Sure.
A good example would be from the lake-friendly initiative, which was actually pioneered by nine mayors and reeves in the rural municipalities of the south basin of Lake Winnipeg. Although it was a small regional project really to inform consumers on lake-friendly practices they could adopt, we're now looking at adopting a province-wide program that would include farmers, because we think farmers can be lake-friendly, and many of them already are.
So what we're looking at is being self-funding. In other words, we're not really going to be looking to government for incentives to drive this program. We think the efficiencies producers will realize by adopting lake-friendly practices in a lot of cases will help them be part of the program. For example, we're working with the Canadian Fertilizer Institute on using their 4R nutrient stewardship program as a good way for farmers to be more responsible in the use of synthetic fertilizers and at the same time save money and get better crops. So there's an economic reward for stewardship if it's done well in many cases.