For instance there is an analogy in the United States of the kosher market – $12 billion dollars back in 2008, 13% of the American population purchases kosher foods even though Jews only account for 2% of the American population. And that market is growing like a topsy and is becoming quietly mainstream. There is a parallel here with halal. The Jewish population at 6 million is smaller than the Muslim population. But it is interesting to reflect some 6% of purchases of kosher food in America are Muslim. Probably an understatement; it may be higher. So I think there is a role for branding in the States that is very specific. Brands must inform, educate, reassure the Muslim consumer.