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.

We want your feedback on the By-product utilization Dialogue. Submit your responses now until July 4, 2022.

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 and Healthy Soils, Ecosystems, and Biodiversity.

More information on the release of these Dialogues coming in July.

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.

We want your feedback on the By-product utilization Dialogue. Submit your responses now until July 4, 2022.

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 and Healthy Soils, Ecosystems, and Biodiversity.

More information on the release of these Dialogues coming in July.


  • 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 who mobilize strategic sustainable protein initiatives.


    “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 Agricultural 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 and animal protein while minimizing waste. The Sustainable Protein Industry pillar outcome states:

    SP01: Manitoba produces quality, diverse and increasingly sustainable protein


    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.

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