It's a matter of consumer trust. Last year, we were arguing quite a bit that countertariffs implemented by Ottawa were impacting many food prices at grocery stores. It required the U.S. ambassador to Canada to finally say to Canadians in August that we were in breach of CUSMA with food. That's when Prime Minister Carney decided to finally eliminate all countertariffs in September. It took months for us to say to Canadians that countertariffs are a problem and countertariffs are making food more expensive at the grocery store.
