Yes, I would agree with that, for sure.
One of the unbelievable situations is that, even though I am buying rice, let's say, from 100 different people, probably 60% to 70% of those people have never tasted wild rice. They have no idea what it tastes like. So, basically, education is badly needed.
Another serious problem that we have with wild rice is that it's very difficult to sell in Canada. It's very difficult to sell in the States, for the simple reason of transportation costs, not necessarily the cost of the rice. The cost of the rice, in most situations, is probably less than half of the cost of the rice at the grocery store, not including the grocer's profit. But the cost of land transportation is very expensive.
Yes, there is a point where we can do more education, but the wild rice itself.... The leases on the lakes, things like that, are mostly owned now by older people. The Government of Saskatchewan is reviewing that, and they are coming out with new conditions, new rules, so we should be able to provide education on how to harvest it. Because in principle, as I heard from 4-H—