It's a busy place for us right now. The marketing structure has changed, as you suggest, or it is changing. It's created a number of opportunities for us to have an enhanced role in providing training to the entire industry, so they can now make sure they're meeting the consumers' demands, that they understand what it is they want when the product moves. We're spending a lot of time training them.
We're spending a lot of time with farmers as well, so that they understand their markets. In the past, they would say, “The Wheat Board is not moving our stuff; it must be their fault”. Now they're realizing they need to make sure they produce the product the customer wants in that region. We've been going out to their meetings—actually I have another one tomorrow with an association—to say, “You know what? These varieties work for this product, but they don't for this, and here's why.” It's just a support role, and it's been greatly enhanced in the last while.