Thank you, Mr. Ross. I think that you're absolutely right. The window is there and people are beginning to show interest. We saw how companies and consumers reacted to plastic straws. This may not have a major impact on the environment, but it's a concrete step. It's a great opportunity.
I'll now turn to the representative of the Canadian Beverage Association.
Mr. Goetz, you said something interesting. How would the industry react and what solutions would it put forward if, tomorrow morning, Canadian consumers decide to stop buying water, soft drinks or other products sold in plastic containers?