It has a direct link. I'll cite, for example, the retail food chains in Canada—and not just Loblaws—that are demanding more and more to see the chain of custody of products coming from the south, demanding to see that if a producer organization or a coffee producer in Peru is certified as a fair trade coffee producer, they are following the standards and the rules that are set by the Fairtrade International system. That has to be tracked through probably four levels of supply chain: from the producer, to the distributor, to the trader, to the wholesaler in Canada, and ultimately to the retailer.
At the end of the day, the consumer is at the heart of it. They need to see that there is reliable certification. They need to see that they can count on the retailer to follow through on their commitments. They have to be able to see it on the product. I think it has a direct link, and the link is really chain of custody, right from the production source through to the retailer in Canada.