 The problem of counterfeits on a global basis is significant. If you look at it from an international chamber of commerce standpoint, they're saying we're at roughly $600 billion a year crossing borders. They suggest that we'll cross the $1 trillion mark anytime soon. To put that in perspective, that is approaching the annual revenue of Walmart when I talk the $600 billion or it's five times the annual revenue of FMC giant Procter & Gamble. Of course, food fraud differs from say apparel or footwear or luxury goods. Here in New Zealand, we know we've got issues with things like Kiwi fruit, Manuka honey. That's not to say that apparel isn't also affected. I certainly know that brands like Karen Walker have been affected by the counterfeiters and we've got some other big brands that we need to keep an eye on. From a food fraud standpoint, New Zealand exporters, we've obviously seen some incidents around melamine in the milk powder. Now the interesting thing there is, yes an export product, but the adulteration to the product happened overseas. So there wasn't this cross-border opportunity to intercept it by customs agencies or the like. So there's certainly that happening. I mentioned Manuka honey and Kiwi fruit earlier. We know that Manuka honey, the amount that can be produced here in New Zealand or in Tasmania, the combined volume, there's five times as much being sold globally as we produce in our two countries, Australia and New Zealand. So it just goes to show the issue. Of concern to New Zealand obviously, or maybe not so obviously, is the fact that there's this whole country of origin thing that happens. So if a brand is affected, certainly the retailer selling the product sees the issue and gets hit by it, the brand owner gets hit by it, but more concerning is a recent Walmart study that I saw where they interviewed consumers and asked what would be the effect on their purchase behavior around being or seeing counterfeit goods, stories, etc. And it was actually country of origin that suffered the longest in the consumer mind in terms of how long it would be before they went back to that brand that came out of a specific country. From a brand protection standpoint, what can the brand owner do to be more proactive? I think that's the key word. Up to this point, a lot of the activities have been very reactive, very legally focused around copy, trademark, patent, things like that. That's got to change. We need to be far more proactive and work towards preventative and protective measures versus this weight to be impacted and try and figure it out from there. If you want to get into specifics around prevention, there's really emerging technologies that brand owners can look at, whether you're talking the apparel or food sector. I should mention too, I've seen some interesting work by Homeland Security in the U.S. where they've actually categorized the types of food fraud that are going on or the fraudsters. And the issue really is that you've got three types. One is the disgruntled employee who's looking at getting back at their employer for whatever reason and in any way they can. There is the terrorist who is quite happy for people to know what they've done. And thirdly, there is the people who are doing it for economic gain. They want to keep it under the radar, but at some point someone eventually finds out, how do you deal with those three types? I think you really need to be broadcasting the fact that you are doing preventative things. And there's various ways of doing that, but from a supply chain standpoint, you really just need to make sure people know. Even if it's just on a selective basis, you're doing testing, you're paying attention, you really have it on your radar screen is the message you need to be communicating to people. From a cross-border standpoint, as I said earlier, a lot of the food activities are no longer crossing border. They're happening internally. So again, various authorities, the regulators are going to have to get involved in this. And to be fair, they have been, but they really are going to have to start paying attention on a wider scale as to how we prevent this type of activity. I guess the bottom line is that this is a different world today we live in than 15 or 20 years ago, and food manufacturers, distributors, importers really need to take a strategic approach to this global issue.