Not only that, what did they do? They got together and were one of the first fisheries in the world to get the MSC sustainability certification. Right now in terms of lobsters in Canada.... That was how many years ago? Probably seven years ago. With that, even that label, bottom line gave them cachet to the Carrefours in France because it was distinctive. The first lobster fishery to be MSC certified was in 2013 in Canada in the Îles-de-la-Madeleine and now the lobster fisheries in P.E.I. are going through the process.
There was that type of lobster industry, which to some extent consolidated. It's consolidated in the sense that they're part of one type of common view, whereas—