That's probably the number one question we had at the partnership right from the beginning, how to benchmark, because as you make more people aware of food safety, the incidents relating to food safety also increase because people become more aware and they therefore report.
It's a double-edged sword. Even though you might be reaching consumers and getting them to change their behaviour, they're also becoming more conscious and reporting to their doctors that they have had something that might be traced back to food safety. You have both things going on at the same time.
The message we're getting, though, is that we have to work with the idea that the consumer has to be reminded of a message about seven times, if not more, before it really sinks in. We get that from our advertising folks. As a result, we work closely with all our partnership members, especially the retailers, where consumers often find themselves at least once a week. If we can get them to put the message out on a regular basis during the summer, for example, then we know we're reaching consumers maybe seven times over a period of a month.
That's the way we think we can influence behaviour, especially right now. Just washing hands, for instance, would be very helpful.