There's just kind of a sweetness about Canadians. Americans are a little more pushy, I mean, in a way that I enjoy - they're basically pushy because of their enthusiasm - we're a lot clumsier than other people.
When you're doing a deal with someone in the southern Sahara, it's a very different way of doing business than in London. You can't sign them in the usual way because they'd end up getting ripped off, which would defeat the object of setting up a label like this.

