There are other private labels as well. In Europe—in England, for instance—they have a brown tractor promoting European-grown foods. And national governments have taken that on.
It's tough to say. We're certainly not suggesting it should solely be government's role. I think industry wants to take a role. We would like to take a role in being a partner in it and funding parts of it. We see it as a partnership between government and industry making it a success.