What merchants are doing to address consumer prices is a composite picture.
It's important to understand that even before the price freezes, there was a very significant discount grocery piece in the Canadian market. Obviously, we've seen a consumer shift toward that business. There's been a strong effort to try to ensure that staples, in particular, are sourced in a way that makes them as low-priced as possible for consumers.
With respect to the freezes, people have taken different approaches. Obviously, the decision Loblaw made has probably received the most comment, but other grocers have gone down that path. I think it's important to understand that they're working with some pretty thin margins in terms of what they can actually do. In this situation, not all of this is within the capacity of grocers.
It's also important to look at what manufacturers can do. We were talking a few minutes ago about average margins over five years being 2%, 3% or 4% in grocery. If you look at Kraft's margin, it's 14.8% over the same period. Pepsi is 11.6%. Procter & Gamble is 18.2%.
While grocers are doing what they can, I think it's very important to also look at what can be done with respect to the processing side of the chain.