Since he was talking about a provincial plan to protect farmland by forcing millions of new people expected to move to Southern Ontario to live in existing urban areas, it may have made some sense to pack 50 people into a room comfortable for 10.
But David Caplan, minister of public infrastructure and renewal, had a tough time squeezing through dozens of reporters and stakeholders to get to the front of the tiny room.
He improvised by shouting: "Let the fat guy through."
One reporter suggested the space was more appropriate for a mosh pit than a press conference.
Caplan's communication advisor, ever ready to spin bad to good, said: "See, we practice what we preach."
Half an hour in, people were feeling cramped, sweaty and dehydrated.
Mississauga Mayor Hazel McCallion said it was up to everyone to make the "Places to Grow" plan to pursue more compact living a success.
Reporters, she said, had a role to play by making sure citizens know the plan will help make their life better.
Those still standing, will try.