Sure. I think really you're speaking to that conversation around public trust and having to ensure that our consumers and society as a whole are comfortable with the farming practices that we're following specifically within the grain and oilseeds sector in Ontario.
We really focus on sustainability and on ensuring that our practices are environmentally sustainable and that we can achieve some of these goals and targets effectively, efficiently, and with less environmental impact than we've had historically.
It's a message we're trying to communicate to the public as a whole through consumer outreach and different communication strategies, and talking about some of these sustainability projects that we're a part of in order to help the consumer feel better about the product they're purchasing.