I'll give you an example.
Yellow maize is a food product—I was familiar with it in Zambia—that many would say is genetically modified. It is nutrient fortified, but it isn't modified. When we're talking about consumer acceptability, people talk to me about GMO and ask me to explain what a GMO is, or explain what a hybrid or conventional breeding is. In our marketing that becomes the challenge.
One last thing—and I'm almost out of time—is in terms of the labelling. We've had a lot of discussion about labelling. When a product comes in, and I go to the grocery store and see something that is organic and that it has come from Thailand, China, or somewhere, how do we know that it is actually organic and meets the criteria? How do we know how it was grown in those countries to be labelled so it's sitting on our shelves?