That's a great challenge.
We consulted industry extensively a couple of years ago. The top issue for the food and beverage processing industry is attracting new people, new Canadians, young people, to the sector. The premier of our province launched the 120,000-job challenge several years ago. Sixty thousand jobs will come into the food processing sector, but if the folks out there who aren't trained or even excited about coming into the industry, then we have a real problem.
Food and Beverage Ontario launched a program last year called Taste Your Future. We went out and did a lot of research. Unfortunately for our industry, I think we've neglected trying to at least make our industry a little sexy and attract new Canadians and young Canadians into our industry.
The Taste Your Future campaign is all about reaching out. I'll tell you, it's going right back to junior high school levels, because nowadays that's where you need to start. You inform them about the great jobs that are in the industry. These are not just all plant floor-worker jobs. These are food scientists. They are product development people. They're tasters.
Actually, my second job is in the.... I own a winery in Niagara. You start talking to people about a winemaker or a craft beermaker, those sorts of things. Those are the new upcoming jobs that are coming into our sector, and people start getting really excited.
The first thing we have to do is generate some excitement around the industry, which is what we're trying to do with the Taste Your Future campaign. Then we also need to provide some major outreach to engage people in a discussion around the great careers in our sector.