Let me talk about that for a second. It's a great question.
We at Empire, as you may recall—not everybody knows, perhaps—in 2017 were in dire straits. We were making almost no money. We couldn't support our people, our stores and our communities. Over the last six years, through Project Sunrise and Project Horizon, we have started to turn around our company.
We have one of the lowest profit margins in the world, certainly one of the lowest in this country. As somebody said here in their opening statement, it would take almost nothing in terms of changing our sales or our margins to tip us into a position of having no profitability or less than that.
We have done everything we can. We're doing everything we can promotionally. We're not passing on every price increase. We're fighting against price increases. Our flyers are stronger. Our pack sizes are bigger. We're growing our private-label business. We're doing everything we can to help Canadians.