Part of the trust issue is that this is a contract that has been going on for four years under PCVRS and eight years under the previous contract holder, CVVRS. Everyone has already seen just how well this program isn't going.
Everybody has made the connections among the current contract holders of Lifemark, Loblaws, the bread price-fixing scandal, greedflation and mislabeling Canadian products at the grocery store. Everyone knows who these people are and everyone knows their reputation. It's Canada-wide.
When veterans see that, they'll say, “These guys?” They're not going to have the trust. They never will.