It comes back to how you build that consumer trust and who is viewed as a trusted source of information.
Personally, I would have to say that as the chair of an organization such as Grain Farmers of Ontario, my credibility is less than my wife's would be in terms of her engagement with her social group, because she farms. She probably works harder on the farm than I do, because I'm gone all the time. She's a very trusted source.
We have to reach out and use some of those people to communicate our message and to really simplify our message so that it's understandable.
I do think there's room in the upcoming APF in terms of assisting with a communications strategy. With regard to the work done through the Canadian Roundtable for Sustainable Crops, in the current GF2 we failed to get some funding on a communications strategy to communicate what that round table is doing. The upcoming APF needs to have some opportunities to have funding access for communication around public trust because, as the government, you should be proud to stand up and showcase some of your scientific institutions. You should be proud of them because they are recognized around the world for being great institutions.