The one thing we are discouraging, and I had this discussion at an IFAD meeting a couple of weeks ago, is any suggestion that you should try to compete based on saying “My food is safer than your food”, because we think that any food on a shelf should be safe. By virtue of the fact that it's there, it should be safe.
What we're saying is, let's simply communicate our high production standards, our environmental standards, and food safety standards, and then brand Canada in Canada and do it that way. Also, let's advertise that these are Canadian farmers who are producing it.