That's a pretty strong market position.
I was listening to your opening comments, and you spoke about the money you spend on advertising. I personally feel that it has been extremely well spent, because I feel that you have the confidence and the loyalty of the Canadian consumer. The Canadian consumer loves Canadian farmers, and there you are, building and reinforcing this bridge with the Canadian consumer.
The reason I mention this is that I'm not too sure why you feel you would lose the confidence and the loyalty of the Canadian consumer. There are 17,000 tonnes of European cheese coming in. Just because it's coming in doesn't mean it's going to sell. I think one of your strong messages is that you produce a high-quality, healthy, and competitive product. Is that right? Is that what you produce in terms of cheese?