The trade agreements, from my perspective, work in a couple of ways. One is the typical reduction of tariffs, which is what most people conceive of when they look at a trade agreement. However, there's a component to the trade agreements that also generates interest in the negotiations themselves and drives parties to try to take a second look.
Where we've already had interest in Vietnam, for example, the CPTPP trade agreement, in particular, has really done its job. You had relationships already with exports of Canadian agri-food and seafood coming into Vietnam, but in a market that was extremely price-sensitive and extremely competitive, the extra tariffs that were on those products for Canadian producers were a limiting factor. As I mentioned in my opening comments, with the elimination of those tariffs in 2019, you started to see the flow of trade coming in and the demand rising fourfold for meat products.
We recently had a visit from the Canadian meat producers association looking to harness that growth. It was that growth that they were starting to see—and it's probably early days for that—which made them realize, “Whoa, wait a minute. Maybe we should be putting some more attention and more promotion into this market”.
When you have those partners who know a bit about the market, see the growth and are ready to jump at it, that means the trade agreement has done more than its job.
I'm seeing the same thing in education, for example. Folks are coming out to Vietnam and seeing that there are more opportunities here. There are no trade barriers that a free trade agreement deals with on education, but the momentum and seeing that trade flow and business starting to flow generates a bit more positivity and brings more into the market.