Yes, but the challenge on the value chain is this. Do people truly understand what consumers really want? We've done analysis where we've talked to consumers; colleagues went to talk to consumers as they entered the grocery store. They indicated what they would buy as they entered and the differences were compared when they left the store. Their actual consumer purchases can vary considerably from what they said they would do. When challenged with it, they started to see some of the inconsistency.
In turn, you'll find that what some producers or processors think the marketplace will want, based on their understanding of consumers...when you really do the full analysis, you find that consumers didn't want packaging that large, they wanted it smaller, or they wanted it fresher, or they wanted it individually wrapped.
As my two colleagues said, there's a need to constantly re-evaluate how effective we are—what information is in the marketplace, who has that information to share up and down—so that everybody can participate and be better valued. A system whereby one partner uses that information to dominate the marketplace may have been effective historically, but in a very competitive marketplace like we have in Canada, with a lot of international competition, that's not a very good long-term strategy inside Canada.