Actually, nutritional education around eggs has been a priority for us for a long time. One of our most successful programs was a physician education program we launched quite a few years ago similar to what pharmaceutical companies will do. They'll send a rep out to meet individually with doctors and talk about a product. We developed an information kit, and we met with over 30,000 family physicians across Canada over a number of years to talk directly about the myths around things such as cholesterol and eggs. It was a phenomenally successful program. It's part of the reason we've grown 30%.
We have a partnership as well with Agriculture in the Classroom Canada, so likewise we place value on that. School breakfast programs that we've been involved in for a number of years likewise provide an opportunity to provide education and knowledge to children around healthy eating habits. I agree 100%; it's a huge priority and something we've been investing in for a lot of years.