That's both a public policy consideration and an industry consideration. Again, looking to Iceland, they have a zero discard policy. If you catch it, you bring it in, and they deal with it through the quota structure and arrangement they have in place. We don't have that here, and that's a bit of a problem, I think, in Canada. That's a public policy issue.
On the culture side, there was a great quote made by the head of the Ocean Cluster House in Iceland, Thor Sigfusson, when we met with him a couple of weeks ago. I asked, “How did you get here, Thor? How did you get this far ahead?”
He said, “We had to move away from the culture of 'good enough'. We'd always fished with gillnets, so it's good enough. We've always only used the fillet, so it's good enough”. Boy, I took that message and brought it back home and I've been talking a lot about this in various forums in the past number of weeks, because here we have that culture, the culture of “good enough”, and we have to shift that culture more toward the value proposition that I have been outlining here today.
There is tremendous opportunity, some great stuff, but we have to shift our mindset and shift that position. We can indeed get more value from what we've traditionally thrown away.