The pioneering companies that developed the market -- the successful ones -- are now making a lot of money. We are now seeing the second tier of companies that are currently marketing conventional foods realizing that they've got to get involved.

The population that we are trying to reach is not the population that is going to be appealed to by slick marketing efforts. This population relies on individuals within their own communities who can carry that message.

The players, from what they've done this summer, feel this is real. I think the excitement is about the talent that fits together that can win. It's not a marketing ploy.

The price strength has been a little surprising given the magnitude of the surplus in U.S. corn inventories. However, over the past 32 years, the central Illinois cash price has never established a marketing year high in February, suggesting that even higher prices might be expected sometime over the next six months.

The only marketing statements about Beaujolais are that it's here and it's the absolute first.