It's simple. It's marketing. Canada does not market its seafood, one could say at all, but worst case scenario is we don't do it well. I think the Seafood Value Chain Roundtable has looked at the scope of comparing it to Alaska or Norway, which have some very well-thought-out, very effective marketing programs funded entirely by industry. It takes some start-up, and some organization, but there will be enthusiasm from the industry to see that go forward.
In an ideal world, we'd have people on the ground in various points throughout Europe to address issues, as we saw with the seals, as we've seen in PETA attacking. They don't like the way we catch or transport lobsters. Germany's not a big place for lobster sales, but again, that reaches out and has a negative effect in the long term. If we've got good marketing, with people on the ground to deal with those issues, that would be the next step to help the Canadian seafood industry.