We started with education of our consumers. We felt we should let the consumer make the choice. They could buy wild, penned, or closed containment salmon.
Over the last year and a half, we've seen a decline in Atlantic farmed salmon and an increase in wild and closed containment salmon. We let our consumers make the choice over time, but the amount of Atlantic salmon being sold in our stores got to be insignificant to our total salmon business. When a customer doesn't want a product, then we take it off the shelf; that's just natural in the grocery business.
Over the last 18 months we've reduced our dependence to the point that when we finish with the bit of smoked product in inventory, we will no longer have any products that will be Atlantic pen farmed salmon. We let the customer make the choice. If they had continued to purchase the product, we would have continued the educational process. But ultimately they vote with their dollars, and in business that's what we chase, right?