What has happened in the beef industry, which I never thought of.... I got into a labelling dispute on vitamin D made from lanolin, from sheep's wool. They call it a byproduct in Canada, which is an issue.
But I did get into that issue simply because that's what the consumer is asking the beef-packing industry for. We're into now...maybe you don't call it organic. It's more of a naturally raised animal. You can't use the word “natural” in Canada because it basically has to be wild game, so we have to keep that in perspective. If we want to use the word “natural”, then we have to change the application of natural, because natural would mean that we go to the back of Larry's place and look for a cow that got away; we'd call that “natural”.
I'm not sure how many consumers we would feed with wild turkeys.
But we need to define “natural”, and we need to spend some time on that. Rory did talk briefly about labelling and how we apply it in Canada. We do produce something called “organic”; it's now raised without antibiotics and it's hormone-free. So it does have its own pull. There is organic beef out there. It's in very small niche markets.