With respect to monitoring our individual member companies, that isn't a role of a trade association. However, through the multi-stakeholder working group the fourth step in our game plan is one of monitoring the progress of the food industry against sodium reduction targets. That's part of the game plan of the working group. But as a trade association it isn't our role to monitor the corporate business of our members.
Secondly, we do provide support to our member companies. We have a sodium committee, as I mentioned in my earlier remarks. Through that sodium committee I keep the members apprised of the working group. It was through our sodium committee that we were involved in the public consultation the working group had to discuss moving forward with a strategy. We have a very important facilitative role in allowing our members to stay tuned into what's going on so they know how to act accordingly. It's through FCPC that we made sure members knew of Health Canada's pending discussions with industry that are going on right now to review targets for the different food categories. That is the role we played.
I don't know bottom-line numbers for how much individual corporations have invested. I do know through informal discussions that product reformulation is not a cheap endeavour. It takes substantive dollars to do that. That point, too, was made in the IOM report that was released recently. It's a big investment, not just on the part of governments but also on the part of industry, to move forward with this initiative.
With respect to the labelling aspect, one of the things that Canada has in place is a very good, sound, nutrition facts panel. I think that from industry's perspective and from my personal perspective, building the communications messaging around what we already have in place as a tool to help Canadians make informed decisions makes the most sense.