We are told that because we produce a core product, we are going to pay, we should reduce our salary and work even harder because people want something else. My message is the following: all Canadian producers raise their animals well, but if people want change, we have to be given the means to make those changes. The consumer has to be aware of the fact that he is going to have to pay.
On May 30th, 2012. See this statement in context.