It's never far enough. Fisheries are complicated, and it's the important role of our Department of Fisheries and Oceans to manage the fishery. Eco-certification can help and can kick-start, and it has the advantage that it's market driven. A lot of the retailers that we supply—for example, Marks and Spencer in the U.K. or Edeka in Germany, you name it—all have commitments to procure only sustainable seafood until a certain time. That was what drove the collaboration with Icewater on the 3Ps southern cod fishery. It was the pressure from retailers in the U.K. who said, “If you don't have a product that's sustainably managed until 2015, then we're not going to use you as a source anymore.”
I think those are the important market drivers that can complement the efforts of the Department of Fisheries and Oceans to manage the fishery well.