ProteinMB Associate E-News: February 2025

February 2025 ProteinMB Associate e-News

ProteinMB is a voice and hub for sustainable protein. We work with the sector to implement the collaborative Manitoba Protein Advantage (MPA) Strategy Action Framework.

The ProteinMB Associate E-News is your go-to source for Industry Updates and Trends, ProteinMB Engagement Opportunities, Event Listings, Funding Opportunities, Resources and updates on the implementation of the Manitoba Protein Advantage (MPA) Action Framework.

Hello ProteinMB Associate,

ProteinMB is pleased to welcome Justin Beaudry, Senior Relationship Manager with Farm Credit Canada to the Sustainable Protein Board. Board members met on Canada’s Ag Day to discuss program updates, the Value Chain Pilot Project, impacts of tariffs to the protein sector and champions for the 10 strategic areas of sustainable protein.

As the tariff measures unfold, ProteinMB remains committed to working alongside Canadian Manufacturers & Exporters (CME), our Associates, and strategic partners to ensure that the voices of Manitoba’s protein sector are heard at the provincial and federal levels. Our goal is to amplify industry concerns and advocate for policies that support growth, competitiveness, and stability for Manitoba’s protein producers and processors. To do that effectively, we need to hear from you. If your business is affected by these tariffs, or if you have insights to share on how they could impact Manitoba’s protein industry, we encourage you to share with us. Your feedback will help shape our advocacy efforts and ensure that decision-makers understand the real-world implications for our sector.

CME has several resources available to keep you informed. The Manufacturer Information Hub provides near real time updates on the tariffs and their impact on industry. They are also hosting a webinar titled: Country Of Origin – Understanding Challenges and Opportunities which will be available to ProteinMB associates. The webinar will be discussing country of origin complexities, tariff engineering and offering a frame of reference for its implications. Please contact us directly at info@ProteinMB.ca to share your perspectives.

We will be amplifying the protein industry here in Manitoba through profiling ProteinMB Associates through our communication channels over the upcoming weeks and months. Let us know if you would like to be featured through our communication channels.

Check out our upcoming engagements section of the e-news for opportunities to collaborate and help shape ProteinMB collaborations for 2025-2026 by participating in the upcoming ProteinMB Partnership Forum on April 11. Register your interest here.

Thank you for being a part of ProteinMB. Together, we’re driving the future of sustainable protein.

Best,
Jillian Einarson
Executive Director
ProteinMB

Welcome to Associate Showcase, where we highlight the incredible work of our diverse network of ProteinMB Associates. Each month, we will spotlight an organization or individual making waves in the sustainable protein ecosystem. From innovative practices to industry leadership, these showcases are a chance to celebrate and learn from the contributions of those driving positive change and shaping the future of sustainable food production.

This month's associate showcase is Agriculture in the Classroom Manitoba (AITC-M)!

AITC-M are a non-profit, charitable organization dedicated to developing curriculum-linked programs, resources and activities for educators and students to learn more about the importance of agriculture in Manitoba.

AITC-M envisions a future where:

Every student knows where and how their food is grown
Every educator has the tools to inspire tomorrow's innovators, consumers and decision-makers
Every Manitoban understands the issues and challenges our province's largest industry faces in its efforts to nourish the world safely and sustainably

The month of March is Canadian Agriculture Literacy Month (CALM)! AITC-M helps organize volunteers with grades 2, 3, and 4 classrooms across Manitoba. The classes receive an in-person visit from a farmer or agriculture professional, a hands-on agriculture activity and an agriculture themed book for the classroom. The students build stronger connections to the food they eat and develop a deeper appreciation for the role agriculture plays in their lives. The ProteinMB team is excited to volunteer for CALM next month!

AITC-M and ProteinMB collaborate in the strategic areas of Workforce, Working Together, and Soil, Ecosystems, and Biodiversity.

Read the full article below

Protein Power: Strengthening Manitoba’s Agricultural Future with AITC-M
By: Tanis Chalmers, Engagement and Development Manager, AITC-M

Manitoba’s Sustainable Protein Advantage strategy is comprised of Ten Strategic Areas of Sustainable Protein. These areas were developed as the Sustainable Protein Impact Map: A Collaborative Action Framework, which provides the strategic direction in how we will meet the industry’s ultimate goal.

