For the purpose of this Agreement, "Confidential Information" means all information, whether disclosed before, on, or after the Effective Date, in whatever form transmitted relating to the past, present or future operation or review of the Business or execution hereof by Disclosing Party (as defined below), including without limitation, customer lists, suppression lists, financial information, vendor lists, product formula, research, development, and/or business plans, operations and/or systems and all other proprietary information provided by the Disclosing Party hereunder.