Well, that's a good question, and becoming a participant up the value chain is an option for producers for risk mitigation. Obviously, there are some challenges, depending on what type of value chain they're trying to establish and what type of process they're trying to get into. There can be capital challenges and investment challenges.
In the cattle industry we are seeing an increase in supply chains—n targeted beef production, in branded beef production—where producers basically control that product right into the retail store. Typically, that type of product is differentiated in one way, shape, or form. It is an opportunity for producers, a niche opportunity, and it's a sector of our industry that we will see expansion in.
There are challenges, however, in receiving the labelling approvals. I know of one value chain in particular that had a very difficult time working with CFIA on that issue, and they were set back time and time again regarding the labelling requirement. To echo Clare's and Stephen's comments, while the CFIA has a duty to protect and provide regulatory protection of the food industry in Canada, it has to recognize that its decisions and attitudes impact trade and competitiveness. And we need that attitude from CFIA.