It may be that the underlying issue is more complex than just trade. Trade is an easy thing to point at, but still, is your production system the most razor-sharp, efficient system in the world? Do you have the right varieties? And when you made that decision about the variety, did you ask any apple consumers what they wanted? How do you know you have the right varieties if you never asked those questions?
So I think it's more complex than that. There's a whole system thing. It's not just trade. Trade is an issue, but when it comes to cost production and production efficiency and production ability, I think we're just as good as anybody. So that isn't it.
Do we have it right? Do we have the right apple at the right price? I'm not so sure....
Trade may be an element of it, but I think there are other elements in the system that are also problematic. People like to buy Canadian apples, local apples. That's actually worth money. We could charge more for our apples internally if they were marketed the right way. So I think it's a little more complicated than just trade.
But I'm no expert, either. This is just my instinct, and we know that instincts can be wrong sometimes.