We know that one of the biggest things we have to do is continue to improve productivity. The population in the world is growing. Canada has a really strong land base and resource base. If we can be a leader in production, we have a strong global position in that. Other countries don't have the same resources.
However, we need to produce more per animal and more per acre, and that's where the access to technologies and the public trust issues are important. Those technologies are what allow us to do that in a sustainable manner. Ironically, that's where consumers sometimes get confused.
With that, one thing we've found with the science, which I think is important, is that scientists can do a lot. They have a lot of credibility. The ones who have the most credibility are our producers. We're finding that you can give the science to your young producers especially and tell them to talk to consumers. Some of the programming we've done is in enabling producers to talk to consumers, because producers resonate far more than anybody else.