Thank you, Mr. Chair.
Thank you, witnesses, for your testimony here today. There's certainly a wide variety of ideas and I appreciate that. I'm going to start with Mr. Goetz.
Mr. Goetz, we had some discussions in Montreal regarding a sugary drink tax that was implemented in Mexico, and I think you're sympathetic, as much as your industry is, because we all have children and we want the next generation to have a better life. We know that there are issues, but in matching the correct vehicle for us to deal with that, in this case, the question is whether it should be taxed as in Mexico.
I raised at the committee, at the time, the numbers from the National Institute of Public Health, Mexico's own institution that advocated this, showing a year-on-year increase in the consumption when factored in for population. I'm certainly sympathetic that we do need to have a full look at this and I appreciate you're suggesting that you're going to send the information so we can verify that, because there were some questions about whose numbers were correct. Again, I want to state for the record that I was quoting the National Institute of Public Health of Mexico's own numbers.
You said there has been a decline overall in Canadian consumption. Obviously there has been your own beverage industry's efforts recently, but I think you said that over the last 10 years it has dropped considerably on its own. I would say that has more to do with customer preferences and education. Is that correct?