I attended the minister's lunch, and at that there were people from Whole Foods, people from Wal-Mart, people from Shop & Stop, people from Darden Restaurants, and a number of other American buyers; and there was Cisco, a big distribution outfit in the U.S.
They came across with the same message. The industry has to stop cheating. The industry has to stop adulterating seafood. The industry has to become professional. They are not going to buy or continue to buy from an industry that is unsustainable, that doesn't have MSC-certified products, so it's not being properly managed or marshalled at the harvesting end, and they are not going to buy from companies that will adulterate their product by soaking it or misrepresenting it, and in particular with regard to the lobster business, by presenting a lobster that's less than healthy or full-meated. Whether it's to yourself or to any other company, your reputation is going to make a difference.