For China, we absolutely have to brand Canada. We haven't done a great job of it.
Some companies have done a great job of it. As I said, Homarus americanus, our lobster, is known in China as “Boston lobster”. Like “Kleenex”, it's a generic term: Boston lobster. We need to do something about that, because most of the lobster sold in China is Canadian lobster. Whether it's sold by us or by Americans, it's our product. So that is a place in which we absolutely have to develop and establish a strong brand.
The challenge with branding is fascinating, because every one of the various provinces involved in this industry has its own parochial feeling about its own lobster. Quebec has developed recently a very nice lobster brand, and they're promoting it very actively around the world. Nova Scotia is talking about establishing a lobster brand. P.E.I. would like to establish a lobster brand.
My challenge on a daily basis is to remind people that we're stronger as Canada than we are as provinces. We know this from all the work of Agriculture and Agri-Food Canada. The Canada Brand program knows that. I'm a bit of a broken record, but the Chinese know Canada. They don't know Quebec or Nova Scotia.
That's another thing that I need help to focus on: Canada, and not Cape Breton or P.E.I.