In fairness, if you compare us to the United States, there are a lot of American agricultural associations coming to the USDA and having the USDA do their promotion for them. In Canada, it tends more to be each of the groups. Pulse Canada, for instance, has a big push.
As well, because pulses are a little bit more of a cooler-season crop, the Americans can't really grow them. The Americans are more a monoculture in the stuff they grow--wheat, a lot of corn, a lot of soybeans--and don't really do a lot in pulses, so we have a big advantage in Canada. It's a huge growing crop across the prairies and has displaced a lot of the wheat acres that disappeared because of the markets. The market price has been down on wheat, malt barley, and barley, so that's what a lot of producers have gone to as their saviour in business.
Pulse Canada has done a fair bit of promotion to areas that are important to them, as have the Canola Council of Canada and the beef guys. It tends to be more association-driven. It's driven by the producer groups that put the money into it. That's just the way our system has evolved over time.
