Manitoba’s Protein Advantage

Manitoba is home to the world’s largest pea processing facility, the world’s largest hemp processing company, the first canola protein processor in North America, and Canada’s largest bacon processing facility. Manitoba's growing demand for protein allows it to process the raw commodity as well as incorporate its manufactured ingredients into additional value-added consumer products. It is also home to cutting-edge food processing and world-class research infrastructure in the agri-food space.


The Manitoba Protein Advantage Strategy

Manitoba released the Manitoba Protein Advantage in 2019 to grow the plant and animal protein industry by creating new value for producers and processors through targeted innovation and value chain collaboration. The key objectives of the strategy are to attract new investments of $1.5 billion and create 1,550 jobs by 2025.

Click here to see the full strategy framework.




Stakeholder engagements identified 10 pillars of sustainable protein, creating the basis for the strategy’s approach. Targeted activity in each of these pillars will support Manitoba in reaching its long-term goal:

“Through strengthened collaboration and accelerated innovation, Manitoba realizes its collective and equitable potential to produce protein that is diverse, high quality, healthy and increasingly sustainable.”

The 10 pillars of sustainable protein include:

  1. Sustainable Protein: The Industry
  2. Soil, Ecosystems and Biodiversity
  3. Innovation
  4. Finance
  5. Measurement, Monitoring and Verification
  6. Working Together
  7. Workforce
  8. Enabling Policy and Infrastructure
  9. Information and Knowledge 
  10. Branding, Marketing and Communication 

Strategic Leadership of the Strategy

The Manitoba government appointed eight industry leaders to a Manitoba Protein Consortium to provide leadership and direction on projects of strategic importance and encourage stakeholder mobilization to position Manitoba as a global leader in sustainable protein and as a protein supplier of choice.

A design team of 17 representing all protein sectors and stakeholder groups co-created the strategy framework. This now acts as a strategic advisory body to provide insight and guidance into the implementation of the strategy.

Project ASPIRE is the industry-led implementation of the Manitoba Protein Advantage Strategy. Each pillar of sustainable protein will be activated through industry-led ASPIRE round tables. Targeted stakeholder consultations determine the most pressing issues related to the pillars of sustainable protein and inform the projects activated by ASPIRE round tables.

Learn more about Why ASPIRE.

Manitoba’s Protein Advantage Journey

Utilizing Challenge Dialogue Systems to Co-create the Strategy

The strategy began with a Challenge Dialogue, engaging a range of stakeholders on the challenge of advancing sustainable protein — for Manitoba, Canada and the world. The essence of this dialogue was thinking about how to innovate and prioritize approaches to responsibly feed a global population projected to reach nearly 10 billion by 2050. Several stakeholder engagements followed to shape the direction of the Strategy.


The Sustainable Protein Challenge Paper puts this challenge into context and poses critical questions. This Progress Report shares what we learned from this initial dialogue.

  • Deep-dive sessions envisioned the future of sustainable protein. This Summary Report illustrates the findings of these workshops.
  • The Manitoba Protein Consortium engaged Prairie Research Associates Inc. to facilitate eight targeted focus groups with 41 industry leaders from 40 organizations to learn more about their organization's role in advancing growth, sustainability and innovation in Manitoba’s protein industry. The discussion brought out key opportunities and issues to advance Manitoba’s protein industry.
  • After the initial development of the Strategy framework, a Sustainable Protein Innovation Forum brought together over 85 stakeholders to explore where in the Strategy their organization was active and their top priority areas.
  • Currently, industry-led ASPIRE round tables are being formed for each of the 10 pillars of sustainable protein. These working groups are in the process of developing tangible projects to activate the pillars of the Strategy.

Since 2019, the Manitoba government has hosted a protein summit to celebrate the Strategy’s progress, highlight key trends and innovations in protein, and connect with pace-setting industry leaders across the globe in the protein space.


If you have questions about Manitoba’s Protein Advantage Strategy or want to get involved with Project ASPIRE, email us at: