Mr. Matthew Holmes at the Agriculture and Agri-Food Committee

I love pink cattle.

I would say that what we're seeing in the market right now is exactly that. There is a consumer, market-driven desire for these sorts of attribute-based production systems.

I think what organic agriculture has done is to introduce a full traceability system and, basically, in some senses invented the modern identity preservation system. What that offers consumers is something that really resonates with them right now, so I think there are--