That certainly was a major part of my discussions this past spring when I was at the Boston Seafood Show. I met with many producers and processors down there, and we had some very strong conversations around that branding. Of course, some of it came back to whether it was a P.E.I. branding, in terms of product coming from P.E.I. or Nova Scotia or New Brunswick, but certainly the Canadian branding. I agree with you that red and white flag carries everywhere quite well. I think that's a very important issue for us.
When we take lobsters out of Nova Scotia, Prince Edward Island, and New Brunswick that are from much colder waters, a much better product, and they're being sold—