May I just say one quick word, Ken?
Following up on the branding, I was actually surprised that Ontario doesn't seem to be quite as well developed as Manitoba, where we have a very successful Peak of the Market program. If you go into the grocery stores and you look at a bag of potatoes or a bag of carrots, you know they are produced in Manitoba and weren't repackaged in Manitoba. They are actually produced by Manitoba producers. I know, just from our own family's perspective, that we're willing to pay.... A lot of times it is competitively priced, but even if it's a little bit more, people need to know that they are supporting the farmer when they buy that product. So it can happen, but it takes the producers and the processors working together to make sure that Canadian product is on the shelves.