For sure. When looking at the situation from an Ontario perspective, we're so close to our consumer base that transportation isn't as much an issue for us. Then we obviously look at further processing or adding value to the products we produce, trying to get more profit or value back to our membership, or value creation through the value chain.
Grain Farmers of Ontario partnered with SGS, a great international company—it's one of their first partnerships with an organization like ourselves—to create this wheat quality lab. We can do analytical testing to ensure that purchasers of Ontario wheat actually know the quality and parameters around its usage, so they can target where it goes, which helps us market Ontario wheat, almost getting to a point of trying to brand wheat grown in Ontario.
It falls to that consumer trust as well. The public can perhaps look at a Canada brand as we go down this road, an Ontario brand, or a grown-in-Ontario brand from a grain and oilseed perspective. We have that on the vegetable side very predominantly in Ontario, but not so much on our side, because we're kind of the ingredient.
I think we're working toward that value creation for our membership, but up through the value chain. We saw some real value in working with a partner like SGS to do this analytical work.