Just to add to that, we have a couple of international initiatives that we're involved in as well.
We belong to something called the International Beef Alliance with the United States, Mexico, Australia, New Zealand, and now some South American countries as well. One of our key main areas of work is in sustainable beef production, and that also includes animal care. We're wanting to learn from each other and know what other countries are doing. They can learn from what we're doing and ensure that we're all doing the right thing.
We're also involved in something called the global roundtable for sustainable beef and we have our own Canadian version of that. Again, it's one of these initiatives to ensure that we are producing, the type of beef produced in the way that consumers expect it to be and are still willing to actually pay for it. We have a number of initiatives that are all aimed at ensuring that beef production is what consumers expect, but is also sustainable for the producer to be competitive in producing it.