It is another good question, and it is unfortunate that we do face that.
I guess one of the things that we lack in our country is a good domestic initiative for marketing the pork industry. We have some provincially, in Quebec, Ontario, or even ourselves in Western Canada, in Alberta and B.C., with our Passion for Pork campaign. It really is up to us to get in front of the consumer and to let them know.
Unfortunately, Canada may be, and North America may be, different from many other pork-consuming countries, where they know this already. It's not as big an issue as we face in Canada, where the consumer really does lack a lot of knowledge about the products and how they're produced. It comes back to the industry to get that information out to the consumer and to let them know what the truth really is.