I believe there's real incentive, and I agree with you. We have the Beef Information Centre working right now on a whole brand program in the United States. We contributed some check-off money to it. They developed a new leaf logo and put it on the package, so we are promoting as we speak. I think there is that opportunity.
Again, I'll be cautious. I'm not saying that our inspection system is better than theirs, but it's equivalent.