I'll say it again. I'm not saying that the way we do food labelling is acceptable. It is awful. It significantly undermines innovation in Canada. It significantly undermines competitiveness, and it significantly hurts investment in the food industry.
I said that if you want to make a difference on the “Product of Canada” issue.... It's not the 500 other label issues or whether we should have pre-market label registration on jams or not. If you want to get into all that, fine. We can do all that stuff. My recommendation is to change it completely.
I was talking about the “Product of Canada” issue. There I was saying that if you really want to make a difference soon, you would recommend to the government that the Industry Canada guideline that says rather than look at the product in the can, we will look at all the costs associated with the production of that, and if it's more than 51%, you can still call it “Product of Canada”. If you want to change that, fine. Make it 90%; it could be done tomorrow. That solves the problem of those pre-packaged products that fall under this legislation and regulations. Unless they can show that 90% of the production costs were spent in Canada, they can't call it “Product of Canada”. That solves that problem.
In terms of “Grown in Canada”, you can use that now. If you want to say “Prepared in Canada”, as opposed to “Product of Canada”, you can use that now. The actual expression, “Product of Canada”, doesn't actually exist in the kind of thing we're talking about here. It doesn't. There are hundreds and hundreds of food commodities, and each of them has their own regulatory regime.
