We know there are opposing forces out there. We have the Beef Information Centre, which is the North American industry's marketing-arm promotion group, which works to put forward facts on beef consumption, nutrition, and that kind of thing. Critical work will need to be accomplished by this organization, and it will be critical that it be funded well in the future in order to do that.
We also know there are challenges on the horizon from animal rights groups and what not. As an industry, we're working proactively on animal welfare issues. We in the cattle industry have a good story to tell. We need to make sure we're getting out there and telling it and that we're proactively dealing with it.
Recent demand trends in North America perhaps have more to do with the recession and disposable income than other trends do, although we know that the other issues are present and they need to be dealt with. We are dealing with a lack of “middle meat” demand, “high cut” demand, in North America due to less disposable income.