So far, there is very little or no interest in low-carbon products in Canada. Strangely, the interest in these products is on the American side. People call us about the availability of our products because they want a more energy-efficient and environmentally-friendly solution. There are also signs of interest in China. We have already conducted two missions to that country, and the Chinese have come to our plant in Chibougamau. However, there is no such interest in Canada.
Some factors may explain this lack of interest or curiosity.
The first factor is the competitiveness of the products available. There is a sort of contradiction. There has been a lot of talk about wood construction to help the Canadian forestry industry, which is quite traditional. However, if I am helping someone by buying a product from him, clearly, I expect to pay more for it. Let me draw the following parallel: if I buy a chocolate bar at the local store and pay $1, I will have a certain amount of chocolate. However, if my neighbour is selling chocolate bars to raise funds for his swim club, I will not pay $1, but $2, since I'm helping him. The whole rhetoric of helping the Canadian forestry industry is sending the message to the market that it must be more expensive since it is being helped. However, that is not the case.
The first factor is therefore competitiveness. We have no complex about it and we are not asking for any special treatment for the cost of our products.
The second factor is simplicity and speed. If there are regulatory barriers or very cumbersome administrative processes, clearly, developers and professionals will be discouraged from engaging in the exercise. For example, I'm referring to the high-rise construction guide developed by the Government of Quebec, which is now used by many other jurisdictions. It costs the Government of Quebec nothing, and so far, it is yielding the best results in stimulating demand.
In a nutshell, the determining factors are the promoters, the competitiveness and the simplicity. At this point, this is not being perceived positively. Yet it is positive. The evidence is our successful projects.