Those are two great scenarios.
I'm not an expert on farmers’ markets. They operate...and most consumers will actually go to a farmers' market for quite different reasons than they'll go to a retail store. They're two very different animals, by large part. The key driver behind someone going to a farmers’ market is primarily a bad experience with shopping as well as with the food afterwards. The markets make up a fairly small percentage of their overall food purchase.
In terms of what could happen in terms of reducing the waste at farmers’ markets, I think it comes back to the same initiatives and opportunities as in the wider industry—how the food is handled, how it's packaged, how it's presented, and how much is presented, packaged, and distributed. I think the same basic principles apply.
In terms of traceability, we're actually, at the moment, in the midst of a seafood traceability study, an international study. One of the purposes of the project is to identify where waste occurs along the value chain, whether it be aquaculture or wild-caught, and where traceability can help reduce waste along the chain. There's new technology coming into play in terms of giving businesses the opportunity to manage temperature and other parameters along the chain. It's an evolving area that will become increasingly an opportunity.