Those are good questions. With regard to the first question, there is a noticeable difference in the marketplace for sustainable products. We're finding people on the west coast, particularly in British Columbia and on the coast, are far more focused on sustainable options.
We personally, from a company perspective, believe in that. We think for our long-term livelihood that makes the most sense and we want to make a difference. But as I mentioned before, we also offer throughout western Canada...and at this point in time there is nowhere near the focus in Alberta and Saskatchewan that we're seeing in British Columbia. We see that it's a growing trend, and there is becoming more and more interest nationally. Basically, as we move off the coast there becomes less and less of an interest, but it is growing.
With regard to Ocean Wise versus SeaChoice, we actually haven't chosen one over the other. Ocean Wise has recently signed on with SeaChoice. There is a group of NGO groups—about 20 in total and many of them in the United States—that have all signed on for a common vision. The goal was that they would all be able to use the same assessment criteria to assess whether a fishery is sustainable or not.
Ocean Wise and SeaChoice have committed to using the same assessment criteria. So it's not that we've really chosen one over the other. There is a value in dealing with both. We are partners with SeaChoice. They hold us accountable for many of the nationwide programs that we offer.
OceanWise has gained tremendous momentum here on the food service level, but have gained very little ground on retail, whereas SeaChoice has a very strong presence nationwide, mostly within retail.
Again, we also are partners with the Marine Stewardship Council. We've had chain of custody for over nine years now, offering certified fish from the Marine Stewardship Council. So again, we're not just focused on OceanWise. They're not our preferred NGO group. They're just one of many NGO groups that we work with.