There is, of course, messaging that you have to decide you want to communicate to the consumer.
Activist groups are talking to the consumer. The consumer is talking to the retailer but not necessarily with you. The retailer then makes a huge policy change that actually impacts your farmers, when in fact animal welfare is at the core of what you do, but it's just that it wasn't known, it wasn't defended, and now a big policy change has been driven through by your retailers.
I think plugging into retailers is good, but I'm concerned that the public is not hearing the good animal welfare story we have to tell, particularly here in Canada. Instead, they are hearing activist groups which are using isolated examples.
I think if we juxtaposed a number in terms of how many birds lay eggs in Canada every year against an isolated incident that is perhaps used by a group to promote what it is they want to get across, it would be way out of whack.
We have a good animal welfare story to tell, but I think it has to get out to the public because it's the public that they're targeting. Working with retailers is good, but I'm also encouraging working with the public.
Robin, could I quickly hear from you on that?