Whilst 2011 may officially be the year of the rabbit, here at Fruit Towers it would seem that it's all about the lemurs.
Not content with giving them a starring role on our new OJ packaging, we're also really excited because the innocent foundation is working with Feedback Madagascar to fund a yam growing project.
'Where's the link?' I hear you cry.
Turns out that the Madagascan rainforests where these yams grow are also home to the only bamboo lemurs you can find in the world. So not only will this foundation project be helping to ensure a regular food source for local people in the area, who previously struggled when their rice crops ran out, it'll also be making sure that the bamboo lemurs' habitat is conserved.
Check out BBC2's "Attenborough and the Giant Egg' on March 2nd at 8 o'clock to learn more about the incredible work that Feedback Madagascar are doing.
Remember where you heard it first. 2011 (unofficially), the year of the lemur.