Brian Holland
Analyst · Consumer Edge Research
Okay. On revenue management initiative, obviously, positive that you guys are starting to realize those benefits here. I'm just kind of curious, maybe I thought that this was going to be maybe a little more weighed towards '18. Can you just give us a sense of kind of what state or frame where you are in the journey of realizing these management -- revenue management initiatives and realizing the benefits from that? I mean, is that a multiyear opportunity? Is that something where you're capturing a lot of it now and maybe that low-hanging fruit goes away into '18? Is there a way you can help us think about that?
Stéfan Descheemaeker: Basically, that's -- to your point, it's a multiyear program by definition. But we all see -- or already seeing some result this year. The 2 things we have emphasized this year is, number one, is promotion efficiency, which is a really very deep program. So in other words, Brian, what we've been doing country by country by country, we've checkmarked all of our promotions and we've analyzed how they're doing, not only limited to sales, but definitely in terms of growth -- of gross margin, including cannibalization. And from there, you can really see country by country even retailer by retailer what you can do, what are the good promotions, what are the bad promotions and how we should reallocate money, not so much in terms of -- necessarily in terms of going down to the bottom line, but sometimes, you just have to reinvest. And so that's exactly what we're doing. And the situations are very different and interesting. Situations are very different country by country, retailer by retailer. And so we've been doing this exercise. We're very pleased. It's a multiyear exercise. It's -- what it does is it gives some sort of -- it is shaping our promotion program country by country by country. Let me give you an example. Spinach in Netherlands, for example, we've come to the conclusion that it's just very bad to promote this product because they, I mean, they basically, in terms of price elasticity, are just very, very bad. So what we've decided is we're taking the money and reinvesting behind top line. That's one example of the kind of things we're doing. But obviously, net revenue management is not going to be limited to this, so there will be other programs coming obviously in the coming years.