Who is this man and why is he holding a kipper aloft ... ?

This is a man who does not know that the origin of the kipper is neither the UK nor the EU. However, he claims that the the UK rules on food imports (or does he mean exports?) will change when we leave the EU. Such a man who knows not the boundaries of his own country or the Laws which govern it is deemed by the majority of the ruling party to be best placed to be Head of Government.

(Of course he might have known the truth about the kipper and the laws but that would mean he was lying to, or misleading, his listeners. Surely no-one aspiring to high office would do such a thing.)