That's a really good question. Obviously, industry has a big part to play in this, and we are willing to step up, as everyone else on the panel has said today.
When it comes particularly to the consumer product goods side of the plastics debate, there is a big part for the consumers to play as well, and I would point to two things. In Ontario, for example, there is no harmonization of blue box programs across the province. In certain communities, you can put certain things in the blue box or recycling bin; in other ones you can't. That creates consumer confusion, and eventually someone is just going to pitch something in the garbage bin because they don't know where it goes, or they put the wrong materials in the blue box, which speaks to what, I think, Mr. Cullen said before about contamination.
On the second item, I would point to Ontario again. There has been no province-wide education program about recycling since the 1970s, when the blue box was put in place. Municipalities obviously do some. With the beverage industry, for example, in Manitoba right now with our new program, recycle everywhere, we're spending $1.50 per Manitoban on public education. You can't go anywhere without seeing our recycle everywhere logo, which has 90% recognition, which means it is the second most recognized logo in Manitoba, just slightly below that of the Winnipeg Jets.
Education plays a really big part in this, and that's the way you get the consumers to have more skin in the game: harmonization as well as education.