Can you maybe talk about some of these things that maybe there's a bit of confusion about?

That's a very good point.

I did the calculations on that because if you have your local beef versus beef from, say, you have it from Argentina and it comes by boat, the local beef still has 99.3% of the environmental impact.

So that just is only a dent.

So I think it makes a difference in more the produce and the fruits and vegetables when it's local combined with in-season.

So that helps and that's very good to eat a lot of fruits and vegetables that are local and in-season.

So in that context, local can be important, but not when we're talking about beef.

From a micronutrition perspective, what do you think are some of those concerns they have that maybe are overblown? And then the other side, what are some things that might be worth paying attention to if they are starting to make some of these changes?