I think the potential is large. We know there's a growing beef demand in the world, and we know consumers are wanting a safe product and a high-quality product, and Canada can provide that.
I think the big thing we see as a challenge from a production standpoint—because right now we're short of animals—is that decision between whether you're going to produce beef or produce crops. What are you going to produce? That's where, in terms of our margins, we need that improvement in profit. Really, it's about improvements in productivity moving forward and being able to produce that product in a sustainable manner.
I think it's important to point out—and it speaks to previous discussions—that there are a lot of questions being raised about the use of new technologies. At the same time, consumers want a relatively cheap product. They want it to be safe, and they want it to be sustainable—all of these things. Those technologies are ultimately what allow us to do that. We need to have greater communication about them and discussion of what the benefits of those technologies are. If you want environmental sustainability, we do need to see enhancements in feed efficiency and those types of things.
It's very much the investment in productivity improvements, but also, then, communication as to the value of technology to the broader public.