Largely, in the Canadian food system there is such a high level of trust in the food that's on our store shelves that direct consumer involvement in the regulatory process is something you don't see a lot of. We have a very high level of trust in the CFIA, in Health Canada, and we allow our regulatory system to operate somewhat unimpeded by having direct consumer involvement in any of our regulatory decision-making capacities.
Our system operates on a market preference. If a company wants to invest in developing a food product and it meets the safety requirements, it's put on the store shelves and then the market is allowed to decide whether or not they want to purchase that commodity. So if consumers simply say that they're not comfortable buying that product, the retailer will say to the firm marketing that food product, your product is not selling. We want to minimize the space and you're going to have to take that product. We won't carry that line anymore.
Really, consumers get to vote with their dollars as to which products they want to buy.