 But you must give them the resources to be able to do so. Now our farmers, they are proud of their production and they want to show the rest of the world what they're doing. And this is also really motivating for us. I've seen lots of ingenious solutions to the problems of chickens' environmental impact, many of them put forward by the farmers and the producers themselves. But they're all expensive. None of them are really compatible with this idea that we want a £4 supermarket chicken and we want two of them per week.