It's about creating a brand identity and brand assets, so that the producer owns something other than simply the skill and the means to fill an order for somebody who then has a long-lasting and sustainable business. It's about market share. Sustainability for our businesses is based on our knowing that I'm in the market this year, I'm going to be in the market next year, and the year after, and that I can build this. But you can't do that unless you have a brand identity and a way to enforce it.
Sustainability, in our view, with artisans and small producers is based around that.