I certainly agree that education has to be a big component, and in three aspects. We heard today that consumers are the most wasteful: 40%, or something like that, of the food waste is from the consumer. Food poisoning happens in the home more than it happens any place else. That's consumer education. The last part is a basic lack of understanding of modern-day agriculture.
I'll use myself as an example. My parents farmed in southeastern Saskatchewan. I grew up and worked on that farm. My kids visited grandpa and grandma on that farm, and their kids might never be on a farm. In four generations you have a total disconnect with primary agriculture.
That disconnect can result in regulating urban myths, and that is not where we want to go. We want to remain science-based. To remain science-based, it has to channel or parallel that education activity.