That's absolutely correct.
The funding that the European wine industry gets supports the promotion of their products in Canada, but it also supports promotion of their products in Europe against Canadian wines, American wines, and Australian wines. It is a level playing field. We have to produce a product that consumers want, at a price they can afford, with a quality that they can anticipate is equivalent to or better than that of our competition. That's a job we have to do to succeed, and I'd say we've been doing an excellent job at it. Unfortunately, not enough Canadians know about it.