The more we advance in this project, actually....
Can I answer in French?
Will you understand if I answer in French?
Okay.
The more this project progresses, the more we discover the margins that are hidden everywhere, all along the value chain. By taking into account all these small margins that are being added and by coordinating the industry more and more closely, we are succeeding in lowering the price to the consumer to make it more competitive.
This is where the importance of vertical coordination must be recognized. With this approach, we get the players working together, and we are then able to offer a price that is almost like a commodity.
We have a choice: compete with the commodity sector or create additional value. It's a very nice choice, honestly, except the difficulty is that no one in this industry gives themselves gifts. I'm using the same direction that Canadian Beef is going in, but we're not doing it right.