PROTEIN BEEF AND PLANT ROUNDTABLE POLICY REPORT PROTEIN: STRONGER July 2022 TOGETHER Emma Windfeld*, John Bailey, Elena Vinco and Shawn Wiskar * Corresponding author www.policyschool.ca PROTEIN ROUNDTABLE POLICY REPORT BEEF AND PLANT PROTEIN: STRONGER TOGETHER Emma Windfeld, John Bailey, Elena Vinco and Shawn Wiskar EXECUTIVE SUMMARY Governments should look at the beef and plant protein industries. [...] The synergies between the sectors can be used to present a strong, sustainable, trusted brand for the Canadian protein market, both domestically and internationally, driving investment for infrastructure and innovation that could improve Canada’s global position for protein production and export. [...] Discussing the challenges and opportunities for the beef and plant protein industries, the participants agreed that working together would offer many benefits. [...] By presenting a united front, the protein industry has a better chance of lobbying governments for mutually beneficial changes, attracting more investments for infrastructure to increase efficiency and reliability, educating consumers on the synergies between the industries and branding Canadian protein as a sustainable, reliable and abundant market. [...] Branding is a key factor in the protein market — consumers, investors and governments need to see the plant and beef protein sectors as partners, not competitors.
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- Canada
