I think it involves a combination of things.
I think it's having the sound science to present to our negotiators to ensure they're very aware of it and to present to those countries. We've also found that it's even a matter of having our beef producers being active within those countries and getting to know their industry and their systems to provide some of those reassurances, because, frankly, sometimes it also helps to have that come from producers themselves.
The producers—many of them behind me—feed the same products to their kids. I feed it to mine. I think there is some value in that advocacy effort around these types of discussions of putting a face on people. This isn't about factory farms; this is about family farms. They're large farms in many cases, but these people produce a safe high-quality product.
I think it's a combination. You have to have the science and the marketing, but there's this advocacy piece that I think our industry is increasingly understanding, whether it's domestic or internationally. We need to put a face to our product and make sure that people are comfortable with it.