Standing back a bit to look at that individual farmer, we need to be competitive, and it's increasingly competitive out there. There are two issues for him. One is the technology gap—some other farmers, particularly in the U.S., have products we don't have here, and that's more or less the case with the horticultural council list—and how we can address it. There's a structure there now to be put in place. Part of it is that, whether we like it or not, it's sometimes a very small market here, and so there's the cost of getting the product registered and how we can manage through it.
So that's one goal for the farmer: I want to get the same products my competitors have. The second part is—and this is very much, I think, a tribute to the innovation of Canadian farmers—they also want the newer, safer, better products, these reduced-risk ones, because they want to be able to produce food and the other products of agriculture in a very sustainable fashion.
That speaks to the new innovations. In some instances those may be to make sure they have a full armamentarium to deal with these clever pests that keep mutating, etc. So they need to have the newest innovations as well.
If I'm a farmer—I think I can put myself in that category—I want to make sure I have everything that's available to my competitors out there, but more than ever I think the big push is to make sure the innovation and the research are going on, so that I'm going to have the newer, better, safer products into the future.