Sure. I'll take your first question first. We've managed to do a number of different things with the promotional work we do. I didn't explain that very well. We've worked a lot with chefs in the U.S. and we've done a lot of work with food journalists, but our challenge is that we don't have funds, which is why we need the levy. We don't have our own money to do anything in terms of mass promotion.
We also know from the long-term value strategy. This massive work tells us marketing is the second thing we need to do after working on these marketability issues. We're following our plan and focusing on marketability issues as they're outlined in here: short price setting, branding, and quality grading. We're focusing on that first as a precursor to successful marketing. Most marketers and branders will tell you it's useless to go out there with a brand and a marketing strategy if you can't back it up with your products. That's the background there.
Eco-certification has been on our agenda every meeting for the last three-and-a-half years. One of the reasons the council was started was to drive eco-certification. I'm happy to say that as soon as Maine got certified about three months ago, we got serious about it. We hadn't had the momentum, but have the momentum now. Virtually every area is embarking on full certification with the Marine Stewardship Council.
In the Magdalen Islands, LFA 22 is about to be certified, which will be the first Canadian inshore fishing area to be certified. Our offshore area is certified already; Clearwater owns all that. The eight-day fishing licence is there, so they are certified. We're on the go. I expect within 12 to 15 months we'll have one of the major areas certified as well.