I certainly appreciate that question, and I must admit that I think we perhaps took it for granted for a bit too long that Canadians were connected to the farm and really understood what was happening on the farms. We are fully aware that we need to have very serious conversations with Canadians to help them understand that beef production in Canada preserves a native ecosystem, one that's endangered and one that is very integrated with the success of the cropping ecosystem in Canada too, so we're certainly fully in on this.
We partnered, for example, on a film called, Guardians of the Grasslands. Please, everybody watch it. Please share it through your networks. That's something, and thanks for the question.