Mr. John Murray:

Mr. O'Toole has largely covered it. Over the years, it has been about trying to build up a sustainable and strategic business with key customers. As Mr. O’Toole mentioned, it is about that direct work with key retailers, building things like meat academies, which is around bringing knowledge to the individuals within their businesses on the quality of Irish lamb, making sure they choose that going forward and impart that to their consumers as well. We reflect on our plans around promotion on a year-on-year basis, looking at what is happening in particular markets and whether we need to adjust accordingly, so it is not just turning on the same thing every year, and it is about making sure we are responding as the market is responding.