They would like to see more country food subsidized and we have said that we're open to that as long as it meets the same kinds of standards that you would expect when going to your grocery store here in the south. So we're actually trying to build some flexibility into the program so that we can do more of what the northerners have asked us to do.
We're anticipating some growth in consumption as a result of this, so we also have to be careful. Because we don't want to be in a situation such that, if the program is really successful next year, we come back and say that it's no longer $60 million, that it's $62 million or $65 million. In our estimations, we have already made some projections for some of that $7 million to help deal with some of the growth.
Yes, the rates are going to be comparable and may be slightly lower. That also doesn't take into account the savings that we've just demonstrated the retailers and shippers may be able to realize, which will actually then bring down that price of a pint of milk, we hope. That's our ultimate objective.