That's a very good point. Consumers reach out to many different sources for information. Having a comprehensive, collaborative stakeholder communication program to really inform the people on what the key messages are; and to get those out and keep them succinct is very important, and then to get them to consumers, where consumers are.
When we say “media”, that's a very broad brush. As I said before--and I can't say it more emphatically--nutrition literacy is so important, not just for sodium but for all the issues of nutrition and health that Canadians are facing. The more we can educate Canadians on nutrition fundamentals, on how to read the side panel, how to make informed choices, the better off we will be. I think nutrition literacy is key for all of us to be working together in a collaborative approach.