We work with various partners, and our social marketing campaigns are, I think, a key component in this area. In the winter of 2007 we launched a social marketing campaign specifically targeting the food guide to try to help raise awareness.
I wanted to read a couple of stats, because I think it's important in terms of getting.... We have some recent public opinion research about the release of the food guide, and quite a number of people have seen it. I won't get into that, but the interesting part is that more than 52% of those who saw the food guide said they had made at least one change to their household grocery shopping habits as a result.
The people who were responding to this.... We were targeting younger households where the head of the household was less than 35 years of age, households with children less than six years of age, and larger households with more than five people in the house. In other words, we were trying to get some information from that level that would help us target children specifically. I'll just say that the top three changes they're making include buying more fruit--31.7%--more whole grains, as well as more dark green and orange vegetables. Those key messages were inherent in the food guide.
While I know it's difficult to get the message out to parents, I think it's obvious some of our initiatives are working.