I think there are a few reasons. One is that it wasn't really a very well-known issue. I don't think Canadians were completely aware of it. When we first started doing the testing, we did it around the country to draw attention to the issue. It seems, from the response that we got from the public, they're shocked that this is what's happening. I think it's one of those things that weren't part of our psyche as a problem, but now that we're seeing that food fraud is becoming more prevalent, such as with honey, olive oil and these other products, we're starting to understand our food chains. I think we're a little bit disconnected from our food. Seafood is one of those things that changes hands many times and, by the time you get it on your plate, it's almost indistinguishable from what it was.
We have a fun game that we play for anyone who has come to one our university food fraud lunches. We put up two fillets and ask people which one is the salmon. We don't know, even people from the coast—not to out anyone here. It's hard to know because it is a disguised quantity. Then I think again about the complexity of whose jurisdiction it is. What regulations are required? How do we do this? There isn't a straight path to that.