Mr. Martin Keane:

I think the Chairman is absolutely right. We need a strategy of communication to the broader public. The farming press in general is fine. It is very tuned into the reality. Senator Mulherin mentioned earlier the Citizens' Assembly, the disconnect and lack of understanding of the reality of what is happening out there and the idea that an immediate imposition of a tax or something would solve everyone's problems. This is a very narrow focus and a very narrow way of looking at things. The reality, and this is a challenge for all of us, is that a scientific argument is fine for scientists and those who have an understanding of the industry or the activity involved but science will very rarely win a debate when it is challenged by sentiment, and sentiment is very hard to change because there is nothing substantial behind it other than a belief. We all believe in various religions and so on. It is what it is-----