There's a good example of that with the Fogo Island fishers. They are working on fishing a small amount of fish in a quite sustainable gear-type of cod trap and working on marketing that. I think they're doing a good job. There's a huge demand for it, mostly because most retailers across North America have signed up to sustainable seafood commitments, and it's actually hard to meet their demands and supply. I think there's a good opportunity for more of that to happen. It's very place-based marketing, and Fogo is the queen of that in Newfoundland, I'd say.
It's complicated from our perspective because it's still an endangered species, so that's what we kind of feel has to be untangled. We need to refer this back to COSEWIC so that the small-scale marketing is not of endangered species. It's just very confusing to the public when you look at something and a sign says “endangered”, but these nice people over here are doing the right thing and are trying to sell it for a higher price. That's where the process within DFO really needs to be sorted out so that we can work towards that.
One of the challenges is that cod is not a very valuable species right now, and shrimp is more valuable, so we need to really work to increase the value of that fishery to the communities and through the value chain.