Basically, what our ask is...and the reason I have this number is that while I don't participate directly in the marketing efforts, I thought I would sit in on this meeting and listen to it. Every year this money is allocated, directed, in cooperation. It's a partnership among the federal government, the Province of Alberta, and the industry, and in the industry it's through our various marketing agencies--through BIC for the U.S. market, through CBEF for the rest of the world, and through the Canadian Beef Breeds Council for the beef genetics. Basically they say, “This is the money we have.” If you compare that to what other industries are doing and receiving as funding through agri-marketing, we probably have more resources than the other Canadian industries.
On October 20th, 2010. See this statement in context.