The technologies and the industries are very similar. It's such a global industry that what you see happening in Norway is very similar to what you see happening here on the industry side. The difference is that they have a national vision for growth. They have their own legislation that gives them the right framework to move forward. The limiting factor here is more on having an enabling framework to move forward, because if you walk on a salmon farm in Canada and you also walk on one in Norway they are very similar in terms of how they operate. The limiting factor is our regulatory and legislative framework.
In answer to your first question, there's no question this industry is competitive and seafood is a very competitive industry. But the demand for seafood is growing at such a pace that we, as Canadians, can take a bigger advantage of that growth and we're not doing it right now. As you can see, we've dropped market share in the last decade by 40%. With that growing market—and the UN is concerned that we're not going to be able to meet the world's seafood demands by 2030—we know there's a larger share there for Canada to take.