For one thing, consumers do not know the origin. That's one thing we'll look at doing with the retailers. Also, we'll work on how good our product is compared to others. Those are the ideas that we are looking at now, but identifying the origin is key. Right now you know about the cherries that come into Canada, and you know about the fish, but pork or beef? No.
On February 1st, 2012. See this statement in context.