Sure, but “plant-based” and “vegan” are words that consumers understand, not “simulated” and “contains”. Anyway, I could go on.
I want to highlight one other issue, for your attention, in a similar space.
We have recently seen the Canada pension plan investment board invest $50 million into company-related cellular agriculture. We've seen Singapore develop a comprehensive regulatory approach, such that in December it was the first country to have regulatory approval of a cell ag product. The FDA and the USDA have been collaborating as of March 2019.
In the Canadian context, we see zero forward thinking on this. Instead, we see regulatory approval that requires Health Canada, an environmental assessment and nutritional assessments. We see CFIA labelling. A business that wants to do business in this space in Canada has no sense of where to go.
The U.S. is working on making this happen. Singapore has already made this happen. I encourage you to make this happen in Canada.