That's a good question.
You touched on storage. Storage is the most important aspect once the product is created, and the investment in storage by many growers is quite costly. Support to create collective storage facilities so that the small growers can pool and deliver their product to these facilities is an opportunity.
The other area of opportunity in the case of the apple industry is the new varieties. Our industry tends to stick with tradition and deliver on the varieties that we've used for the last hundred years. We've done an outstanding job in some parts of Canada within the apple sector to introduce new varieties, but it is an investment. You can't just cut a tree down and a new tree appears, as we all know.
The investment from an orchard to shift the production from one variety to another requires federal support. Without the support to invest in that shift, many do not have the scope or funds to make the significant shift that's needed to meet the changing consumer demand. How do we work to invest on that shift to enable the apple grower to look at the opportunity of a wide range of new varieties that are currently being introduced to the market? Even beyond that, what is the variety of tomorrow that the consumer is looking for?
It's understanding how much sugar content the consumer is looking for, the taste, whether it's a crunchy apple, whether it's a soft apple. All these pieces we know now and we can forecast. Working with research to determine what the best apple is for tomorrow's consumer has to be done and then implemented. The implementation requires support.