That actually might provide a fairly good lead-in to my next question. It's been talked about a bit today already, the idea of educating the public so that they understand about agriculture and about where their food comes from.
I represent an area in Alberta that's quite heavily into agriculture. I do have Banff National Park, so I have tourism, and I have some other areas as well, but agriculture is quite a heavy portion of what drives the economy in my riding. Yet we border Calgary on two sides of my riding and you could probably drive about 20 minutes off the closest farm in my riding and then be in downtown Calgary. Even though you're that close to the farm, you could probably walk down the street in downtown Calgary and ask people where their food comes from. And many of them, if you ask them, would say the grocery store, or they'd make some kind of a comment like that. They don't really understand what's involved in producing that food and growing that food and then getting it from the farm and the field, from the pen, from wherever, to the grocery store shelf. That's something that probably needs to change, obviously, and you've indicated yourselves that you think people need to have a better understanding of that.
I've had different suggestions on how that might be done. I'd be interested in hearing both of our young witnesses here today comment on this.
Also, I would be interested in your opinion and thoughts on that, Mr. Lancastle, as a communications and marketing person.
I'll just throw out one specific thing--and I'm certainly open to other ideas and I'd like to hear them. I had a suggestion made to me once that I thought was not a bad idea. I don't know how it would be structured and who would do something like this and who would set it up, but it was the idea of a marketing campaign, be it a TV commercial or whatever it might be, that shows a product on the grocery store shelf and then just flashes through the different points in production to show how it got there. I'd be curious on your thoughts and your opinions on that and whether you have other suggestions and ideas.
As I said, this is to the two young witnesses and Mr. Lancastle as well.