I am going to wear my millennial hat for a bit here. People are actively making a choice to have better experiences with their food. Yes, they are buying fast food and junk food, but what we are seeing, at the fairs and exhibitions even, is that a lot more people are interested in buying the artisanal food, the organics, and they are willing to make that investment. It is a matter of budgeting.
In terms of the education component, if you add a component where we are teaching them how to manage their money in terms of food, there is.... I can't remember the day in February, the national day of how much food has been.... Your entire grocery bill should be spent. You can use those education tools to say, “How can you better use your money to spend it on better foods?”
The trend is continuing. Costco is now one of the leading producers of organic produce. Because they are producing more, and they are known for wholesale and better prices, prices are slowly going down. It's a trend that is coming and starting to change. It's going to be a cultural shift, and I think it's going to be a mix of education and a bit of supply and demand as well.
I don't know if that helps, but hopefully it does.