I'll start.
It is an interesting challenge, and I know Mr. Lemieux referenced it as well, getting ahead of the consumer view. What I find interesting in Canada, because of the amount of work we do in both the U.S. and Europe, the Canadian public is—I don't know if it's a Canadian thing—skeptical of extreme views. When they get a really strong message from the activist side, instinctively what we hear is they want to know what the other side of the story is.
One of the things we've done in our system is we have a producer and we have a couple of YouTube videos that are available and actually are bringing people, teachers, and others out to farms to show them what it's really like. We still find when we do focus group work that Canadian farmers have a high degree of credibility and trust with the Canadian public. That gives us a bit of a leg up, if you will, to get the other side of the story out. We match some work with consumers and we take on board your encouragement, from what I'm hearing, to do more of that, talking to the retailers as well, as we've referenced. We're in a better place than either Europe or the U.S., but obviously we have a lot of work to do for the reasons you've said.