When you look at the studies on why farmers don't make changes, why they don't shift to more sustainable practices, they name about 15 different barriers. We think that they're mostly financial, and obviously some of them are financial, but there are also many what are called “psychosocial barriers” such as one's status in the community, how one relates to other institutions and how one's banker interprets what one is doing. All these kinds of psychosocial dimensions can be very significant.
Part of the challenge for us now is that if we're going to implement changes that involve supporting the transition period, it's not just about providing money but also ensuring that this takes place in a way that addresses these psychosocial barriers.