I'll just echo Jay's comments quickly with three points.
I think the Brand Canada point is really interesting. I know that was a passion of former finance minister Jim Flaherty, and there was a Brand Canada initiative in budget 2012 or 2013. It would be interesting to know where that stands. Again, the idea is to make the most of that kind of market recognition, as Jay is saying.
I have a fascinating little update from a publication that I enjoy, Monocle, run by Canadian Tyler Brûlé, located out of London. It rated Canada number nine or 10 in the world in soft-power brand recognition, the positive feeling people get when they see the maple leaf, which is incredible.
To the extent that we can all buy that down and then use it to add value to Canadian products, I say absolutely why not? I'd echo Jay on Export Development Canada, and that whole facility. What he's talking about is identifying high-value large companies, particularly in Asia, which has a different capitalist formation, where you have chaebols and very large organizations that represent multiple sectors.
Tata would be an example of a whole facility with EDC bringing them in, identifying what some of their market needs are, and then using EDC to buy down the cost of getting that information to Canadian companies, and in particular, to small and medium-sized enterprises.
We should be even more aggressive in what we see as the markets of the future, particularly India where we hope we can conclude a foreign investment protection agreement. I think, again, that's not on our side. That's up to the Indians. I hope they will meet us halfway on that important agreement, because I know...for example, we've seen the Canada Pension Plan Investment Board, which manages all our pensions, make some interesting forays into that market. Fairfax announced its own India fund of $500 million on the TSX at the end of last year. This is like the United States in the 1800s, with huge potential market growth, and Canada has to be well-positioned there. I would say the same thing on China, where I would encourage us to get over our fear factor and conclude a free trade agreement as Australia and New Zealand have, with the result that they've seen their exports in agriculture grow fivefold since concluding that bilateral agreement.
Thank you.