Well, I'm not crazy about the idea of a marketing board, although that obviously came to the top, because you then have to start talking about check-offs and all of the things that you have to start governing. But I think, more than anything, it was simply raising the awareness of Canadians through any kind of media possible. It's a really expensive process, tremendously expensive.
We talked about the education system and making sure it filters down not only to the universities but all the way to the elementary kids, so they understand that, as Victor said, the trades are a proud tradition. I'm the second generation in horticulture, and I'm very proud of it. My daughter is now the third generation, and I think it's great.