We believe in striking the right balance between exports to the U.S and exports to other nations. It's not as if the rest of the world has treated us particularly fairly. Before 1983, the European Union was our second-largest export market, but they've subsequently come up with every possible measure to exclude us. We're encouraged that we finally see an opportunity to re-examine that relationship, and we're very positive about the potential in other markets. But the U.S. is the largest beef market in the world. They're also the world's largest importer. It's always going to be important, but the rest of the world is important, too. Mr. Haney talked about increasing our capabilities to get through some of these barriers and dramatically increase our investment. We're talking a few million dollars. We're not talking billions like you're hearing everywhere else these days.
When we take a look at the incredible work that some of our competitors have done in getting through some of these initiatives, we realize that countries like New Zealand have really done a remarkable job. We have some good people representing us in these markets, but we need more, and we need a stronger commitment as a country to get this done. Our product is very good. We've actually exceeded pre-BSE market levels. So once we get through the encumbrances, there's great opportunity.
The beef and pork trade, particularly beef trade, is one of the most protected areas in the world. So a successful WTO outcome is very important to our industry. Frankly, we are looking for a little different leadership from the federal government, with greater flexibility in their negotiating position.