Thank you, Mr. Chair.
And thank you, folks, for being with us.
Perhaps I'll start with my friends the vintners, since I'm the Niagara guy around here and I know the wine. I've frequented many of your wineries in that neck of the woods.
You talk about the market-share loss that's been experienced in the last number of years, which I think is a fairly shocking statistic to most Canadians. That a local industry that people see as successful has only 32% of its homegrown market—the smallest market share of any wine industry in the entire world—is quite something.
Could you speak to what we need to be actually doing? The VQA obviously was an important program, but are there some price-point pieces that work into that around how it competes with offshore wines, whose price point is not always the same, and in some cases is less? How do you see those types of programs expanding, or how can we can reinforce them so that we can grow that 32%?
You set a benchmark at 50%. I'd prefer the benchmark to be higher, of course, but I'll let you speak to that.