Mr. Chair, despite some of the partisan bluster that goes on in the House from time to time, I would like to start my speech tonight by reiterating the minister's comments about our former agriculture chair, the member for Selkirk—Interlake, who is at home with his wife after surgery. I know that all members of the House have him and his family in their hearts and prayers.
I would also like to congratulate the Chair tonight. I understand that it was recently his birthday. Thirty more years and he will catch up to the member for Malpeque.
It has been real honour to serve on the Standing Committee on Agriculture and Agri-Food for the last couple of years. Some of the finest people are on this committee, from the chairman and the parliamentary secretary to the committee members who showed their devotion to show up for countless hours of subcommittee and main committee, all trying to work for a better future for our farmers, both young and old.
That leads me to the discussion I would like to have tonight on an important issue that has become increasingly crucial to my constituents regarding honesty in product labelling and the criteria that must be met for an item to be given the product of Canada designation.
Product labelling affects the ability to market and sell most goods produced by farmers in all regions of Canada. I was proud to take the time to listen to hours of testimony and participate in debate last spring and fall listening to Canadians who were calling for immediate changes to the product of Canada labelling regulations.
Thankfully, on May 21, 2008, the Prime Minister unveiled the new food labelling initiative together with the Minister of Agriculture and Agri-Food Canada. In conjunction, they also launched the Canadian food and consumers safety action plan, which was committed to reviewing the policy on the use of product of Canada and made in Canada labelling claims on food labels and in advertising.
These substantial changes to labelling will have a direct effect on the industry and, consequently, they sat down with many stakeholders and community groups who were affected by the proposed changes, to learn how they feel that will personally affect them.
Consumer groups, food processors and retailers, as well as farmers, have been consulted. Over 1,500 people completed an online survey about labelling legislation and many more called or wrote in to make sure their views were heard.
Overwhelmingly, the response was the same. Canadian stakeholders wanted and needed new labelling so that they know consumers can clearly and confidently identify their product as made in Canada or product of Canada.
In order to understand how important these changes are, one must take a look at the regulations before they were changed by the minister. They had nothing to do with food content and everything to do with the pricing formula, ensuring merely that 51% of the total content was produced or packaged in Canada.
During our consultations as a committee, however, time and time again industry and, in particular, Canadians consumers called this not only misleading, but borderline fraudulent. Consumer confidence is increased when they know they can count on the product to be Canadian made, locally grown and processed.
Many stakeholder groups that were consulted believed this would promote uniquely Canadian foods and build on the consumer desire to buy locally.
The policy on voluntary product of Canada claims on food products and advertising came into effect December 31, 2008. These specified that manufacturers would only be allowed to use product of Canada labels if all or virtually all of the contents were Canadian. The made in Canada label may be used if a food product is manufactured or processed in Canada, regardless of where the contents are from.
There are several different approaches to labelling product to help farmers and producers get their made in Canada message across without using those two terms but that still communicates to consumers their local Canadian base. A food product may claim the product of Canada term when all or virtually all major ingredients, processing and labour used to make the food product are from Canada. This means that all significant ingredients must be Canadian and non-Canadian material must be negligible.
This is what consumers and our producers were asking for. Ingredients that are present in a food at very low levels that are not generally produced in Canada, including spices, food additives and vitamins, may be used without disqualifying the food from making a product of Canada claim. Generally, the percentage referred to is very little or minor and is considered to be 2% or less.
The former food labelling guidelines had not been changed since the 1980s and we owe Canadians the best regulations possible. As the Prime Minister Harper said, “Our new guidelines are designed to redefine Canadian food content labels to better reflect the true origins of products in today's global marketplace”.
Our government is tightening the definitions of these familiar labels so Canadians know exactly what they are getting and get exactly what they want.
The consumer support for this initiative has been overwhelming.
I would like to ask the minister to please comment on the benefits of the new product in Canada labelling.