Through discussions with our partners in the value chain, we've come to the conclusion that we have a problem. The problem is that more American pork comes in and our consumers are actually eating less pork year over year, so it's a double whammy.
We've committed, as the Canada Pork Council, to actually take part of our check-off and dedicate it to domestic marketing. The good part is that the other people in the value chain, the processors, through the Canadian Meat Council, have committed to going hand in hand with us. At the end of the day, if we can successfully develop the label that retailers are enthused about, and we think we can. We're probably a year or two out, but we really now have the momentum to get things done. So I think you're going to start to see some of our labels show up in the next 12 months probably.
We've had programs in the past. We've never been able to sustain them, and as you know, in the branding world you can't do it half-heartedly. You have to be committed to it. So within a couple of years, hopefully, a lot of the pork that you see that is Canadian produced will be identified as Canadian, and we'll have a label that clearly defines it as such.