I'm really glad you're here today. It has been a very interesting subject. I do want to focus on nutritional safety actually. I have a couple of questions.
You mentioned the new campaign you have, in which I think you're partnering with Health Canada. I think you said 34 companies were involved to sort of increase awareness about nutritional literacy, which of course is very important.
I wanted to get a sense of what component of the overall industry is involved. If it's 34 companies, do you know how many supermarkets? I haven't seen it. Are we talking about 5% because, of course, awareness is a critical thing? People are inundated with advertising, and so to try to counterbalance that with real nutritional literacy understanding is super important, but if it's at a very low level it's pretty hard to get that balance. Where does your campaign sit in that sort of balance?