Yes, we've discussed it numerous times. How can we make agriculture look sexy? How can we tell people that it is a wonderful industry to be in? Of course, as farm kids, we were raised to take pride in watching the canola field bloom in spring. Harvest time is one of the most amazing times of the year, as well as seeding.
But as far as the other group, the urban group, I definitely see it as the next generation or the younger generation. We want to be our own bosses. We want to be entrepreneurial. We want to take risks, make mistakes, make our own decisions, and whatnot. We need to let them know that being involved in the agriculture industry is evolutionary and full of change. There are tons of opportunities to climb up the ladder and be managers.
I think one of the most important things is to get that education out there, as well as to provide funding and support to the Canadian Young Farmers, for example. We have the connections and we have the resources. We know what we want to learn and we know who we can get it from. If you give us the funding, we'll make it happen.