Yes. It's not just whether wheat makes a good loaf of bread or not. In this day and age, there's an awful lot of interest in who produced the wheat and how it was produced, so there are different quality characteristics that consumers emphasize. You just have to go into some of the stores in the wealthier areas of this country and look at the products on the shelf there. Most of them are organic. Again, I keep going back to Quebec because I have some people I work very closely with there. In Saint-Hyacinthe, Pierre GĂ©linas took me down to the grocery store there, and over a third of the space in that supermarket was designated for flour-based products.
On May 12th, 2009. See this statement in context.