Mandatory labelling for GMO content in Canada hasn't become as great an issue as it has in other countries, but I'm involved in the production and marketing of some near-organic products and we have been astounded by the uptake. We produce both natural grain-finished beef and grass-fed beef. There are some production issues involved in that. As we worked our way through those production issues, we discovered that there was an amazing amount of demand for a product that we were actually having a hard time to produce, and that people were more educated than we had anticipated and more willing to pay a premium than we had anticipated.
When it comes to looking at the domestic requirement for GMO content labelling, I don't think it's something that we can say we don't need or do not want. The consumer base has a surprising amount of knowledge and would be more than willing to vote with its dollars and its feet to tell decision-makers like those in this room what it actually wants. That's an interesting part of labelling, in that it does allow you to make that vote every day with your dollars. That's important. I think there would be a lot of support for that in Canada, and as a producer I'm not against it.
I think everybody in Canada knows how we produce the canola oil that we put on our bread everyday. We look at canola oil as a desirable product. I think we're very proud of it as Canadians. We are quite aware of the advantages it has over other products in the marketplace.
I don't see that being an issue. I think that's a positive step and I think it could be a very interesting one in how it actually works out in the marketplace.