There are a couple of pretty creative things that we could do. For instance, one of the research projects we're looking into right now is working with conservation groups that are interested in grassland habitat so that they understand from an urban perspective the importance of grazing livestock and what it brings to the role.
In the sheep industry specifically, we're also dealing with knitters and weavers, because the sheep provide a biodegradable, renewable clothing source. You can also insulate homes with wool and mop up oil spills with wool. We have a different story to tell when it comes to sheep.
I think we have to start by enabling our farmers to feel more comfortable telling their stories. They're our front-line environmentalists. They told me before anybody else did that the butterfly population is dropping. We need to make them feel comfortable telling their story. We need to find groups that we can start working with one-on-one to build those relationships. That would be my recommendation.