If I could just jump in on that, work is being done through FPInnovations around taking things like nanocrystalline cellulose and cellulose fibres and those kinds of new age materials that can be extracted from the biomass. We've got to the point where we can produce the stuff and now we are reaching out to the automotive industry and 3M and places like that to say that we've got the stuff, now where is the commercial application for it. That work is ongoing and that is the work to try to create the consumers you're talking about.
On February 19th, 2015. See this statement in context.