Yes, we do. We have a great reputation: the Canada brand. When customers around the world see the maple leaf on the product, they want to buy it. They have the utmost confidence in our food safety system. They have confidence in the sustainability of the products and how we harvest and process seafood.
The market is always evolving, so we need to evolve with it and stay at pace with it. We need to continue to innovate to make sure that we're as competitive as possible, because it is very competitive. There's a growing affluence in a growing population in the world. There's always a growing demand for protein, including fish and seafood, and we want to be in the best markets.