First of all, yes, we have submitted a trademark application for “Grown in Canada”. We don't envision that the CFA would administer it; rather, it would be a non-profit organization--including whatever organizations to do it--including downstream. It wouldn't so much be selling it to farmers. Until the whole process and initiative is on its feet, we would have to rely on a level of government funding to do that positive marketing campaign. We see it eventually being self-sustaining. It would require that whoever labelled the product would perhaps have to pay a minimal licence fee, and in that way keep it a self-sustaining initiative.
It's certainly not meant to be a CFA process where CFA tries to make money from that trademark application. It would be a joint industry effort, including downstream, and certainly not tied to any one organization.