Can you talk a bit about one of the new ones, which is the discussion around the environment and climate change? One of the things I've always talked about is that the agriculture industry doesn't get the credit for what it has done. I get concerned when people say agriculture owes the environment. I think the environment owes agriculture for the improvements we do for the environment and in greenhouse gas emissions and all that.
Can you talk to us a bit about the changes the beef industry has done in improvement, because the consumer won't have any idea about that?