Thank you, and thank you to the committee for the invitation to the Canola Council of Canada to appear before you today. I would also like to introduce my colleague, Shaunda Durance-Tod. She is program manager at the Canola Council of Canada and is also a registered dietitian.
The Canola Council of Canada is a vertically integrated association that represents all sectors of the canola industry in Canada, from seed developers and farmers to oilseed processors and exporters. We are very happy to have the opportunity to speak to you about the future of healthy living in Canada. Our industry has a strong commitment to health and a very strong tie to Canada. Canola is the only made-in-Canada crop and was developed by plant breeders at the University of Manitoba and Agriculture Canada in Saskatoon. It has now become one of the most important agricultural commodities in Canada and it is the most profitable crop for farmers to grow.
The canola industry is a very healthy part of Canada's economy, generating approximately $14 billion in economic activity. Canola oil is the most widely consumed vegetable oil in Canada, with approximately a 52% market share. Despite there being strong domestic demand for canola in Canada, exports from Canada account for about 85% of the canola crop. This is because canola has become a valued oil around the world due to its significant health benefits. It has the lowest amount of saturated fat of any common culinary oil and is high in omega-3 fats and monounsaturated fat. This well-balanced profile makes canola oil one of the most heart-healthy oils out there.
As our industry hangs our hat on health, we take the issue of healthy living very seriously and believe there is not really one single solution. Living a healthy lifestyle requires a holistic approach of eating the right food, becoming physically active, and having access to good information in order to make choices about health and nutrition.
The canola industry is very familiar with tackling issues about healthy eating head on. The trans fat debate, which has been a major issue over the last decade, is something that we have been directly involved in. We believe the trans fat issue is actually a good case study to use when trying to address other issues related to living a healthy lifestyle. Why? Because it is a good example of industry and government cooperation, innovation in the food supply, and effective consumer education.
In the early 2000s there was a lot of discussion in the fats and oils industry about trans fat and the need to eliminate these bad fats from the diet. From the development of Health Canada's trans fat task force to eventual monitoring of the Canadian food supply, an effective collaboration was formed between government and the food industry with one common objective: to remove trans fat from the diet, increase consumer understanding of good and bad fats, and encourage the food industry to make changes. Although the issue prompted many heated discussions about the ability to make these changes, in the end a reduction in trans fat in the food supply was achieved. This was done without regulation. It was the collaboration between government and the food industry to make this change, and that was clearly obvious.
We will agree that the process was not perfect or painless, but it was able to achieve a considerable outcome. At the same time that the trans fat debate was taking place, there was also consumer awareness about the negative health implications of consuming trans fats. In a 2010 consumer study conducted by Nielsen, the majority of those surveyed stated they were trying to avoid or reduce the amount of trans fat they were consuming. This type of mass consumer awareness and education about one particular food ingredient should be seen as a positive example of the consumer's behaviour when provided the right information.
The other aspect about the trans fat issue that I would to address is innovation--not your typical food science innovation, but innovation in agriculture. When we were faced with the need to remove hydrogenated oils from the food supply, it was actually the development of new canola seed varieties and the interest of farmers to plant these varieties that provided the solution. One of the biggest opportunities to eliminate trans fat from the food supply was the ability of the food industry to source healthier oil profiles that performed as well at the processing point, such as high-oleic canola oil. High-oleic canola oil is more stable than classic canola oil, allowing for greater heat tolerance and a longer shelf life for processed products. Today, major food companies like Frito-Lay, McDonald's, and Boston Pizza are able to offer their customers healthier products because they are using innovative products like high-oleic canola oil, and it is only through the commitment of Canadian farmers that food companies have an ample supply from which to source.
What this example highlights is that the agriculture industry has a vital role to play in improving the health of this country and in providing healthier food options to consumers. I often look at the average western Canadian farm and see the wide variety of healthy food crops a single farmer is growing: wheat, oats, canola, flax, pulses. That is one very healthy granola bar growing off of one family farm.
Often we forget the role that agriculture plays in providing the fundamentals of our healthy food supply. The example of high-oleic canola oil shows that when given the challenge, farmers will respond to the health needs of the consumer and the functional needs of the food industry. That is why it is critical for the agriculture industry to continue to play an active role in the discussion of the future of healthy living in Canada. This commitment to a healthier world is definitely alive in the canola industry. Every farmer knows their canola is making consumers healthier, one tablespoon at a time. In fact, an Alberta canola grower once said that the success of the canola industry would be measured by the number of heart attacks reduced per acre, a very powerful statement that directly links our industry's commitment to the health of Canadians.
In summary, I'd like to highlight the key points that I'd like to leave the committee with. First of all, we believe that healthy living is a combination of consuming the right food, living an active lifestyle, and having access to good information about health and nutrition. Second, the trans fat issue is a good Canadian case study on how collaboration between key stakeholders such as government, the food industry, and health professionals can make a big change. Finally, innovation to find solutions to living a healthier lifestyle can come directly from a farmer's field. From big skies and big fields of yellow canola can come some pretty big ideas for a healthier tomorrow.
Thank you very much for your time and attention.