Sure.
To start with public perception, as you all are very aware, I think the issue is extremely polarized in British Columbia. I think the polling that has been done over the years has shown us that the vast majority of British Columbians who are aware of the issue are very concerned about the impacts of open net cages. The Cohen inquiry has enhanced that concern and increased the level of awareness.
A poll that CAAR conducted about three years ago, asking whether citizens in British Columbia would favour government investment in fostering the development of a closed containment aquaculture industry, showed that 81% in total strongly supported and supported that happening. That was the total, and the level of strong support was high, with well over 50% expressing strong support. I think there's very, very strong support for maintaining an aquaculture industry, but transforming it into a more responsible industry, such as land-based closed containment.
The impact of market campaigns is similar to the impact of any campaign. It's about creating awareness. What I spent many years doing with CAAR was meeting with grocery retailers and chefs and restaurateurs, informing them of the available scientific information about the impact of the net cages and encouraging them to adopt responsible purchasing policies. That has spread. It has certainly not been isolated to farmed salmon.
There have been campaigns around tuna, particularly blue fin tuna, and a constant raising of awareness in the retail grocery sector and the restaurant industry. As you heard from my colleague, Ms. Roebuck, the other day, most of the major retailers in North America and in Europe are adopting sustainable seafood purchasing policies and phasing those in over the next few years. Increasingly, there is going to be demand for responsibly produced farmed products and responsibly harvested wild fish.