Quebec has this Aliments du Québec program under which every fisherman has a number, and if they want to participate, their number is on their tag. They tag their lobster with this number, and if you buy the lobster anywhere in the world, you can go online and see a video about that fisherman.
There's another program called “This Fish”, which is a seafood program based on the west coast. It is another tagging program that many lobster guys have participated in. It's a traceability program for marketing.
As you said, there hasn't been a lot of pickup at the distribution level yet, but a Canadian brand, with a Canadian tag and a Canadian traceability program...? That would be beautiful.