Yes, well, you're overlaying different things. But at the end of the day, certainly talk to the actual farmers. They'll tell you that life is pretty good.
On the whole aspect of diversification of trade, stability and predictability of markets, I'll go to the potato guys for just a second, on the phytosanitary stuff. We constantly argue with our major trading partner. The problem we have with the U.S.—and we've had this discussion, Greg—is that we'll have an agreement with USDA, but then state by state they will change it.
When you go to a TPP type of initiative, where the U.S. signs on on behalf of the states, if the states start to play silly bugger with phytosanitary, you can use the ISDS clause and actually take them to court to bring them to heel and to apply those new regulations. The ISDS is not just harmful to Canada, if you want to categorize it that way, it also creates a level playing field that we can use in reverse on some of those types of situations. We had this fight with potato wart, potato cyst, on seed potatoes and table potatoes. It's there to safeguard both imports and exports.
I had a number of other things, too, but we never have enough time.
There's never enough money for everything that needs to be done around marketing, but certainly with the new GF3, or whatever they're going to call it, coming up, there's lots of work to be done, and it has to be driven by innovation, by marketing, and so on.
Turning to the lobster guys, fisheries has always been a bit of an anomaly. You're under DFO, but the marketing is done by Ag Canada. There's always that tossing back and forth as to who's going to do it and how it's going to happen. A number of good food trade shows happen all around the world that you guys are taking part in and making connections.
Japan is a premium market, a value market. I agree with you that it's about value over volume. Canada is known around the world, commodity by commodity, as a premium supplier of quality products. We demand a little more for them, but we get them. Japan is actually buying more wheat now at a higher premium price than they did under the old wheat board regime. It's about making those connections.
There is tremendous work being done by our trade consular services. We kept increasing them, and I know the Liberals have every intention of doing that as well, because they're there to serve you. These are educated people. For the first time ever, in the last five years we have agriculture and CFIA people embedded in embassies and consulates around the world, to be there to help you, because they understand the files. It's not a Global Affairs person with an ag file; it's an actual ag person with your file. Make use of them. Make those contacts, the ambassadors, or back through the marketing side, Fred Gorrell and his guys at Ag Canada.
I know I'm out of time. It's unfortunate.