The Manitoba Protein Advantage Strategy

The Manitoba Protein Advantage (MPA) is a collaborative strategy between industry and government to sustainably grow Manitoba's protein sector by 1,550 jobs and $1.5B in investments.

The Consortium and a Strategic Advisory Body of industry leaders developed an implementation plan for the MPA, positioning Manitoba towards becoming a leader in sustainable protein production. The implementation of this strategy is called Project ASPIRE: Accelerating Sustainable Protein Impact and Results.

Project ASPIRE targets 10 pillars of sustainable protein:

  1. Measurement, Monitoring and Verification
  2. Soil, Ecosystems and Biodiversity
  3. Branding, Communications and Marketing
  4. Sustainable Protein Industry
  5. Innovation
  6. Finance
  7. Working Together
  8. Information and Knowledge
  9. Workforce
  10. Enabling Policy and Infrastructure

Industry-led Roundtables are being formed in the development of a Project ASPIRE Hub. With support from the industry partners and the Manitoba government, these working groups will identify priority actions and coordinate strategic activities to advance sustainable protein production and processing in the province.

Previous Challenge Dialogues:

  • Sustainable Protein Workforce: A Dialogue was opened from November 12 - December 7, 2021. For more information please contact Stephanie.Cruickshanks@gov.mb.ca.
    • Click here to read the Workforce Challenge Dialogue Progress Report for a high-level summary of feedback and key insights from this Dialogue.
  • Water and Wastewater Infrastructure: A Dialogue was opened from December 9, 2021 - January 14, 2022. For more information please contact Grant.Carlson@gov.mb.ca.
    • Click here to read the Water and Wastewater Infrastructure Challenge Dialogue Progress Report for a high-level summary of feedback and key insights from this Dialogue.
  • Sustainable Protein By-Product Utilization: A Dialogue was opened from July 4 - October 18, 2022. For more information please contact Nelson.Bowley@gov.mb.ca
    • The Challenge Dialogue Progress Report will be available here soon.

What's next?

We want your feedback on Enabling Policy and Regulations and Healthy Soils, Ecosystems, and Biodiversity.

More information on the release of these Dialogues coming this winter.

The Manitoba Protein Advantage (MPA) is a collaborative strategy between industry and government to sustainably grow Manitoba's protein sector by 1,550 jobs and $1.5B in investments.

The Consortium and a Strategic Advisory Body of industry leaders developed an implementation plan for the MPA, positioning Manitoba towards becoming a leader in sustainable protein production. The implementation of this strategy is called Project ASPIRE: Accelerating Sustainable Protein Impact and Results.

Project ASPIRE targets 10 pillars of sustainable protein:

  1. Measurement, Monitoring and Verification
  2. Soil, Ecosystems and Biodiversity
  3. Branding, Communications and Marketing
  4. Sustainable Protein Industry
  5. Innovation
  6. Finance
  7. Working Together
  8. Information and Knowledge
  9. Workforce
  10. Enabling Policy and Infrastructure

Industry-led Roundtables are being formed in the development of a Project ASPIRE Hub. With support from the industry partners and the Manitoba government, these working groups will identify priority actions and coordinate strategic activities to advance sustainable protein production and processing in the province.

Previous Challenge Dialogues:

  • Sustainable Protein Workforce: A Dialogue was opened from November 12 - December 7, 2021. For more information please contact Stephanie.Cruickshanks@gov.mb.ca.
    • Click here to read the Workforce Challenge Dialogue Progress Report for a high-level summary of feedback and key insights from this Dialogue.
  • Water and Wastewater Infrastructure: A Dialogue was opened from December 9, 2021 - January 14, 2022. For more information please contact Grant.Carlson@gov.mb.ca.
    • Click here to read the Water and Wastewater Infrastructure Challenge Dialogue Progress Report for a high-level summary of feedback and key insights from this Dialogue.
  • Sustainable Protein By-Product Utilization: A Dialogue was opened from July 4 - October 18, 2022. For more information please contact Nelson.Bowley@gov.mb.ca
    • The Challenge Dialogue Progress Report will be available here soon.

What's next?

We want your feedback on Enabling Policy and Regulations and Healthy Soils, Ecosystems, and Biodiversity.

More information on the release of these Dialogues coming this winter.

The Sustainable Protein Dialogue

The Sustainable Protein Challenge Dialogue provided background and context for sustainable protein and posed some critical questions to a wide range of stakeholders across the protein supply and value-added chain.

The Progress Report shared what we learned from the initial round of feedback. Three deep dive sessions provided key stakeholders an opportunity to discuss each of the three emergent themes highlighted in the progress report.

The Summary Report highlighted what we learned from the deep dive sessions, and informed the implementation plan for the Manitoba Protein Advantage strategy.

The implementation plan for the Manitoba Protein Advantage is called Project ASPIRE: Accelerating Sustainable Protein Impact Results.

Everything that was uncovered through this process was shared with participating stakeholders in an unattributed way.


If you have any questions please contact Sugantha Nathaniel at Sugantha.Nathaniel@gov.mb.ca.

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