This is the lost opportunity, the opportunity that we must now set out to chase. After many years of chasing the low end of the commodity market, we have to establish ourselves as premium producers at the other end of the market. The market is there, the opportunity is there. I suggest it is just a matter of having the determination, skill and ability to go after it. I believe that with a properly market-driven approach we have the possibility of building a sustainable food industry that will bring in more, in economic terms, than it ever has done in the past or was likely to do under the old system. To succeed in that, we have to change our approach radically and utterly. We have to learn that the marketplace is the determining factor.