Packaging, but especially design.... With the CIDA project we, of course, are working with Patty Johnson, who's an internationally known Canadian industrial designer. She is designing completely new products using traditional skill sets. A modern designer comes into these environments and in a collaborative effort with artisans with ancient skills and ancient cultural traditions, they channel the combination. When modern market design meets that, the results are very exciting and you get new and very good products. So we've taken their production to a new level with a new price point and new expectations.
On December 8th, 2011. See this statement in context.