Governments of Canada and Manitoba invest over $600,000 to establish project ASPIRE hub

News release

Industry-led roundtables will support implementation of Manitoba Protein Advantage Strategy Action Plan

December 15, 2022 – Winnipeg, Manitoba – Agriculture and Agri-Food Canada

As part of its ongoing work to position Manitoba as a global leader in sustainable protein, the governments of Canada and Manitoba are investing more than $600,000 through the Canadian Agricultural Partnership (CAP) to establish a hub that supports the implementation of Project ASPIRE (Accelerating Sustainable Protein Impact and Results), Agriculture Minister Derek Johnson announced today at the Manitoba Protein Summit.

The Project ASPIRE hub will provide stakeholders the opportunity to work collaboratively at industry-led roundtables — one for each of the strategy’s 10 pillars — to identify priority actions and co-ordinate strategic activities to advance sustainable protein production and processing in the province.

The hub will be hosted by the Canadian Manufacturers & Exporters, thanks to the industry association being well-equipped to co-ordinate, catalyze and facilitate the implementation of Project ASPIRE. Canadian Manufacturers & Exporters will be recruiting expertise in the near future to facilitate industry, academia and government actions to implement ASPIRE’s objectives.


“The ASPIRE Hub is a tremendous example of protein industry stakeholders working together towards a strategic vision. Engaging the entire value-chain will improve competitiveness and long-term growth of Manitoba’s protein sector.”

- The Honourable Marie-Claude Bibeau, Minister of Agriculture and Agri-Food

“Since launching the Manitoba Protein Advantage Strategy in 2019, our government has continually supported the sustainable growth of the province’s protein industry, recognizing that positioning Manitoba as a global protein supplier of choice will benefit the profitability and competitiveness of local producers and processors and the provincial economy as a whole. Project ASPIRE — a concerted and coordinated team effort advancing the strategy — is gaining momentum, making it the opportune time to establish this hub.”

- Derek Johnson, Manitoba Minister of Agriculture 

"We are pleased to host the ASPIRE hub to bring industry leaders together to foster innovation and competitiveness to the sector. We are always looking for ways to help local manufacturers strengthen their competitive advantages and build knowledge, capacity and contacts, and this hub will do just that.”

- Ron Koslowsky, Divisional Vice President of Canadian Manufacturers & Exporters

“This initiative to advance a vision where Manitoba is the global leader for growing and  value-adding sustainable protein has been strongly embraced by protein industry stakeholders. The creation of the ASPIRE Hub provides the structure and support that enables industry stakeholders to take the lead in achieving our ambitious goals.”

- Dickson Gould, Chair of the Manitoba Protein Consortium

Quick facts

  • The Manitoba Protein Advantage Strategy launched in 2019 as a bold new approach to grow the animal and plant protein sector, aiming to attract new investments of $1.5 billion and create 1,550 new jobs by 2025. To date, the strategy has already attracted over $823 million in new investments — 55% of its goal — and created 912 new jobs — 59% of its goal. 

  • The Canadian Agricultural Partnership is a five-year, $3-billion commitment by the federal, provincial and territorial governments that supports Canada’s agri-food and agri-products sectors. This includes a $2-billion commitment that is cost-shared 60% federally and 40% provincially/territorially for programs that are designed and delivered by provinces and territories.

Associated links


For media:

Marianne Dandurand
Press Secretary
Office of the Minister of Agriculture and Agri-Food

Media Relations
Agriculture and Agri-Food Canada
Ottawa, Ontario
Follow us on TwitterFacebookInstagram, and LinkedIn
Web: Agriculture and Agri-Food Canada

Kelly McCrae
Press Secretary
Minister of Agriculture
Government of Manitoba

Page details

Date modified: