You've pointed out a very good point. The oils and fats industry has gone through the roller coaster of no-fat diets, low-fat diets, good fats, and bad fats. It's really come down to educating consumers about understanding that fats are different. Not every fat is the same, and you need to consume more of the good fats and less of the bad fats.
I'll use an example of labelling playing a very important role in that. That's in the United States, where canola oil actually has a food label claim about its ability to reduce the risk of heart disease when used in place of other fats. It specifically lays out to a consumer the benefit of consuming a healthy fat, but not increasing the consumption of that fat. That health claim has been a very key part for our industry. We've experienced considerable growth in the United States as a sector, and that health claim has been a very good area for us to point to. It shows where education is working among consumers, because they're starting to understand the difference that saturated fat is bad fat, so they need to use or consume less. Canola oil is a great oil because it's low in saturated fat. They're making that connection.