Huy Fong bought peppers from Underwood to manufacture Srirache sauce. As Huy Fong’s sale grew, it repeatedly urged Underwood to increase its acreage devoted to peppers, promising that Huy Fong would buy all the peppers Underwood produced while concealing its plan to start a competing business from which it would buy all its peppers. Substantial evidence supported the jury verdict for Underwood on its fraud and fraudulent concealment claims. A duty of disclosure can arise from a confidential relationship that falls short of a fiduciary relationship. Friendly relations between the parties for a number of years is enough. Here, the confidential relationship was also shown by the parties making multi-million dollar contracts orally. An implied false promise is sufficient to support a fraud claim.