With regard to the difference I think the inspection and the auditing process is probably the first big hurdle. Most farmers tend to be somewhat private, if you will, and the notion of having someone come in and walk through their farm and assess it tends to be a shock. So that's often the initial hurdle that we need to somehow overcome. Part of that then involves paperwork, which of course nobody really likes. With regard to the paperwork, a lot of the requests are things like pasture rotation, crop rotation, planning ahead. So farmers who are involved in the organic and the natural world tend to have to put down in writing—
On May 16th, 2012. See this statement in context.