We're not competing on rice, we're not competing on oranges. We complement one another in a number of areas.
The next issue I want to focus on a little bit is seafood coming out of P.E.I., Atlantic Canada, and British Columbia.
One issue we face in Nova Scotia is that we had a number of exporters—I think we used to have about 25 exporters—who focused primarily on the Japanese market, particularly in lobster, and there are only two left. Quite frankly, we're being snookered by most of the American states, Rhode Island in particular, on that two-pound to two-and-a-half-pound lobster being shipped out of Atlantic Canada into the U.S. It’s repackaged as a U.S. brand and shipped into Japan because of PSP, paralytic shellfish poisoning. The reality is that the Americans have a higher level of PSP than we do in Canada. We have colder water and less PSP, but the Americans have a trade agreement that allows them to accept one another's regulatory regimes.
That's a non-tariff trade barrier, affecting us in a major way, that we've simply not been able to resolve. We're working on it, but part of that also becomes marketing, and everyone has talked about the marketing idea.
I was in Japan on Friday and Saturday for trade meetings and then spent a week with our inter-parliamentary group. One thing the Japanese talked about, the seafood importers in particular, was branding. They love the idea. The Japanese flag is red and white, the Canadian flag is red and white, and the maple leaf is recognized wherever you go. They said it should be on every product that comes into Japan. Often it is, but not necessarily. Whether it's beef or seafood, wherever it's coming from in Canada, what can we do to advertise that red maple leaf on that white background?