Yes, there is some substitution happening, for sure, in vegetable oils. There are many other options out there. When olive oil becomes too expensive, they will look at other options. There are options other than canola oil.
One thing that concerns us very much is food fraud, especially with everything liquid at the grocery store. That can be adulterated very easily. Olive oil is a huge target. Right now, we're working with some colleagues in Greece who believe that 20% of all olive oil in Europe is adulterated, because of higher olive oil prices. We don't know the answer here in Canada, because we're not testing.