Generally, the arrangement is that you are selling against large competitors that have origins other than Canada. They are generally large trading companies, and growers from those countries are not selling to those markets. That is accumulated by large trading houses in, say, Australia at the moment and sold into those markets.
You are also dealing with large customers. Generally the customers have significant market power. They can buy from anybody they like. You have to offer those customers a range of services, such as constant quality, consistency, shipping timing to the day, etc., to give you an advantage and to brand your offering over what someone else can do. That's what we try to do in terms of the marketing effort we have.