As far as promoting Canadian products is concerned, there is what the government can do, but there is also what the companies can do, and I'll speak to both.
John mentioned being on a plane: it should be on Air Canada, for instance. Why not use Air Canada, when you have a person captive in a seat for however many minutes it takes to go through the safety regulations, etc., to give a commercial on products coming from Canada? It could be lobster. It could be mussels. It could be hydraulics. We'd like to see that, of course. These are the kinds of things that could build awareness of Canadian products.
On the company side, companies should be coached—and this would bring up the topic of mentorship—on how they could do something. We can get assistance in hiring export managers, as an example. In our particular case, a few years ago we wanted to focus on Latin America, so we hired a Latin America sector coordinator. She is from Ecuador, and her Spanish is perfect. She works from Toronto, travels to Chile, Mexico, or wherever we need to go, and speaks—