Through the Department of Agriculture and Agri-Food, we have CAFI, which has introduced some changes. If we want a generic marketing campaign, Agriculture and Agri-Food Canada will put in 50% of the cost if the provinces put in 25% of the cost and industry puts in 25%.
We have a very significant shell-on shrimp program in China right now. Canada is the number one producer. We produce about 60% of the cold-water shrimp in the world. We joined with Norway and Greenland to do a generic promotion in the retail stores in China. As I mentioned earlier, we target middle-class consumers, which is expanding in China. Also, the China westernized retail trade, Carrefour, and all that sort of stuff is expanding greatly. So we're targeting that type of market.
As I say, we have the three countries' partnerships, and then in Canada we have Agriculture and Agri-Food Canada. Say, for example, we're paying 60% of that generic marketing program of the total program, then Agriculture and Agri-Food Canada will put in 50% of our costs.