I hope you are successful. I wish you well in that endeavour. One of the things we hear from processors is that they don't like to have to make up a gazillion labels. They want standardization, etc., so Mr. Tierney, I hope you win that persuasive argument. I think the Canadian consumer would actually be very happy to see that.
Let me throw to you the example of Sobeys. It sells fresh seafood with a traceability piece in it that talks about how it can actually lead you back to the captain, the ship, and the area where the fish was caught, which isn't a regulation that we have in this country, but it's a marketing tool that a store, such as Sobeys, has used, and I think quite effectively, to be honest.
Since that's a voluntary piece, is it something that we should look at in the supply chain? I live in the province of Ontario, and we have the Ontario branding piece. We have some decent retailers that will put pride of local product at the front of their store, but it takes a bit of education.
Is that something that we should be looking at? Rather than a hodgepodge marketing piece, is it something we should look at, not as a regulation per se, but at least as a suggestion to retailers or the processors that this, perhaps, is a good thing to do, and let them run with it?