About Manitoba Crop Alliance

Mission, Vision & Strategic Plan

Mission

For every levy dollar we collect, we maximize these resources into meaningful, independent research, valuable knowledge and targeted advocacy.

Vision

Our investments will make every Manitoba farmer member more productive and sustainable.

Strategic Plan

MCA’s 2024-27 Strategic Plan was developed by our board of directors – with considerable input from crop committee delegates and MCA staff – and includes three Big Goals we want to achieve within the plan’s three-year duration. Each Big Goal also has three corresponding Step Goals, annual benchmarks that reflect our short-term direction and priorities.

Download MCA Strategic Plan (pdf)

Core Principles

In addition to our Strategic Plan, there are five core principles that guide MCA’s foundational work in the key areas of research and production, market development and access, advocacy, communications, fiscal responsibility, and governance.

1. Investing in Research and Production

We will deliver research, production and extension services that have a clear impact on the farms of our members. Our delegates will determine the priorities for our crop types, as well as our Whole Farm research program, to provide solution-oriented results our farmer members can implement on their farms. Funding of variety development and genetic enhancement is a core pillar of our research program.
2. Supporting Market Development and Access
3. Serving as a Voice of Farmers

We will be a voice for Manitoba farmers by sharing the impact of provincial and federal government policies on their operations and supporting research to provide solutions. We will leverage our memberships in key organizations that have a core focus on advocacy to ensure our farmer members are represented and heard. We will support consumer outreach initiatives that share factual, science-based information about agriculture and the many ways farmers prioritize safety and sustainability throughout crop production.
4. Communicating with Farmer Members
5. Maintaining a Lean and Efficient Operation

We will be guided by our board of directors with the support of our delegates within the four crop committees to ensure we are a lean and efficient organization, making strategic investments that bring value to our farmer members. We will continue to serve as an administrator of the Advance Payments Program, prioritizing high service standards for our cash advance clients.