I think one of the big successes about the canola industry has been the value chain. Jim has talked about that with the Vineland research centre.
Essentially what has driven the Canola Council of Canada and the canola industry is having growers at the same table as the seed developers, along with the crushers and the exporters. With that value chain sitting around the table, essentially crushers are selling to consumers. That's where the market comes from. They have an idea of what are going to be the market drivers. The seed developers are trying to develop varieties for the market, but also varieties for the growers, so it's that linkage.
Going back to an earlier comment in terms of how you get technology transferred, number one, it has to be focused on what that value is going to bring to the industry; and two, it's got to have an economic impact. No matter what you do, you need to put some type of an economic analysis against it so the industry downstream can evaluate whether or not there's going to be any demand for it. What's the point of doing research if there's not going to be the demand at the end of the day?
You can do basic research and blue-sky research, and that's fine, but when it comes to looking at applied research and very, very specific projects, you need to keep focused on the economic impact and the value. Otherwise, it's not going to be transferred; consumers aren't going to want it. I think it's fairly simple in terms of focus.