The Manitoba Protein Advantage Strategy

The Manitoba Protein Advantage (MPA) is a collaborative strategy between industry and government to sustainably grow the plant- and animal-protein subsectors. On January 15, 2020, the Manitoba government appointed eight members to the Manitoba Protein Consortium to coordinate strategic elements of the MPA.

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 sustainable protein 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.

What's next? We want your feedback on Enabling Policy and Regulations, By-Product Utilization, and Healthy Soils, Ecosystems, and Biodiversity.

More information on the release of these Dialogue coming in June.

The Manitoba Protein Advantage (MPA) is a collaborative strategy between industry and government to sustainably grow the plant- and animal-protein subsectors. On January 15, 2020, the Manitoba government appointed eight members to the Manitoba Protein Consortium to coordinate strategic elements of the MPA.

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 sustainable protein 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.

What's next? We want your feedback on Enabling Policy and Regulations, By-Product Utilization, and Healthy Soils, Ecosystems, and Biodiversity.

More information on the release of these Dialogue coming in June.

  • Government, industry, academia and non-profits are working collaboratively towards the aspirational goal of Manitoba becoming a global leader in Sustainable Protein. Working together, these stakeholders created the Strategy, a comprehensive framework that lays out how Manitoba can take tangible steps towards this common goal. The aim is to develop a network of collaborators that mobilize strategic sustainable protein initiatives. The full Strategy can be accessed here.

    “We are not very good at using the whole animal or the whole plant; there are always parts that are wasted. There is a need to change this, not only to improve environmental sustainability but also to create opportunities through new revenue streams” - an Agriculture Stakeholder

    Protein and by-products in Manitoba 

    The Strategy outlines the essential role of by-products in advancing sustainable protein in Manitoba’s agricultural and agri-food sector. This can be achieved by optimizing all or most uses of plant, animal and alternative protein while minimizing waste. The Strategy outcome states: 

    • SP01: Manitoba produces quality, diverse and increasingly sustainable protein (SP01)

    This Challenge Paper lays out the key challenge, expected outcomes, context, assumptions, and critical questions. It also explains the next steps for this Dialogue. Everything that is uncovered through this process will be shared (unattributed) with all participating stakeholders. Please provide your feedback online by answering the questions in this survey.

    Complete Form
  • “There are a range of regulations that farmers need to consider, such as pesticide regulations, water management regulations, land use, transportation, and trade when making decisions and taking risks. And we’re not always sure they are developed with producers in mind” - Agriculture Stakeholder  


    Industry, academia, government and non-profits are working collaboratively towards the aspirational goal of Manitoba becoming a global leader in sustainable protein. Working together, these stakeholders created the Manitoba Protein Advantage Strategy (hereafter "the Strategy"), a comprehensive framework that lays out how Manitoba can take tangible steps towards this common goal. The full Strategy can be accessed here. The aim is to develop a network of collaborators that mobilize strategic sustainable protein initiatives and accelerate Manitoba's impact potential. 


    “Even if the capital is in place, it is challenging to get the permits to build facilities. A more efficient and predictable provincial or local approval process is needed to encourage investment and see projects through to completion.” - Agriculture Stakeholder


    Sustainable Protein: Enabling Policy and Regulations

    The Strategy outlines the importance of Enabling Policy and Regulations and their role in advancing sustainability in the agricultural and agri-food sector. The desired outcome for the policy pillar of the Strategy is: 

    PI01: Supportive regulations, policies, infrastructure, and facilities leverage MB's assets and enable acceleration of the Sustainable Protein innovation

    This Challenge Paper lays out the key challenge, expected outcomes, context, assumptions, and critical questions of the Strategy, and the next steps for this Dialogue. Feedback collected will be shared anonymously with all participating stakeholders. Please provide your feedback by completing this survey.



    Expected Outcomes for this Dialogue

    The objective of this work is to identity existing policies and regulations that require modernization or repealing, and which new policies and regulations are needed to enable the acceleration of sustainable protein innovation. The expected outcomes for this Dialogue are to establish the following:

    • A preliminary understanding of what types of policies and regulations are the most significant barriers to sustainable protein in Manitoba
    • Alignment on how agricultural stakeholders can work together to advance priority policy and regulatory initiatives
    • A list of immediate priorities for policy and regulation changes. 
    • A Project ASPIRE Roundtable focused on Policies and Regulations where stakeholders work together to advance priorities, including informing the process for government to co-develop enabling policies and regulations with industry.
    Complete Form