McCain is a very interesting example of how to work in the Indian market. Number one, they spent six years researching exactly what variety of potato would grow best in the regions of India, recruiting local farmers and training them in how to farm those potatoes for McCain so that they meet the standard. In so doing, they dramatically reduced the fertilizer being used by the farmers on the land and the water required for irrigation.
When they got the first line of french-fried potato manufacturing going, I think they said they processed something like 30,000 tonnes of potato in the first year. At home in Canada, you buy 30,000 tonnes of potato from two or three farmers. In India, it's hundreds of farmers, so you benefit hundreds of families.