For us, because we are a niche product—seed paper is a pretty specialized area of business—exporting was the natural place for us to go in order to have access to a wider market. This is something I recommend to people who are producing a niche product: Go beyond Canada to scale and get volume.
International trade has been part of it since the first couple of years that we were in business. That was also partly driven by the fact that Americans were going online faster than Canadians were at the time, and of course there are more of them. There were very few trade barriers at the time, so it was quite easy to export our product across the United States.
As the years went by, we would do our own planning in order to select one export market, then drop into that and really optimize our sales and our marketing reach to each market one by one, and we kept adding more and more.