I'm not quite sure how I can tie environmental sustainability in with the trade agreements specifically, but we are seeing that food companies are increasingly interested in environmental sustainability, and they are putting more and more requirements on suppliers of ingredients. They want to know how crops are produced. As you probably know, they're now coming up with questionnaires for producers so they can respond to requests from their consumers about how crops are grown.
The pulse industry has a great story. Earlier a gentleman mentioned that pulse crops fix nitrogen, so we have a great sustainability story in Canada now with about 15% of the area in western Canada being sown with pulse crops each year. We're getting close to about a one-in-five rotation. That's primarily peas and lentils, of course.
The sustainability story is very strong. It's several years behind health and nutrition. That's still the big focus for the food companies, but companies like Unilever have committed to 100% sustainable sourcing by 2020. Retailers like Walmart are leading the charge. They just held an expo last week in the U.K. with 150 manufacturers and retailers from around the world. It was called the Sustainable Product Expo.
We're going to see more and more requests for information about environmental sustainability, and Canada has a great opportunity to capitalize on that.