We have been active in talking to folks like Loblaws and others in Canada as well as in the U.S. I did a road show in the U.S. through large cities, talking to large retailers, brokers, restaurant owners, chefs, chefs associations across the U.S. We're going to do the same thing in Europe in some of the large cities there, but mostly through the seafood show in Brussels.
We sit down with them and give them the information. It's important to note that the large retailers have opted to work with environmental NGOs. It's not ignored nor has it not supported MSC-certified fisheries. They recognize these are fisheries that will continue or they will consider purchasing because they recognize the MSC as a gold standard.
So those are not threatened in terms of not being purchased by retailers. Loblaws has said they're going to purchase sustainable fisheries; we will definitely include in that the MSC-labelled fisheries, but we're not going to stop there. We're going to look at other options.
It's important to note it's not because a fishery is not certified or not labelled by MSC, that this means the fishery is not sustainable. We've made that message loud and clear with a lot of the buyers: they need to consider other options. They need to consider information that's available out there, and we've provided that information.
Next week I'll be meeting with a large retailer in Canada, sitting down with them and giving them information on the products they purchase--industry with us, working in partnership.
This is something we do regularly and we have been doing in the last couple of years, Trevor and I and some of his staff and my staff. We have been promoting the information that's out there, and the certification is part of it.