Targeted generic promotion is a good thing. We've produced some materials. Unfortunately, these materials will be used by distributors and wholesalers. They were used at the Boston Seafood Show and the Brussels European show. Targeting consumers with generic material is a good thing, so that we pull some consumers into our retail grocery and restaurant chains.
I'm a firm believer that, on our side and on the buyers' side, the industry should be the primary contributor or a primary contributor. There's certainly a role for the federal government, whether it's through ACOA or Agri-Food Canada, but we need an industry body to put its 25-cent dollars or its 50-cent dollars into the pot. We need a steering group from the industry to manage how it gets done and what markets to target.
Yes, there are certainly things that we can do on the demand side, but I don't think there's a quick fix.