Manitoba Protein Advantage Strategy


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.
Click here for a Guide on the Manitoba Protein Advantage Strategy and the Manitoba Protein Advantage Strategy Compendium.
Manitoba Protein Advantage Strategy
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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.
Activities![]() |
Priorities ![]() |
Stakeholder Focus Groups
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.
Quality Assurance 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.
Regenerative Agriculture Initiatives
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’.
Circular Economy Opportunities for Manitoba
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.



The Canadian Centre for Food Integrity
- 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.
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.