The price point is definitely higher, and for two reasons: because we have a relatively small customer base, so we don't have the volume advantage yet, and because we want to provide the fishermen with more money, a more reasonable price for their fish. Although luckily, things have been changing in the lobster industry of late and the price has gone up, it's often been the case in the natural resources sector that fishermen are still receiving the same price for groundfish per pound that they received 20 years ago, and we know that everything else has gone up in price. We wanted to provide them with a much better price. Those are two reasons why the price is higher.
On June 16th, 2015. See this statement in context.