I thought I'd make a couple of comments, and then I'll turn it over to Mr. Shipley for a question.
When I'm speaking with farmers, oftentimes I hear that they want a level playing field but they also want flexibility. I think of it in terms of the national programs providing the level playing field, and the regional programs, the provincial programs, providing the flexibility. We try to make the national programs as flexible as possible, but it's impossible to cater to every single province and their regional priorities. I find it appropriate that Ontario is supporting the RMP for crops, but for Alberta or Saskatchewan, for example, it might be a different commodities that are supported.
We did extensive consultations before launching AgriFlex, and one message was that it should be a program that looks forward and enhances competitiveness. BRM programs don't enhance competitiveness; they help farmers in difficult times. We need programs that look forward as well, and that's what AgriFlex is focused on. We've undertaken a number of initiatives that some people might not be aware of. Through AgriFlex, for example, we're spending $32 million on the federal Canada brand advocacy initiative to raise the issue of what Canadian products are. This helps us in international markets to publicize and support and move forward with the Canada brand.
Another one is $50 million for agri-processing. Agri-processing is an important part of the value chain. We're able to support that through AgriFlex so they are able to move product from the farm gate to the consumer's plate. That helps the farmer. If they're able to do that more efficiently and effectively, that helps the farmer. AgriFlex allows us to move ahead on initiatives that will increase the competitiveness of the agricultural sector.
I'll turn it over to Mr. Shipley before I use up all my time.