Agriculture committee  —which we believe is a tremendous step forward.

Agriculture committee  Clearly, it's a matter of perception. It's historically based. Our industry generic initiatives are driven at entry-level consumers and consumers who are new from a wine consumption standpoint so that we can make a great first impression. Many of the people, including most of you people in the room today, helped pay for some diapers around my house when you purchased and drank Baby Duck or Spumante Bambino.

Agriculture committee  At the time, those were wines made with great quality from the grapes that were available in the ground at that time. Today, that crop does not exist. Just like the processing of fruit—there was a question on fruit—the juice grapes that were used to make those wines don't reside there anymore because there's no domestic juice business.

Agriculture committee  I'll quickly add to that. Fifteen years ago, in the Niagara region there were three fruit-processing facilities. Today there's zero. They've all moved to the United States. The ability to get to the market, for whatever reason, especially in the last few years, to be competitively priced, has been challenging.

Agriculture committee  Yes, absolutely.

Agriculture committee  We're going to tag team this answer. We continue to be able to make the economic case and bring forward to government what is a very direct line in terms of opportunity in the marketplace and the ability to not only extend our existing market share but to drive our market share as a result of an appropriate....

Agriculture committee  Patrick is bang on. Within our industry we have a specific committee that's dedicated to the agri-tourism side. As an industry, we view it as one of our most enhanced opportunities to create a first impression with consumers. With people who get to the winery door, we have an opportunity to make them advocates, not only for our wine that we produce ourselves as individual wineries, but also for our regions.

Agriculture committee  Thanks very much. I'll do my best to answer that because there are a few unknowns in this. One of the strengths of our industry has been the ability to work hand in hand with our agricultural products. Every winery today in Ontario is de facto a grape grower. Today we all produce our own grapes, but there is a very healthy and evolved independent farmer whose specific business is to grow tender fruit, grapes being a big part of that.

Agriculture committee  Thank you, Patrick. Good morning, everyone. I'd like to address three specific opportunities that we feel the federal government could consider. First of all, the Government of Canada has been extremely supportive of our industry and should receive credit where credit is due.