I think there's an international thing that's happening. We've seen the new food guide that's come out that's really trying to move Canadians away from animal-based proteins. That seems to be a trend that is happening around the world. I guess to some extent Canada has just followed what other countries have done without any regard really to the health of beef and meat. They certainly do acknowledge that beef is a healthy product. It's nutrient dense. But I think the food guide missed the opportunity to basically say to include it in your diet.
They say things that are out of context. They say to eat plant-based proteins more often. More often than what? More than you used to? More than beef? More than something else? It's out of context. I think it's that line of thinking that is problematic on the package labelling as well. It's going to say certain things. They're going to pick certain nutrient points.