You talk about transformation, about branding, a made-in-Canada approach, which is something we're very supportive of and which is related to quality. I've talked to people in other industries who are saying we don't market Canada very well. This is a particular case of an individual who was in the business of making mobile trailers. He did some very small things, but he started to promote Canada in a different way and it took off.
Can you tell us a little about how you can do something to promote, one, that the quality is important, and, two, how we produce a higher-quality product than anyone else?