It's a difficult question.
Our program works by trying to incentivize consumers and retailers to choose certified products and to look for our logo when out shopping. We kind of work at it from the other side of the coin. It's about making sure people are choosing certified sustainable seafood.
We've seen over the last several years a large uptick in certified seafood sold in Canada, North America and globally. I think that's consumers becoming much more engaged in sustainability.
We undertake consumer testing every two years. What we see is year over year increases in concern about seafood sustainability and about the health of our oceans. Consumers want to see an assured, traceable product and more sustainability information from producers on products.