So maybe I will be able to have 12 minutes, rather than 10. That's what I think. Okay, let's go for that agreement.
So, it is indispensable to review Canadian designations used in labelling, in order to adapt them to today's realities.
The current definition of “Product of Canada” is obsolete and leads to confusion as to the real origin of products identified with this designation.
Under current regulations, a product may be labelled “Product of Canada” if 51 per cent of the total cost of producing the product is Canadian. A multitude of products containing imported raw materials can thus be labelled “Product of Canada”, even though they may only be processed and sometimes only packaged in Canada. These regulations mean that there is no difference on grocery store shelves between cucumbers imported from Asia or produced in Canada. As long as they have been processed in Canada, imported products can be labelled “Product of Canada”.
As for products grown and processed in Canada, they will not necessarily be labelled “Product of Canada”, because it is optional for the industry to identify them as such, at least in the marinade industry.
How can the consumer figure all of this out? And, what about the hotel, restaurant and institutional sector? For example, the purchasing policy of several governments, including the Government of Quebec, is based on the purchase of foods identified as Product of Canada”. However, if the term “Product of Canada” is not well defined, people will be buying imported products labelled with an inaccurate designation.
In order to ensure that consumers have an accurate and clear understanding of the origin of a product, only products grown and processed in Canada should be labelled “Product of Canada”.
Moreover, under the current regulations, if there were to be a food safety problem with an imported product, all Canadian production would be affected.
The same is true for the grading regulations. Currently, frozen products imported in bulk and packaged in Canada are sometimes labelled with the real origin of the producing country, but also indicate “Canada Fancy (A)”, “Canada Choice (B)” or other grade. Once again, use of the term “Canada” to identify the grade may confuse consumers, who believe they are buying a Canadian product, when that is not at all the case, if they carefully check the label.
A product of foreign origin should be labelled “Fancy (A)”, “Choice (B)”, or “Other grade”, and not be associated with the term “Canada”. The changes requested to the definition of the “Product of Canada” designation and the use of “Canada” grading standards are intended to provide consumers with consistent and accurate information.
This proposal is in no way intended to diminish the economic contribution of Quebec and Canadian processors who process or package products containing imported raw materials. We are of the opinion that these products should be labelled “Prepared in Canada” or “Packaged in Canada”, but not “Product of Canada”.
We would like to make the following recommendations. To respond to consumer requests for credible and accurate information, our suggestion is that the designation “Product of Canada” be reserved for products whose raw materials have been grown and processed in Canada.
The designation “Prepared in Canada” or “Packaged in Canada” would be reserved for products whose raw materials come from outside Canada, but that have been prepared or packaged in Canada. Those products should also indicate the actual origin of the raw material.
Finally, we are asking that the grade “Canada” be reserved exclusively for products that meet the actual definition of “Product of Canada”.
We are also proposing a second step, which is to adapt the « Canada Brand » to the Canadian domestic market. This concept, which was developed for export markets, could serve consumers well by making it easier for them to purchase goods on store shelves. Once again, in order to respond to the needs expressed by consumers, we are recommending that the “Branding Canada” concept be adapted to the Canadian domestic market. The use of this identifier would be permitted only on products meeting the criteria for the redefined “Product of Canada” designation.
Furthermore, we are proposing that a consumer awareness campaign be undertaken. Surveys show that consumers want to encourage local industries and are asking that it be easier for them to choose products in the store, through better identification of Canadian products.
We are also seeking a partnership with the federal government, in order to carry out a Canadian consumer awareness campaign on the importance of buying products of domestic origin.
It is essential to make consumers aware of the advantages of buying locally: food quality and safety; job creation and the economy; protection of the environment and support for sustainable agriculture; and, maintenance of our food sovereignty.
I'm sure you will agree that the agri-food sector deserves special attention when it comes to the identification of its products. Our food, even our health, are at stake. Let's not forget that. The measures we are proposing are cost-effective for the government, beneficial for Canadian agriculture, and address repeated requests by consumers, who are demanding that it be easier for them to identify Canadian products on store shelves.
Our brief provides some examples that illustrate today's discussion. In the section entitled “Aberrations”, there are pictures of products with the “Canada A” label on them. If you look at the picture located directly to the right of that one, you will see that this product is actually from China. The same holds true for the second example. In this case, it is a bag of green peas with the label “Canada A”, although the product is actually from Poland. These kinds of aberrations confuse consumers when they are buying products. They don't take the time to study the labels. The last example is the most egregious one. These are olives that are supposedly a product of Canada. However, we have yet to find any place in this country where olives are grown.
I referred earlier to plant closures and the fact that products that were replaced by other products from elsewhere still use the private brand labels. That is the case for a variety of Canadian trademarks. If you look on the back of this jar of cucumbers, for example, you can see that the product is from India. The problem is the same in the retail stores. When consumers choose a product on the shelf, for them it is just another product, whether it's from Canada or Thailand.
The “branding” that we're proposing would be that Canadian products be sufficiently well identified on the visible part of the package for consumers to quickly identify them on store shelves.
On the last page, we are suggesting that Canadian products be better identified on store shelves, that the term “Product of Canada” be redefined, that the use of grades be limited to products that are really Canadian and that, finally, the term “Canada Brand” be used as well, although a consumer awareness campaign would be necessary in order to promote Canadian agriculture.
What I am suggesting here is not impossible. At my local grocery store, I found salmon products that use the term « Canada Brand ». The problem is that, because of the current definition, I have no way of knowing whether the salmon in the container actually comes from Canada. It may, but it may also come from somewhere else.
As regards the term “Product of Canada”, once we have cleaned things up, a designation such as this will ensure that no one makes a mistake.
Thank you for your kind attention, and hope that this will yield positive results.