Because the program is not a recent one, I am not aware of the impacts of the launch in 2010. However, over the past few years, Metro, in Quebec, established a marketing program called “Freshness you can trace”, which is directly related to our traceability program.
There is much more promotion of traceability in the store, in flyers, and even on our website. We've had nothing but positive comments. Many people were not aware that we had this kind of program and they said they were very pleased to see that Metro offered traceability and it showed them that product sustainability was something we cared about.