There has to be an agreed-upon branding situation between the processor and the farmer so that the consumer will readily know when they pick it up. In the ice cream program now we use what's called the blue cow. I like to think of her as a white cow with a blue background. When they pick it up, they see it says, “100% Canadian”. The consumer will recognize that and pick it up. It's like buying a Ford car. On any car that's made by Ford, it says “Ford”. It's just a brand so that people know what they're getting when they buy it.
On May 5th, 2014. See this statement in context.