Most offensive odor of shoes and feet comes from bacteria such as Staphylococcus aureus which may be a cause of food poisoning as well. They eat organic material from sweat and dead skin in the process of proliferating, and excrete gas which is the offensive odor. PEDIC kills these bacteria so that nothing can generate gas any more. It is important to use PEDIC every day to keep your shoes sanitized. We see an opportunity for a brand to be seen over and over again.