Branding, Marketing and Communications (BMC)

Manitoba Food Ingredient and Product Directory

The government of Manitoba has released the Manitoba Food Ingredient and Product Directory App. It is a free marketing tool designed to build awareness for Manitoba food and beverage manufactures’ products, and make it easier for local, domestic and international buyers to source Manitoba food ingredients and products. The directory can be found here.

If you are not listed and would like to be included, please contact Katherine Sawchuk @ kathy.sawchuk@gov.mb.ca or 204-871-5015.

Finance (FI)

Agristability sessions

Agriculture and Agri-Food Canada (AAFC) are hosting two free webinars focused on Agristability and AgriInvest programs. These sessions will provide insights on the Agristability and AgriInvest programs, important changes for the 2025 program year, and how you may benefit from participating. The Agristability session is on March 12th at 11 a.m. CST and the AgriInvest session is on March 19th at 11 a.m. CST.

For more information and to register, click here.

Information & Knowledge (IK)

Manitoba Ag Days

ProteinMB attended Manitoba Ag Days in January. The event was packed with opportunities for knowledge transfer, networking, and highlighting Manitoba’s agricultural leaders. The week kicked off with an inspiring keynote at the Assiniboine College Ag Partnership breakfast. We were thrilled to catch up on AC’s latest initiatives and hear from proud AC alumni. One of the exhibition highlights was Produced on the Prairies panel, featuring Nerbas Bros Angus, The Butchery on Main, Engrained Flour, and the Brandon Food Rescue Store. Their inspiring stories showcased how they are advancing Manitoba's Protein Advantage Strategy and driving sustainability in the protein sector. The FCC Pavilion was another standout, providing a fantastic space to engage with MB-made products and foster connections across the industry.

Crop Connect

The 2025 Crop Connect conference featured phenomenal keynote speakers and informative breakout sessions over the course of two days. The conference kicked off with Bill Wirtz explaining Europe’s agriculture reforms. The breakout sessions following the keynote provided attendees with informative presentations on employment law, putting farm tech to work, identifying N uptake efficiency in our crops, and AgLaunch. AgLaunch is a program focused on accelerating startups in agriculture and pairing them with real farms to test their product/program. Michael Landsberg gave a moving keynote presentation on mental health the following day.

Innovation (IN)

Discover the SR&ED Program: A 101 overview

World Trade Centre Winnipeg and Manitoba Environmental Industries Association (MEIA) are co-hosting a webinar on Scientific Research and Experimental Development program (SR&ED). This program is one of Canada’s premier incentive programs, designed to assist businesses of all sizes and sectors that conduct research and development in Canada. This webinar is on February 27th at 12pm.

For more information and to register, click here

Monitoring, Measuring and Verification (MMV)

ESG Reporting Focus Group

Food and Beverage Manitoba has launched an initiative to develop practical tools and processes to support companies’ ESG and sustainability journeys. They will host quick, in-person sessions to hear your experiences, concerns, and needs. These sessions will be held on Tuesday February 25th any time between 9:00 am – 10:00 am and 1:30pm – 2:30 pm.

For more information and to register, click here

Canadian Alliance for Net Zero Agri-Food (CANZA)

CANZA announced a $4-million project to develop technology for measuring, reporting and verifying soil carbon. This initiative, funded by Agriculture and Agri-food Canada, Maple Leaf Foods Inc. and Nutrien, aims to help farmers get compensated for their climate-smart farming practices. This project advances the Measurement, Monitoring and Verification (MMV) strategic area.

Policy and Infrastructure (PI)

Manufacturer Information Hub – Trade & Tariffs

CME has created an information hub on tariffs. This hub houses any news, letters, press releases, survey results, advocacy efforts, and fact sheets related to tariffs. The information hub can be found by clicking here.

