I agree with you on that, very much so.
It kind of leads to my next question, which is on the education of the Canadian consumer. It's all in line, of course, with the future of farming. The whole idea is how do we make our farms more profitable? And then, of course, more profitable and more secure farms attract younger people to get involved.
Christine might be able to answer this from the point of view of both the British Columbia Agriculture Council but also the member groups. I notice there's quite a impressive array of member organizations. I'm wondering if you could share what kind of funding and what kind of initiatives are taken in terms of advertising so that the consumer is better informed, better aware, encouraged to make the Canadian choice, encouraged to buy the Okanagan apple, not the Washington state apple.
What kind of things are you undertaking at the consumer level? Do you undertake anything, as a council, or do your member organizations undertake anything in this regard?