I can start, Mr. Chair. Carol will then speak to your question about the colouring system, if that's okay, Mr. Fletcher.
Please don't confuse us with the AHA heart check. The AHA is a wonderful organization that does incredible things in the United States. We looked at their heart check program and we specifically did not copy it. We don't agree with it. In addition to having it exclusively for the heart, it's not a full health check program. You can actually buy exclusivity in a certain category of food, and we absolutely will not allow that. We think our program is superior.
They didn't have a food guide to base it on. I believe they developed their own criteria, as was done in the Australian program. We were fortunate in Canada. We looked to see whether or not we should develop our own criteria. We were strongly advised by CFIA and Health Canada to use Canada's Food Guide. We have subsequently been quite surprised that they didn't publicly say that we are the best third party unbiased program.
I should say that because the food guide does not have criteria for dessert, junk food, and condiments, neither does Health Check. You will not see a Health Check label on those products.
Carol.