The way we see things at Fisheries and Oceans Canada is that the markets are creating, or have created, an incentive for fisheries to be sustainable. That is where we're heading. As a department, that is what we want, essentially. It is therefore in our interests to support this movement and help our industry get on board with the movement.
Starting from that premise, are the cheaper products on the market facing competition? Certainly. The question of sustainability may affect those products, in the sense that they will be a little more expensive eventually. But we are not seeing that at this point. At the big retailers, we aren't seeing a price difference between products labeled sustainable and those that aren't.
Apparently, Chile has its own assessment and certification mechanism or process for the sustainability of its salmon and aquaculture products. It is also involved in global processes, however. So it is probably going to take the same direction as the rest. What I see from Iceland and other countries that have created their own assessment system is that they are often the ones who have a large market share and can decide what they are prepared to supply to the market. So we have to recognize who has power in the market, and what choices are possible.