I think one of the most important elements of our industry is that we have a very small land base in Ontario, yet we grow the highest-quality grapes there are, and we can compete on a world stage. We also understand our industry. Knowing that we grow in a cool climate.... Unfortunately, I think a lot of people don't understand that, but if you really take a look around the world, it's very difficult to grow the kinds of grapes we're growing in Ontario. We recognize that we need to transition, but one of the ways we're doing that is that we're prepared to sit down with our industry to craft an industry strategy that will help us go forward with the right marketing for the future.
The LCBO is the main distributor of our product.