As a result of the pine beetle epidemic in the early part of the 2000s.... There's nothing like a burning platform to help you move, diversify and change the way you do business. B.C. really did lead the charge into Asia. Sylvain says we do have a logistical advantage into Asia, but there are other markets in Europe and other places that are looking for low-carbon solutions.
It's really hard to do this. There are things the government can do, in terms of opening up markets, that industry can't do. As well, there are things industry can do, in terms of the commercial relationships, that the government can't do. It's really important that it's a partnership. It has been a strong partnership. To Sylvain's point, there's more work to do and there is more room for us to double down on that.
Industry-government partnerships are not always successful and do not always deliver results. This isn't perfect, but I would say that, in our view, this is a very good example of an industry-government partnership working very well and delivering results.
However, I think there's more work to do. There's an opportunity for Canadian forest products right now, when people are looking for low-carbon alternatives and things made from fibre, whether it be packaging for your food, two-by-fours to build your house or some value-added products that are being produced in Quebec, Ontario or elsewhere. This is the time for us. It's really important that we take advantage of this opportunity.