I would add to this, because I agree with you.
The key issue is this, and our consumer survey is exactly showing this, and it's going back to what Mr. Bellavance was saying. If you lose the confidence of the consumers, whether it's on the label, whether it's on the inspection system, whether it's on anything, if you lose that confidence that the product they buy is safe, that it is exactly what it says it is, then they can decide whether they want to pay for it or not. At least they're not being fooled, and we're going to continue to have a good system in this country.
We did a test with processed cheese with consumer groups two or three years ago, and basically we have a regulation that says what processed cheese is supposed to be, and it describes it very well. Processors who are not meeting the regulation just add the word “product”, so they called it “processed cheese product”, and that prevents them from having to meet any regulation whatsoever. So we put it to consumer groups and we went shopping with them. We basically explained the difference and the distinction of how they were being fooled by this type of marketing technique. You have no idea how outraged they were. They were outraged because they don't want to be told that they're being fooled and they sure as hell don't want to know that they're being fooled. And once they do know, they lose confidence in the company.
Food safety is an issue. To go back to what we were talking about, it's not just one company, it's the whole agricultural system. If there is one cheese, for example, that is affected, it's the whole cheese consumption of all kinds of cheese. It's the whole confidence of the consumer not in one single cheese, but in eating cheese that is affected. We've seen that in this particular case of listeria: it affected the whole cheese consumption, not just a specific cheese that was more affected than others. But it's the confidence of the consumer that affects the market, and that's what we have to prevent ourselves doing.