Sure. We would agree completely with you that there's a lot of misinformation that's out there about agriculture and about the agriculture sector, about how food is produced in Canada and elsewhere. You know, it's very easy for somebody to post a blog that's taken as a truth about the farming sector, and we all know that most consumers don't have a very good grasp of farming and of agriculture in Canada.
That's part of the reason, for example, we are working with this consortium of agricultural associations and companies in Canada to put information out there on how we're producing our crops in Canada. They're being produced in a very sustainable manner. Farmers have made a lot of advances and changes over the last 25 years, and that's not being recognized, so we want to make sure to get that information out there.
I completely agree that the gluten-free thing has gone way beyond where we might have expected it to go, to the point where people who really don't need to be on gluten-free diets have chosen to go on them, but that's the choice of people and consumers, and we have to respect that. We have an opportunity in the pulse industry to meet the market demand for gluten-free products, and for non-GMO products, in this case. We don't take the position, obviously, in the pulse industry against or for GMO products in particular, but there is an opportunity for the industry to meet these consumer demands. But we do want to make sure that the proper information is out there, and we are trying to do that as an association.