Having heard what Robert and Joe said, we're seeing that we need to educate our consumers with these labels. If they don't know what they're getting, they're not going to choose the local product.
When the mark-up is after the farmer, and at the retail level, it's at a point where the consumer can't even make the decision to help the Canadian farmers. They're not able to make the right choice because they're not empowered.
That's something that I would like to see changed.