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The Toronto-based Canadian Restaurant and Foodservices Association has launched a new website at FreeYourMilk.ca intended to encourage consumers to voice their concerns about the cost of dairy products by signing an online petition asking the government to re-examine the policies by which milk is priced. The site is accompanied by social media activities on Facebook and Twitter. "When it comes to the cost of milk, Canadians deserve to know where they stand," said Garth Whyte, president and CEO of the association. "The current system is making Canadian milk and cheese less attractive and less affordable for everyone. We believe the Canadian dairy industry can be among the best in the world if we can find a way to increase consumption of affordable dairy products across the country. CRFA is interested in working with federal and provincial governments and the dairy industry to see a fair and transparent system that benefits everyone."

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