There's been no money announced or any programs announced at all.
What we're looking for is something that's going to help create excitement in the marketplace so that the consumer will still be able to differentiate what is Canadian cheese and what is European cheese. We're not opposed to the consumer having a choice; they just need to have a choice that they know they are actually making, not one that they're making by mistake.
What we'd like to see is some way, whether through different packaging or otherwise, of differentiating it. Does there need to be more advertising? That remains to be seen.
We all know that most people like to buy local, and so we're looking to help the local artisans who have developed a lot of the specialty cheese market, both in Quebec and Ontario, to differentiate their product in the marketplace.