Absolutely. Although a lot of our research, you could say, is directed towards improving productivity for producers, ultimately, if they're using less water and are more feed efficient, there are fewer days on feed and they produce less manure. All of those things are ultimately part of your sustainability as well.
Because I've been around these discussions before, I think it's important to point out that often the beef industry is the first that's sought to go, but over 50% of land in Canada cannot be sewn into crops at this current point, and if water is an issue, that's likely to continue.
Frankly, there we have an advantage as to some of the other protein sectors, but that's where we need to look at how we extend grazing so that we can keep those animals, because it's currently about 80%. How do you do those things, how do you improve water use? We're doing sustainability assessments right now to establish those benchmarks, to figure out where we are relative to the global framework, but then also how we move forward to identify opportunities for improvement.
It's very much positioning ourselves with benchmarks, but also then optimizing that through improved feed efficiency, water use, manure management, and those types of things.