Earlier in 2009, the Canadian governement implemented a law specifying which percentage of a product had to be from Canada, in order to have th right to say it is “from Canada”.  Seems simple enough, but in fact it has been causing trouble, notably because Sugar and spices are not easily found and produced in Canada. (Like those ironic ”product of Canada” mangoes. Ironic, because Canada has a continental climate – unsuitable for growing Mangoes).

So the merchants and producers are fighting back, saying that the 98% rule is too high. Maybe it is. But the fact is that they are fighting to keep things the way they are – which is never the good fight. You can’t win. More importantly, they are missing the most important of points. I will try to spell it out, clearly, to avoid any misunderstandings:

YOUR CUSTOMERS ARE TELLING YOU SOMETHING.

There. Now stop talking, and listen. Ask questions. Interact, understand. 

 Instead of just resisting change, how about making the impossible possible, and being the first jam company to offer “Canadian Jam”. Your PR people will have a field day, and your business will likely take on a new and successful direction. Hiring might become easy, as people will believe in what you stand for. You might not even need to spend anything on advertising. Huh…

Think about the potential. While all the others are fighting change, which their client is asking for, someone is out there making the impossible possible. People might like it and adopt it before they even taste it.

Or, if the rules really are unfair, then find a way to give your clients what they want. In this case, the Federation of Agriculture is talking about a “Grown in Canada” label. Sounds like they are listening.