We're working on a lot of research projects in a number of areas. Some of them are research related to production, feeding cattle, and better forage. It's not only growing better forage and getting better yields on feed grains, because it's such a high cost; it's also how you manage forage. There are things related to the environment, greenhouse gas reductions, and sustainable production. These issues are on the minds of consumers, and more so in some countries than others.
If research can demonstrate why raising cattle in Canada on natural grassland and pasture, keeping that pasture productive, supporting species at risk and migratory birds, and all those sorts of things.... That can be a very good story in a lot of markets. I think the Japanese market has an image of Canada as a country with large open spaces, mountains, clean air—all of those very positive images. Having the research and the ability to tell those stories definitely help us market our product.