I can tell you what we're doing. I think it's a model for the future for us. Essentially, we started the packaging innovation gateway about four years ago. It was really all about helping brand owners take a new product and get it through the system, so that it went all the way through and into its next life. It was called the packaging innovation gateway.
It was a very informal process. We identified 15 problematic materials. It was all very nice. We had what I call “transparent collaboration”, where we had brand owners, retailers, package makers, waste management and municipalities—no provincial or federal representatives, but municipalities, because they're the primary folks who are handling and recovering the materials.
It was a very good process. The problem with it was that it wasn't collaboration; it was co-operation. We were able to bring everybody together, and they were saying that, yes, this is nice, but it was a lot of talk and no action.
We're taking it to the next level. We've modified the name to the “packaging innovation pathway”. We're starting with municipalities and with brand owners and we're going to put together a formal process whereby we can create a standard—I don't like to use the word “watchdog”—whereby we can certify packaging materials. We're going to talk about the circular economy. We'll talk about it in the circular context. A package may be a 360 or it maybe be a 270; it may be a 180 or a 90. The idea is to look at all of these packaging materials as they're coming through and we're going to give it that standard and assign it.
When a brand new product comes in and they walk in to see my friend Luc Lortie at Costco and say that it's the greenest, greatest product in the world made from bamboo or whatever, he has no clue what to do with it because he doesn't have the capability inside. He'll tell them to go and see the packaging innovation pathway, get it certified, bring it back to him, and then he'll buy it once he knows that there's a certification on it.
Our vision for this is a national body. It's a national initiative. Everybody is welcome to participate. We're forming right now. We've got our first meeting on May 17. We have the City of Toronto involved with it. We have municipalities. We've talked to Montreal. We're in discussions with Vancouver. We're talking to folks like Procter & Gamble and Molson Coors. That's where we're trying to take this thing.