The reference to when your father started growing rapeseed is quite interesting. In the matter of basically 50 years, we've taken this crop, canola, from an idea to a multi-billion dollar industry, particularly the processing industry.
As Canadians, and particularly the agriculture industry, we've talked for years and years about needing more value-added processing in Canada. Canola has done that. Canola is an amazing example of value-added job creation. That $780 million additional a year largely stems from that processing industry.
As Cam has pointed out, we market canola oil based on the fact that it's a healthy oil. The TPP countries' growing middle class, when they have more money to spend, are more interested in the quality of their food and the impacts on their health. We see the opportunities there as phenomenal.