In our case, all of our products are non-genetically modified, with the exception.... In our company there may be lentils, peas, chickpeas, beans, the durum wheat that we brought, these are all non-GMOs.
The advantage for us is that the European market is such a GMO-centric market. We view that as a 500 million consumer base of very high-income people demanding quality, safe foods. They are very pleased with the Canadian safety systems. It's actually an advantage on our side.
Clear labelling of non-GMO to me is a general issue in agriculture. Consumers have the right to know and have the right to choose. The fact is that clear labelling isn't there in some regulatory regimes. We want consumers to be educated and we want consumers to choose. Whether they choose to consume or not to consume, they should know.