I think one key piece--and in response to Mr. Julian's question--is that in the Middle East culture a lot of business is done because of relationships. You hear the anecdotal stories of when you go to buy a carpet you sit down and drink three cups of tea and have a long negotiation. A lot of business is about those relationships, and it's about trust.
The other piece of the business is that it's about extended family in the Middle East. We've certainly seen with Sask Pulse--it's a big company in Saskatchewan and it exports pulse crops--that once you have your foot in the market and you're dealing with someone, then that person will say, “You know, my brother-in-law lives across the border in Syria”, or “My cousin is in Iraq”, or “My wife's family is from Egypt”. It opens all those doors internally, which is where the opportunities for trade come.
They may not always show up in the direct bilateral numbers, but our anecdotal experience from our exporters is that it opens doors in the whole region. I think that's really key in getting our foot in the door before other countries do, to start building those relationships that will lead to expanded business.