It's a certain demographic as well. Let's be realistic. It's a certain demographic. As I have said before, we're not filling the shelves in every supermarket with artisan cheese. There's still industrially produced cheese that is serving a great part of our market and selling a lot of Canadian milk, but there is a growing interest in using local products. As an artisan cheese-maker, and a small one, we have a small part of the market, and that works for us.
On February 3rd, 2014. See this statement in context.