Well, I guess I'd put it this way....
I don't disagree with you. One of the facets of our business is that we have highly skilled people who make our products. As I've come to know in relation to the people who supply grain to us, for most of the farm community today that is successful and is supplying the high-quality material that we're certainly looking for, the food grade, those are good occupations. Barring unforeseen circumstances, they provide good incomes and good lifestyles for people. Similarly, our plants, for the most part, consist of people who are highly skilled.
Our challenge, particularly as Canada is a mature market, and our other major export markets.... We sell in about 200 countries around the world. We're not strangers to exporting. Seventy per cent of what we make is exported, so we live on exports. The challenge is to get access to those places that are growing. I think that if we can be successful and we can gain access, we know we can sell our whisky. Our whisky is sold all over the world. In some of the most demanding markets, as I said, we do exceptionally well with the leading brands.
I think that if we can get access, we can be successful. We have some challenges in terms of Canada versus some of our whisky competitors. I think we can deal with those. We have some attributes of our whisky to make it particularly attractive to emerging markets. Some people would tell you that other whiskies are more of an acquired taste; we have a whisky that's very drinkable, very mixable, and fits right in.
The other thing I would say, and that everybody needs to understand, is that while this market is phenomenally attractive to the Canadian industry, let's be honest: the Scotch whisky industry is working very hard to have similar access and to make progress in India. I was just in Washington meeting with my counterparts at DISCUS, our sister organization. Our friends in the United States have been to India three or four times, selling bourbon and educating people in India about bourbon. It's a different whisky than they're used to drinking there, but it's a great opportunity. We need to have the opportunity to go there, to be able to talk about Canadian whisky, and to sell Canadian whisky into that market.