I guess it comes from the dealings we've had with “Product of Canada” up to now. The witnesses are right that “Product of Canada” is an old concept we've had on the books for at least 40 years. On what it has really meant over the years and what people understand about it, it's much like the comment I made about “Made in China”. When they read that, most people know it's manufactured in China. But they do not for a moment--if you were to do a survey--say that the ingredients are 100% Chinese. It's the same thing with “Made in the U.S.” and “Made in Canada”. Most Canadians know that “Made in Canada” means it's made in Canada. It doesn't mean the ingredients are Canadian.
My strong advice is, don't toy with that. We have perceptions out there already. You don't want to have a huge campaign changing perceptions. But what we're missing is the label or claim that this is a Canadian product because it has 100% Canadian ingredients, 80% Canadian ingredients, or 40% Canadian ingredients. It's manufactured in Canada and the key ingredients are from Canada--any of those concepts that we want to work with.
I certainly encourage you to look at the organic standard, which I think is an excellent example of how Canadians got together and, through all the various issues, still came to an agreement on a standard. So I think we can do this too.