Absolutely. Just to reference some of our own data with respect to market development, we see that for our own producer dollars put into it, we get a payback of 5:1. The way I think I see it is that we see these offices really as a way to further leverage some of those investments that we're already making and to really help address issues as they come up.
I will say that I think it's critical to view it as access to the whole region. For example, we see South Korea as one of the top priorities in terms of opportunities for expanding the market share of Canadian beef.