I'm going to focus on two issues. On the technical front, any research that could help us work more efficiently or lead to genetic improvements is certainly welcome. Canada has already established its international reputation in genetics. As for production efficiencies, we have access to academic expertise. I was told that more than 75% of researchers would be retiring within the next 5 years. That means we are going to lose considerable research wealth.
Briefly, I'd like to discuss market development. The idea is to conquer markets around the world and export as much as possible, but to do that, you need value-added products. Unlike my maple counterparts' sector, the global dairy market is overrun by surpluses owing to a widespread lack of strict production.
Prices are subject to the ups and downs of available supply. In order to conquer a market, you need the necessary know-how. Certainly, the U.S. market, for example, holds potential, but not in the case of skim milk powder or popular brand-name products.
In Canada, when consumers buy cheese that costs $50 or $60 a kilogram at retail, the producer gets just $7 or $8. The threshold is not tied to the value of the milk but, rather, to market knowledge. You need to have distribution networks and access to major retailers, who are very demanding and greedy, in order to market your products. That marketing know-how is essential to our sector's strategic development.
Regardless, to think that Canada is going to become a leading dairy exporter in the short term is to have very little understanding of the global dairy economy.