Yes, this is where I think technology is going to be a huge factor, and it could enhance Canada's lead. The consumer today wants to have more connectivity to who's growing their food. Historically, there have been multiple different parties between the consumer and the farmer. Technology essentially allows the consumer to have that direct relationship, understand how the food is grown, where it's grown, how it's produced and know what the carbon footprint is.
I think to be able to implement that type of digital infrastructure, create that connectivity to the consumer and create that trust, technology will enable the consumer to trust that. If Canada is the leader in that space, they're going to pull companies, whether they be General Mills, PepsiCo, Danone, McCain or Maple Leaf, to do business with those Canadian farms.
I just think it's a significant opportunity that shouldn't be overlooked right now. If we don't take advantage of it, I can guarantee you that the Brazilians are moving. We operate into that market. In the U.S.—people might find this strange—there's more openness towards some of these changes in management, as there is in Australia, so this opportunity is time limited. I would really suggest that we focus on how to take advantage.