If you read Maclean's magazine this week about what's happening with the beef situation worldwide, it said that the Asian countries are picking up a lot of demand for beef worldwide and the western countries are stepping back from it for various reasons. It said in the article that now they're having one day without beef. They're promoting it in schools and that.
How is your industry going to counteract this? We even have Paul McCartney doing this big spiel around the world on it. He did it with us, with the seal industry in Atlantic Canada. You have the production issue and various things, but do you see a bit of a problem on the horizon of beef getting a bad rap and that translating down to sales?