2% invoice allowance that covers five common administrative fees: 

According to a program overview, the 2% flat rate can reduce product launch costs by 66%. Moreover, KeHE notes that “consolidating the fees into a simplified allowance will make it easier [for suppliers] to forecast spend at the time of launch.” 

Which Suppliers Qualify for AAP at KeHE? 

 to be eligible for AAP. More specifically, brand-new suppliers must be within their first year of partnering with KeHE and below $500,000 in supplier costs received (SCR). Existing suppliers can also qualify if they are within their first six months of partnering with KeHE and below $250,000 in SCR. 

Suppliers accepted into AAP automatically graduate out of the program at one year with KeHE or when they reach $500,000 in SCR.  

How Can Suppliers Request To Join AAP? 

During onboarding, select “Yes” for “Request to join AAP” within CONNECT Supplier® on the 

 tab. This will prompt the supplier manager to evaluate your request. 

If you aren’t digitally onboarded, or if your 

 tab is already complete, reach out to your supplier manager directly. If you aren’t sure who your supplier manager is, reach out to your category manager instead. 

Talk to your supplier manager to determine whether or not you are eligible.  

 suppliers are all eligible for AAP as well. 

 to AAP suppliers that are also SPS customers, including: 

If a supplier is using its own EDI solution instead of SPS, it must coordinate testing between SPS and its preferred EDI provider to ensure it can: 

Ready to learn more about our EDI solution for KeHE suppliers? 

The Real Tradeoffs Between Brokers, Distributors, and Going Direct 

For consumer brands, how you sell your products matters a lot. Growing fast without understanding your costs and profits can quickly drain your money and hurt your bottom line. Many founders think of distribution as something to figure out after the product is ready for shelves. But really, your sales strategy determines your profit margins, how you'll run the business, who your customers are, and how big you can grow. 

Choosing between direct-to-store delivery (DSD), broker-led growth, or distributor-led expansion is a strategic choice about control, capital efficiency, and scalability. Each one has tradeoffs that should be considered. 

Comparing the Three Core Distribution Models 

Each model exists on a spectrum. On one end is control over your retailer relationships and margins; on the other is speed and capital efficiency. It's important to understand that no model optimizes all three; different brands will choose different models based on what feels easiest. 

 The following sections examine what each model actually delivers and what it costs you operationally. 

Distributors offer immediate retail access, but this speed comes with a critical limitation: They are operational partners, not demand creators. Understanding what distributors actually do and what they won't do for brands is the difference between sustainable growth and inventory risk. 

One of the most common mistakes emerging brands make is assuming distributors actively sell products into retail accounts. In reality, distributors are logistics partners, not sales partners. They buy, warehouse, transport, and fulfill inventory, but they don't build your brand or push your products to stores. 

Founders often use the terms wholesaler and distributor interchangeably, but they serve different functions. Wholesalers typically centralize purchasing for independent retailers and regional chains. They help retailers source products efficiently, but they rarely promote brands directly to stores. 

Distributors manage broader fulfillment operations, including warehousing, transportation, and retailer replenishment. In both cases, the brand must still generate demand. If retailers aren’t asking for your product, distributors are unlikely to prioritize it. 

Distribution Benefits: Speed and Operational Relief 

Distributors handle warehousing, transportation, and retailer replenishment. For growing brands, this offloads significant operational complexity. Most distributors already service thousands of retail locations, meaning retailers can order your product more easily once approved. Payment terms also provide financial flexibility. Many distributors provide additional support for retailer compliance, invoicing, and billing requirements. 

Distribution Tradeoffs: Margin Compression and Hidden Fees 

. Once retailer margins, promotional spending, and freight are layered in, profitability often diminishes significantly. Beyond the stated margin, brands oftenencounter additional fees: promotional accruals, chargebacks, and retailer compliance fines. 

One of the major drawbacks is reduced visibility into retail performance, as it makes it harder to understand why products succeed or stall. Without direct retailer communication, brands lose access to buyer feedback, store-level insights, and early warning signs of demand problems. 

Brands become operationally dependent on distributor inventory decisions, allocation priorities, and service levels. During supply shortages, distributors may prioritize higher-volume suppliers. When there’s less direct control over retail execution, product positioning and merchandising can become inconsistent across stores. 

Brokers position themselves as retail relationship experts who can accelerate buyer access. While this is true for many brokers, it’s also important to hold them accountable to their promises and be aware of their pricing models.  
 
For established brands, brokers operate on volume percentages, often 

 However, for newer brands, brokers often require retainers, meaning companies might spend 

 on broker fees before landing meaningful retail placement. Without clear accountability structures, those costs can outweigh the value brokers provide. 

Many brokers market their retailer relationships as a competitive advantage. In practice, founders often still manage retailer follow-up, sales materials, promotion planning, and communication tracking. One of the most common frustrations occurs during category resets or buyer transitions. Some brokers fail to communicate changes quickly, leaving brands exposed during critical retail decision windows. 

If a founder is paying substantial monthly fees, they should not also perform the responsibilities of an internal sales manager. Even strong broker relationships cannot solve broken unit economics. Brands still need a profitable and scalable operational model. 

To protect the brand, every broker contract should define measurable expectations: 

These guardrails separate accountable broker relationships from expensive placeholder arrangements. 

If brokers create access and distributors handle fulfillment, direct-to-store delivery (DSD) gives brands complete control over both. But this control comes with operational responsibility that scales quickly. 

In a DSD model, the manufacturer owns sales, delivery, merchandising, invoicing, and retailer communication. Many emerging brands use DSD to build regional proof of concept before expanding nationally. 

DSD gives suppliers direct control over shelf placement, promotions, and merchandising. They get fast feedback loops (for example, a snack brand might discover a new flavor sells out in some locations but sits idle in others, enabling quick adjustments within days instead of weeks). Direct retailer relationships also speed up product launches, letting suppliers capitalize on seasonal demand faster than competitors. 

Beyond operations, DSD delivers financial benefits. By removing the distributor layer, suppliers keep the 20%–30% margin that middlemen typically take, which can be reinvested into marketing or product development. Direct retailer relationships also stay stable and belong to the supplier, unlike distributor relationships that can shift with vendor changes. This stability creates a foundation for sustained growth. 

DSD requires a lot of upfront work and money. Brands need warehouses, trucks, and inventory systems that can restock stores every one to two days. Managing sales, deliveries, schedules, and customer support on their own becomes harder as the number of stores grows. What works for five stores doesn't work for fifty, as brands need better systems to handle invoicing, communication, and billing as they expand. Also, without an established network of distributors, brands have to spend a lot on trade shows, marketing, and product samples to get stores interested in carrying their products. 

The money side makes things even tougher. DSD means spending money upfront on sales staff, warehouses, and delivery systems before making steady income. This puts real pressure on cash flow when a brand is just starting out. Because of the high costs and slow payoff, DSD really only makes sense for brands that have enough money saved up, already have strong sales, or sell products that go bad quickly where freshness is important enough to justify all the extra work. 

Growth Requires More Than Shelf Placement 

Retail expansion alone does not guarantee profitability. Every route-to-market choice affects margins, operational complexity, and visibility into your business. 

Distributor relationships accelerate shelf placement but compress margins significantly, trading speed for profit. Brokers create access but require active management and clear accountability. Without guardrails, you end up paying for representation while performing sales work yourself. Direct-to-store delivery gives control but demands operational investments like warehousing, logistics, and sales teams before revenue is justified. 

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