Sustainable Protein: The Industry (SP)

By-Product Roundtable

ProteinMB is actively driving innovation in by-product utilization, hosting an upcoming By-Products Roundtable on March 17 and launching a Working Group focused on leveraging the Manitoba By-Products Directory.

We encourage all protein producers and processors to self-identify their by-products on the directory as we prepare to enhance the data this spring.

For more information on these initiatives, contact info@proteinMB.ca. Let's maximize the value of Manitoba’s protein ecosystem together!

Sustainable Protein Consortium of Food Processors

The Sustainable Protein Consortium of Food Processors convened on February 19 at Manitoba Harvest to explore Marketing Sustainability and Public Trust. Through a facilitated session led by Public Trustworks, members engaged in a hands-on exercise to refine their approach to communicating sustainability effectively to their customer base. The discussion sparked a critical reflection: What is the power of the ProteinMB brand, and how can we best communicate its value within our ecosystem? As we continue to build a trusted and sustainable protein sector, these conversations will shape our collective strategy moving forward.

Sustainable Protein Consortium of Emerging Food Processors

ProteinMB will be launching a new consortium of small to medium sized food processors starting in April. If you are interested in joining please reach out to us at info@proteinMB.ca

Working Together (WT)

WO ININA

ProteinMB was honored to attend WO ININA 2025, a gathering led by the National Circle for Indigenous Agriculture and Food (NCIAF) to strengthen Indigenous food sovereignty. The event showcased the power of Working Together. Key takeaways included advocates and leaders sharing their experiences and strategies for reclaiming food sovereignty, NCIAF highlighted its impact in advancing food security and supporting Indigenous agricultural leadership and discussions emphasized the need for continued investment, policy support, and reconciliation-driven initiatives. A standout example of collaboration was Sioux Valley Dakota Nation’s partnership with NCIAF at their FACTS Camp, fostering hands-on learning and sustainable food systems.
Watch their story: https://www.youtube.com/watch?v=R3ba-2VMGuI

Artificial Intelligence for Manufacturers

Canadian Manufacturers & Exporters are providing insightful module sessions showcasing the practical applications and advantages of Generative AI in the business landscape. These modules will go over how Generative AI can revolutionize your organizations efficiency from automating repetitive tasks to enhancing creativity. There are 20 modules each lasting 3-5 minutes.

For more information and to register, click here

CanExport - SME's

The government of Canada will be reopening its CanExport SME’s program for the 2025-2026 fiscal year soon. This funding helps companies grow into global markets. To see if your company is eligible, what activities they fund, and updates on when the program officially reopens, please click here.

Export Development Program

The government of Manitoba is committed to helping Manitoba's small and and medium-sized business community diversify export opportunities, build new international trade relationships, and bring Manitoba’s products and services to the world. Through the program, your company may be eligible for financial support to cover a portion of expenses related to tradeshows and trade missions.

For more information and to apply, click here.

Livestock Predation Prevention Program - Predator Resistant Fence Construction

The purpose of funding is to accelerate adoption of non-lethal, on-farm measures that reduce the risk of livestock predation by wolves, coyotes, bears, and other predators. The Funding is available for the construction of predator resistant fencing at calving areas, pastures, extending grazing areas, and deadstock compost sites. The application deadline is Feb. 27, 2025.

For more information and to apply, click here

Pulse Discovery Sessions

Pulse Canada is hosting an online course that will provide valuable insight on overcoming pulse ingredient flavour challenges directly from leading North American researchers as they share their latest discoveries to help enhance pulse flavour and meet consumer expectations. Key topics include key seed compounds, breeding & genetics, processing technologies & ingredient modifications, and food formulation. The first live session is at 11 am CST on February 25th.

For more information and to apply, click here

Support Manitoba. Buy Local.

The Manitoba government launched the Support Manitoba Buy Local initiative early in February. This initiative highlights local food and beverage businesses in Manitoba and is encouraging Manitobans to support locally produced food and beverages to help safeguard our economy against the potential impacts of US tariffs. The hub page has several tools to help Manitobans buy local by providing a list of groceries and food retailers, non-food retailers, and Winnipeg-specific resources.

For more information, click here