b'PLANT PROTEIN ALLIANCE OF ALBERTAPlant Protein Alliance of Alberta:Striving for a Paradigm ShiftThe PPAAs goal is to make plant protein a key economic driver of Albertas economy. To get there, the alliance must change the industrys current mindset, thereby removing the biggest challenge to significant new investment.PLANT PROTEIN PROCESSING is one of the newerand65 or 70 per cent. When were shipping away raw products, most excitingagricultural value-added opportunities inwere shipping away jobs, were shipping away GDP, and were Alberta. Open any Canadian newspaper these days and youllshipping away intellectual capacityand then were buying it likely see a news story about plant proteins. A&W sold out of itsall back again at full cost. We can be so much more.Beyond Meat burger barely a month after it hit the menu in 2018,The PPAA exists to help build Alberta into the processing making the pea and beet-based burger the biggest ever launchpowerhouse Ammeter believes the province can be. The PPAAs for Canadas second-largest hamburger chain. Almost all othermission is to facilitate the development of a diverse, profitable fast food (and many slower food) restaurants have since jumpedand sustainable plant protein and plant ingredient processing on the protein alternative bandwagon, unveiling their own non- industry in Alberta: in short, to position Alberta as the single best meat menu items in speedy succession.place in the world for anyone looking to invest in plant protein Meat industry giants, including Tyson, Cargill and Mapleprocessing. Leaf, have each announced investments in alternative proteinIn addition to clean, natural resources, excellent grower R&D, products and start-up companies. Meanwhile, newexpertise, and globally-recognized food quality, Canada is announcements of plant protein investments in pet foods,uniquely positioned to capitalize on the growing demand for pharmaceuticals and beauty products hit the news daily. Withplant protein because it already grows a large volume of protein market demand for plant proteins ballooning and globalcrops. Given the cost of shipping, it makes sense to process near processing capacity still relatively low, countries around thewhere the primary products are produced.world are scrambling to draw as much processing investment asAdmittedly, China currently has a leg-up on Canada they can capture.for processing. Because China has far less stringent safety, The Plant Protein Alliance of Alberta (PPAA) wants Albertaenvironmental and social regulations, investors can build farmers to benefit from the huge and growing opportunities in plant protein fractionation and processing. Since its inception one year ago, the PPAA has been working from every angle to encourage plant protein investment in Alberta.The world is clamouring for more plant protein, says Allison Ammeter, chair of both the PPAA and Pulse Canada. The issue is not going to be whether the demand is met, but whether it will be met by processing plants in Canada. Despite the mainstreaming of plant protein processing, Canada currently exports nearly 95 per cent of the agricultural products it grows as raw commodities. Im not asking for zero per cent: I still want to feed the world, says Ammeter. But I would dearly love for us to drop that to just 18seed.ab.ca'