Thank you. It's an excellent question.
In the western Canadian cropping rotation, of course, we're not talking so much about moving fresh fruits and vegetables great distances. We're talking about achieving greenhouse gas emission reductions through efficient use of input, sufficient use of fuel, and incorporating best management practices such as minimum and zero tillage. These are the things that will have an impact, and they have had a massive impact in reducing in greenhouse gas emissions from western Canadian agriculture.
From the consumer's perspective and what you find on a shelf what you're not seeing today is a reflection of those reductions from the efforts that are taking place on the farm on the label and in in-store promotion. What you're finding is the work that has been done by food companies to address problems within their supply chain or within their product packaging.
I think there's a massive shift taking place now as food companies are starting to recognize that the biggest impact they have on the environment takes place in the supply of their ingredients. That's where Canadian ag is primarily focused right now. It's focused on ensuring that we understand what that impact is, that we make continuous improvement in reducing that impact over time, and as I said in my opening remarks, that we shift consumer behaviour, we shift choice architecture, to help consumers better understand and appreciate, both from a dietary perspective as well as from a food product perspective, how they can make a smarter choice for their health and for the environment.