It's very important to attract youth into agriculture. In our projects, we work with scholarships to ensure that the canola industry attracts very talented people, people who are interested in canola production and canola research and all of the areas that can improve and enhance our production. It is important make the industry accessible to producers as well. Agriculture is a very capital-intensive activity, so it is important that all of this is being looked at.
As an organization, we focus more on production and use of the crop to make it sustainable and to improve our own crop industry. As a farmer, I'll say it again: attracting youth into the industry is very important. It probably starts with making sure that the food is being valued at the consumer level. That's what triggers the interest in our industry.