Natural, he, he said, "What's that supposed to mean? Everything's natural."

Uh, so ev- [laughs] so, so there's ...

That, that was one place I would, I would disagree.

For example, um, processed food, um, like, uh, for example, um, you know, a cracker or some kind of ultra processed food, you know, which these foods are gaining, um, more interest and discussion because, uh, they have been shown consistently to lead to chronic diseases like diabetes, um, and obesity.

Um, I would argue those are not, you know, that, you know, generally people would not see those as natural.

Well, sometimes I'll see a term like artisan, and what I think that means is 5.99 instead of 3.99.

Well, absolutely.

Right? Uh, so this idea that, you know, this product is made in a s- in a small batch format, you know, and we all th- begin to think of, of, you know, we all have romanticized ideas of what that means, some small farm or some small, you know, homemade, uh, type of operation.

So New Zealand says we produce 13 tons of honey and we've got 16 tons of honey for sale.

Exactly.

Right.

And so, and, and, and that happens, um, the same with, uh, it came back to Canada or a world famous ice wine, um, same type of thing.

Okay.

Um, so anything that has high value that is, uh, you know, uh, It can only be produced in a certain geographical area globally, but it's quite popular.

These are things that are very attractive targets for food fraud.

And Lawrence, beyond the things that you told us, such as allergens not listed on the packaging, that sort of thing, it's also a danger to the trust that Canadians should be able to have in the labels on the back of products.