There was a person earlier who said, “Let's get into just organic and nothing else, and that's it.” I don't think it's one or the other. Our farmers are doing an incredible increase in organic to this point. Yes, there are requirements if you want to be certified, that you have to have additional space and that.
I was in a Costco in Vancouver at our summer meeting, and I stood beside the chicken counter. There was organic chicken at $22 a kilogram and conventional chicken at $12 a kilogram. I could not believe how many people picked up that organic chicken, kept buying it, and were willing to pay that price.
Is the point that everybody should pay that price or somebody who wants that? Let me tell you, there is nothing wrong with conventional chicken. That's what I said. We're moving up the standards in terms of antimicrobial, doing the food safety and animal care, and delivering across the board at an affordability piece, but if you want something that's more special, more local or whatever, it's available. It's increasingly available because there are people out there with disposable income who want that, but we can't force a one-size-fits-all solution and raise the price of every piece of chicken marketed out there. We have to make sure that we do stuff that is reasonable, is science-based, and is not emotion-based or done by groups pretending to be consumers and telling people what they should or should not want.