1 PRESENTATION TO THE ONTARIO DAIRY COUNCIL ANNUAL CONVENTION JUNE 6, 2011 COLLINGWOOD, ONTARIO BY PETER GOULD GENERAL MANAGER AND CEO DAIRY FARMERS OF ONTARIO

2 PART I THE 100% CANADIAN LOGO PART II GENERIC vs BRANDED ADVERTISING PART IIINATIONAL POOLING … IS IT ACHIEVABLE?

3 PART I - THE 100% CANADIAN LOGO - was and remains a great idea - so, what went wrong? 1.The logo cannot be used on products that use imported ingredients. 2.Those ingredients have not been produced in Canada at a competitive price and may not be for another year or two. 3.Processors don’t want to put the logo on some of their products, but not others. 4.The rules are not transparent. 5.There have been instances when the rules have been applied in an arbitrary manner. 6.There is no mechanism to address and resolve problems.

4 ONE SOLUTION -make it an industry logo -have transparent rules subject to 3 rd party audit “Let’s identify the issue and resolve the problem … not perpetuate them.”

5 PART II – GENERIC vs BRANDED ADVERTISING -producers spend more than $100,000,000 annually on generic activities -what things does it make sense to promote generically? -is there a rational approach … an industry agreement on what is done generically and what is branded? -are there models in other countries that the Canadian dairy industry could/should look at? “While it’s easy to identify the need for change, the hard part is getting people to agree to change.”

6 PART III – NATIONAL POOLING … IS IT ACHIEVABLE? What Does it Mean? -pooling means different things to different people → revenue, quota, transportation -throughout, the processors and producers have to be kept “whole”

7 WHY DO IT? -there has to be a compelling reason -increased market access (WTO) or a tariff wall breach -broad-based decision-making requiring consensus -can we make decisions over the next 25 years the same as we have for the last 25 years? -we … dairy industry stakeholders “need to think about and solve Canadian Dairy Industry Problems” -can we effectively deal with today’s issues?

8 WHY DO IT? (cont’d…) -right now we have a national, annual quota administered by 10 provinces -what would be wrong with delivering “the right amount of milk to the right plant at the right time!” -over 20 years ago, Ontario (ODC and DFO) agreed to treat companies corporately … no one else does. → it should be done nationally -there are benefits to rationalization but they pale in comparison to the decisions that are delayed AND those that NEVER get made

9 WHY DO IT? (cont’d…) -are processors any different? … do you need an Atlantic, Quebec, Ontario, Manitoba, Saskatchewan(?), Alberta and BC Dairy Council(s) + DPAC? -governance is key … it is possible “Them pigs ain’t going to slaughter themselves”