Thank you for the question.
There is a tremendous amount of niche branding and individual initiatives on many of our farms doing all kinds of things, right from the organic sector to raising pumpkins—just lots of opportunity. Providing an environment that allows that to be stimulated is very important, but I can't over-emphasize the importance of farmers and cooperatives and governments working together to brand Canada.
I know there have been programs and efforts to do that, but we haven't reached the threshold level where we've really been able to do something with it. I would encourage the government to find ways of doing that, because we have opportunities sitting on our doorstep that we're really not taking advantage of. I spend half my life travelling around the world, and everybody loves Canada, but how do you get Canada...? It's a question we need to answer.