Thank you very much for the question. It's truly a good question, and having just come back from China, having been in this business for a while, and having been at a number of trade shows around the world, I know it's vitally important that people understand what we have. It's so important that the world understands what we produce. I truly like your question.
What they need to understand is that it's the regulatory process that we work under. We work on a science-based regulatory system, and in the end the buyer is the one who's in charge and becoming more in charge. They decide even more than government sometimes what will be used, how a product will be produced, and this type of thing.
What we need to do as a country is make sure that the EU in particular, in this instance, understands exactly what we have. The government is important, but it's also important that the consumer understands what we have in Canada, how our crops are produced, what's put in place in order to produce seeds that are better for the environment, and what's put in place in order to make sure that they use less fertilizer.
On the animal side of the issue, consumers should know how they're produced under humane conditions to make sure they're slaughtered properly, to make sure all the regulatory process is followed, and they understand what our regulatory process is.
When they come to see, let's say the piece of beef or fish or whatever it is in the cooler, and they see the Canada brand, what we need to do is to make sure that's the brand they want. They want the Canada brand because we have the best farmers, ranchers, and fishermen in the country, and a lot of changes have taken place in the fishing industry. Not that they weren't before, but a lot of regulatory processes have come in to make sure that it's top-quality product.
What the European Union needs to know is what a quality product they have. What we need to have happen is to have more demand than we have supply. Then we will be doing our job, because the demand for protein worldwide is expanding year by year. When you look at what's taking place in China and in the Asian community around the world, we have more people entering the middle class, and more people want to eat like you do. They want to eat well.
My job as Minister of Agriculture and Agri-Food is to make sure that the European Union understands exactly what we have, and to make sure that they want it. That's part of my job and your job, too, in order to make sure that everybody understands what we have. Then it would be better for our farmers and it would be better for the economy of this country.
Thank you.