Certainly.
Ms. Morris, the artisanal cheese business and companies like yours and a couple of others that I love to shop at have really grabbed on, and said you can be better than the world on this. I think the Canadian wine industry has shown some similar things. A number of Canadian industries have said we can compete with the best. We don't have to compete with them. We are the best; they have to compete with us.
What made you decide to go that route?