Canada’s Agri-food Opportunity: The Road to $25 Billion Episode 1 - The Road to $25 Billion
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Apr 15, 2024 Bill Greuel, CEO of Protein Industries Canada, and Frank Hart, former Board Chair, dive into Canada's ambitious vision for the agri-food sector. They explore how Canada can leverage its unique crop mix to boost ingredient manufacturing and meet growing global plant protein demand. The pair discuss necessary shifts in policy from commodities to value-added production, while tackling challenges around infrastructure and scaling. They also highlight the benefits for farmers and communities, advocating for strategic support to realize the $25 billion goal.
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$25B Opportunity From Value-Added Shift
- Canada can capture $25B by moving from commodity exports to value-added plant protein ingredients and products.
- This shift supports food security, lowers emissions, and could create ~17,000 new jobs.
Infrastructure Built For Commodities, Not Ingredients
- Canada's prairie system is optimized for moving raw commodities, not ingredient manufacturing near origin.
- Building next-generation ingredient plants near production is the key emerging opportunity.
Canada's Natural Competitive Advantages
- Canada holds natural advantages: a unique crop mix, low carbon footprint, innovation-savvy farmers and geopolitical stability.
- These strengths make Canada attractive for investment despite global competition.