That's right, but you need to be able to quantify that sustainability measurement. That's what we're trying to do at Pulse Canada. We're working with all the partners, the other associations, and the Canola Council, as well as with flax, wheat, and barley growers, to try to come up with tools to quantify the environmental impact of agriculture in Canada and to demonstrate what a great job Canadian farmers are doing in the area of sustainability. They're already doing a great job, but we can get better. That's going to be one of the big demands of the food companies in the future.
On May 5th, 2014. See this statement in context.