I would say definitely yes, it's important to focus on the research and innovation.
I mentioned earlier that I sit as co-chair with Fred Gorrell on the grains round table. In fact, we have one of the working groups specifically on research. That's dealing more in the aspect of how do we draw in additional research dollars.
We can't always rely upon government to always come to the table and provide those dollars. Working with farmers—using end-point royalties, for example—how do we as an industry bring in those dollars that can be directed towards research, whether it's through the universities or through public programs?
It does vary by sector, for example, on canola. To your question about whether or not we listen to the end user and what type of feedback we get from them, canola's a very good example. Accessing the U.S. market, we've developed, for example, nexera canola that is used primarily in the frying market. It's a healthy oil that was developed through innovation and research. It is a high success story with Dow AgroSciences. That's been private money.
Certainly on cereals we've seen more public money.
We are wrestling with that right now. The Saskatchewan government just held a summit last week, and a number of the federal officials were there. How do we revitalize our cereals industry? How do we revitalize our research on wheat and durum and barley? That's what we have to do next. What types of funding models can we develop to attract the dollars and then target them for innovation and research?