When the farmer can sell directly to the consumer it is a more active process. There's more contact. The consumer can know who am I buying this from? What's their name? Do they have a face? Is the food they are selling coming out of Mexico with pesticides?

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The universities have got a job here as well in making sure that people actually understand that we're open for university students coming into the U.K. There's a job here not just for the government I think there's a job for the universities as well to make sure that people know that we are open.