Manitoba Protein Advantage Strategy

The Manitoba Protein Advantage Strategy is focused on accelerating Manitoba’s impact potential in Sustainable Protein to position Manitoba as a leader in Sustainable Protein. The objective of this multiphase initiative is to understand together where the opportunities lie, what the challenges are, who is doing what, and where innovative interventions can be made, by any stakeholder, for scalable impact.
 A Phased Road Map
Challenge Dialogue
The initiative began with a Sustainable Protein Challenge Dialogue. The objective was to engage a diverse group of stakeholders to share views on the Sustainable Protein challenge – for Manitoba, Canada and the world. The heart of this challenge was to advance new thinking and prioritize approaches to responsibly feed the world in the coming decades.
The Sustainable Protein Challenge Paper lays out the background and context for sustainable protein and poses some critical questions.

From this initial round of feedback, a Progress Report was generated to share what we have learned through the first phase of our Dialogue on sustainable protein. Deep Dive Sessions were held on visioning the future of sustainable protein, interconnection through by-product use and total value framework and assessment. The purpose of these sessions was to bring a group of diverse stakeholders together across the protein supply chain to collaboratively discuss the topics and inform the next phase of work. A Summary Report was created from the findings of these Deep Dive Sessions. 

Creating the Manitoba Protein Advantage Strategy

From November to January, a team of 17 industry representatives applied the learnings from the Deep Dive Sessions to create the Manitoba Protein Adavantage Strategy. The Framework covers the entire Sustainable Protein landscape and will serve as a strategic framework for future actions.

Click here for a Guide on the Manitoba Protein Advantage Strategy and the Manitoba Protein Advantage Strategy Compendium.

 Manitoba Protein Advantage Strategy

Manitoba Protein Advantage Strategy Compendium


In January 2021, an Innovation Forum was held bringing together over 85 stakeholders. These stakeholders identified areas on the map where their organization is currently active as well as areas they believe to be key priorities. Click on the maps below for more information.



Stakeholder Focus Groups

As part of its investigation into how to make Manitoba a global protein supplier of choice, the Manitoba Protein Consortium engaged Prairie Research Associates Inc. to facilitate focus groups with industry leaders. Forty-one industry representatives from 40 organizations participated in eight focus groups to learn more about their organizations and their role in advancing growth, sustainability, and innovation in Manitoba’s protein industry. The discussion brought out key trends and opportunities, barriers, technologies and R&D, and sustainability measures needed to advance Manitoba’s protein industry.

Canada's First Agri-Food Sustainability Index

Manitoba is a partner in a private-public coalition to develop Canada's first agri-food sustainability index. Benchmarking is a key tool that can help Canada's agri-food and protein industry compete, add value, improve societal/environmental outcomes and inform policy-making. This business case is about building momentum around this important initiative, inviting your feedback and gaining your support-in-principle for advancing it. 


Sustainable Protein Initiatives
Additional initiatives are already underway in Manitoba that feed into the sustainable protein landscape. Browse the videos and statistics below to gain more information.

Quality Assurance Initiatives  

Video Placeholder

Manitoba recognizes the important balance of maintaining strict environmental oversight while supporting sustainable growth in the livestock industry. Livestock operations must meet all Municipal and Provincial requirements in order to be approved for development, including the Planning Act and Livestock Manure and Mortalities Management Regulation under the Environment Act.

Regenerative Agriculture Initiatives

Video Placeholder

Manitoba Livestock Initiatives

Manitoba recognizes the important balance of maintaining strict environmental oversight while supporting sustainable growth in the livestock industry. Livestock operations must meet all Municipal and Provincial requirements in order to be approved for development, including the Planning Act and Livestock Manure and Mortalities Management Regulation under the Environment Act.

The Government of Manitoba has invested $2.85 million over five years into Manitoba Beef and Forage Initiatives to conduct research projects that support increased cattle grazing on the landscape. Projects that are currently in-progress include ‘improving marginal pasture through planned rotational compared to high density grazing’ and ‘soil carbon monitoring to detect changes due to grazing management’.

Video Placeholder

Circular Economy Opportunities for Manitoba

In the latest International Institute for Sustainable Development (IISD) report created for Manitoba Agriculture , Manitoba explores its potential for circular economy opportunities. A circular economy is a model that utilizes the by-products of production instead of destroying them, reducing the need for raw inputs and resource extraction. This model hits multiple sustainability targets and presents ecological, environmental and social benefits. The Government of Manitoba recognizes the synergies between the Manitoba Protein Advantage strategy and a circular economy model to unlock value from waste streams to develop innovative agri-products and quality industrial ingredients that will help sustainably feed the worlds’ growing population. Click on the presentation below to learn more about Manitoba's opportunity to adopt a circular economy model.

Greenhouse Gas Mitigation
4 Key Research Findings on Green House Gas Mitigation from the Manitoba Beef Sector.
5 Beneficial Practices for Green House Gas Mitigation from the Manitoba Beef Sector.
12 Beneficial Management Practices from Manitoba Cow-Calf Operations.

Consumer Research

Research conducted in September 2020 revealed that majority of Manitobans take into account environmentally sustainable product labels and messaging when making food purchasing decisions.

One-in-ten Manitobans say they nearly always purchase these types of products over others. 

Subpopulations not influenced by environmentally sustainable labels:

Health & nutrition is among the most important factors in plant protein purchasing decisions:

 The Canadian Centre for Food Integrity

The Canadian Centre for Food Integrity (CCFI) released their annual Public Trust Research in November, 2020 which provides a multifaceted understanding of Canadians trust in Canada's food system. Some highlighteds of this research include:
  • When Canadians were asked what sustainable food means to them, almost half (45%) believe that sustainable food means having a positive impact on the environment.
  • When seeking sustainable food, Canadians expressed they actively seek out grocery store items that use less packaging (55%) or have a minimal environmental impact (47%).
  • Nearly seven in ten feel that food processors and manufacturers are responsible for reducing the amount of packaging and offering more environmentally friendly packaging options for food (68%).
  • An interesting finding from the survey concluded that compared to Canadians aged 24+, younger Canadians are significantly more likely to say they actively seek out grocery stores, restaurants, and recipes that offer plant-based or meat alternative options.
Visit the Canadian Centre for Food Integrity website to download the full 2020 research report.

Programs Supporting Sustainability:

Manitoba strives to grow its agriculture industry in an environmentally responsible and sustainable manner.

Manitoba supports a number of programs and activites that encourage the development and implementation of sustainable production and processing of crop and livestock products.

Programs offered are designed to reduce the greenhouse gas emission intensities of the plant and animal food products produced, and conserve agricultural ecosystems through profitable and environmentally sustainable management practices.

These programs also support best management practices to increase crop and livestock production efficiencies, while sequestering more carbon into our crop and forage lands.