I think I particularly emphasize that our concern is based on our desire to save the system to make sure it doesn't collapse in terms of the competitive marketplace pressures we're feeling. I think, in response to your observations about the competition, we are facing a much more competitive marketplace. I reference that with respect to different consumer demands, demand for health profile products.
In fact, in the Globe and Mail just yesterday, Mr. Steckle, there was a very good example of how quickly and rapidly the marketplace is evolving around the world. Yesterday it was reported in the Globe and Mail that Wal-Mart stores in Britain are introducing--and it's made by a British cheese company--something called Heartfelt Plus Natural Cheese. It's enhanced with an ingredient, an innovative product, made here in Canada by Forbes Medi-Tech, a phytosterol. It reduces cholesterol. In England now, in a market twice the size of the Canadian market, they are in fact putting in the marketplace a product called a cheese. It has a low fat content of 12%, and a typical cheddar cheese is usually between 30% and 40% fat. This cheese tastes like real cheese, unlike other low-fat offerings usually made with vegetable oil, and it certainly offers a great alternative to traditional low-fat cheeses, which have been poor tasting and poor in texture.
That's where the marketplace is going. The problem we have in this country is that we are not allowing our regulatory system to adjust; there is a continued demand at the producer level to produce only high-fat products. This product would not be allowed in the Canadian marketplace; it's a functional cheese, a functional food. We're constrained, as processors, in meeting those new demands in the marketplace. We're looking for more flexibility. The consumer is demanding these products. Our customers are demanding these products. That's Wal-Mart. Our customers are the major supermarkets or the food service companies.
Mr. Leroux referenced the fact that he's competing, at the food service level, with non-dairy ingredients to make “cheese toppings”. That's what we're competing with.