The entire industry becomes a competitor, based on price. We have a very sophisticated operation, and we've built a customer base around the world. Just as an example, we developed a customer in the Middle East, in Bahrain, or Abu Dhabi--the Emirates airline--and we had priced them at $85 a kilo for some of our high-pressure lobster meat. One of our competitors from P.E.I. went in at $65 a kilo. They'll remain nameless. I'm tactful, aren't I? Notice that I mentioned the province.
We managed to keep the customer because we have a larger promise. We have a larger offering, and we have a larger commitment to the marketplace, although we had to sacrifice our price to do that. We didn't have to come down to their level. Their response to the customer--and we got a copy of the e-mail--was, “Tell us whatever we have to sell at to get the business and we'll drop our price to that.”
That is our biggest competitor: the industry's desire to use price as its only marketing weapon.