Our Roots

About the Manitoba Protein Advantage (MPA)

In 2019, the Government of Manitoba launched the Manitoba Protein Advantage, a collaborative strategy between industry and government with a goal to sustainably grow Manitoba’s protein industry.

The ministerial appointed Manitoba Protein Consortium provided leadership to the implementation of the strategy. A Strategic Advisory Body of industry leaders provided subject matter expertise and leadership to the engagement tables and a Design Team developed an implementation plan for the MPA, positioning Manitoba towards becoming a leader in sustainable protein production. The implementation of this strategy was called Project ASPIRE: Accelerating Sustainable Protein Impact and Results.

ProteinMB is one of the many outcomes of Project ASPIRE.

The launch of Project ASPIRE was in response to the growing global demand for sustainable and alternative protein sources. Project ASPIRE sought to position Manitoba as a leader in protein production and innovation. The project leveraged the province’s abundant natural resources, agri-food expertise, and research capabilities to drive this transformation.

Project ASPIRE applied a multifaceted approach, encompassing animal-based and plant-based proteins, insect farming, and cellular agriculture. By embracing these emerging technologies, Manitoba aims to create an even more resilient and environmentally sustainable protein supply chain.

Project ASPIRE emphasized collaboration between farmers, food processors and other industry stakeholders, research institutions, and government agencies. This synergistic approach fostered knowledge exchange, accelerated research and development, and ensured regulatory frameworks were conducive to the growth of the protein industry.

Overall, Project ASPIRE represented a forward-thinking endeavour to redefine Manitoba’s role in the global protein market. By embracing innovation, sustainable practices, and strategic partnerships, the province aspires to meet the increasing demand for protein and set a new standard for responsible and forward-looking agricultural practices. This project not only benefits Manitoba’s economy but also contributes to a more sustainable and resilient global food system throughout the industry-led implementation phase.

Cooking board with meat and vegetables ready for cutting

As an outcome of protein sector engagements, Project ASPIRE targeted Ten Strategic Areas of Sustainable Protein were identified:

  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 were formed in the development of a Project ASPIRE Hub. With support from the industry partners and the Manitoba government, these working groups identified priority actions and coordinated strategic activities to advance sustainable protein production and processing in the province. ProteinMB is now the organization to move these strategic areas forward in this next phase.

Birds eye view of different people holding some dirt with budding plants