There are a number of things that are having a positive impact on the speciality and fine foods market.
The number of people visiting farmers' markets has increased phenomenally over the past five years, which demonstrates that people increasingly care about where their food comes from.
Food scares and energy issues, such as with chilled foods, which offers fantastic convenience but is a process that uses a lot of energy, are coming into people's radar as well.
They are also looking much more closely at the ingredients in food products.
We launched Look What We Found! to compete with the absolute dominance of chilled foods. The products try to satisfy people who shop in farmers' markets and who like to cook themselves, but don't always find the time to do so.
We are seen as the pioneers of speciality ambient meals. And we may get a free run of it for a period of time, but inevitably other companies will enter the market.