Those are good questions. I'll start, and Roger can comment as well.
We invest a lot in research, as I mentioned. One of the groups we're very much involved in is an organization that's U.S.-based. It's called the Egg Nutrition Center; we're partners in that. There's a team of experts. It's an actual doctor, Dr. Spence from southwestern Ontario, who makes this crazy claim. The best counter to that is objective, third party, and evidence-based. Yes, that would be a doctor, too, but you get a lot of other voices that will speak out against that. So when crazy things like that happen, we do tap into a group of third party experts who can speak.
The other thing we do a lot is our outreach to Canadian consumers through people like Roger, directly through the farmers. We get tired and frustrated, and that's one example, among others, of misinformation about food production, about egg production. So it wasn't designed to sell more eggs; it was designed to have people like Roger talk about animal welfare, talk about food safety, talk about what he does on his farms. It's interesting that, when we started to put their faces in front of the product, it really resonated with consumers. Farmers are highly trusted, as you know, and lo and behold, not only did it improve public trust, but it actually sold a lot more eggs.
The good science, third party experts, and the faces and voices of our farmers, are probably a three-pillar combination around countering misinformation and bad information.