Yes. It's a challenging question to answer.
In one sense, if we raise the social value of species like salmon, and if there is broad awareness that comes out of compliance and protection, in terms of how important these are to Canadians and first nations, how we take care of them.... Education is probably the first, best approach. We always talk about an ounce of prevention being worth a pound of cure. I think raising the profile of wild salmon—having compliance and protection out talking to the public and to first nations about how to work together to take care of salmon in perpetuity—is a very important and missing piece.
That is something the Province of B.C. does through the conservation officer service. Its outreach is going to be very important moving forward, as we shift more to an urban environment where people aren't exposed to salmon or to the sustainability issue.