I'd like to add that recent consumer polls conducted by Ipsos and carried out by our partners at the Canada Organic Trade Association have shown that there aren't any visible trends in the types of consumers who purchase organics. They looked at income and at ethnicity, and what we're seeing is that Canadians from all walks of life truly do purchase organics.
That said, we recognize that marginalized Canadians who are already having a hard enough time affording anything at the grocery store would be precluded from purchasing organics. As Jim mentioned, it has a lot to do with scarcity.