It has been one full year since Manitoba Crop Alliance (MCA) released its 2024-27 strategic plan. Over this last year, MCA staff have worked hard to achieve the vision set out by the board of directors and crop committee delegates. Below is a recap of the wins and challenges from MCA’s efforts to execute year one of the strategic plan. If you are interested in what the future of MCA looks like, click here to view year two of our strategic plan.

This three-year plan was developed in 2024 to consciously guide MCA’s future. The plan consists of three Big Goals that will be achieved over the next three years. The plan also consists of nine sub-goals, known as Step Goals. Each Big Goal has three associated Step Goals, which are annual benchmarks and priorities that are to be achieved in a one-year timeframe.

Big Goal #1: Innovate our communications program to increase awareness and engagement with our farmer members.

Step Goal #1: Equip MCA staff to better understand the most effective ways to engage with our farmer members.

• This Step Goal required staff to redefine how they approach communicating and engaging with farmers to ensure genuine programming impact. Step Goal #1 was completed and built a strong foundation for continued innovation of MCA’s communications program.
• Major win: MCA staff members completed additional communication training to better understand the most effective way of communicating with our farmer members.

Step Goal #2: Conduct audience research and generate ideas for engagement and awareness that can be implemented through our communications frameworks.

• Progress on Step Goal #2 has been meaningful but delayed. Due to the breadth of Step Goal #2, robust research is required to guarantee all audience inputs are folded into the development of the new communication framework.

Step Goal #3: Identify strategic communications initiatives informed by training and research that directly address the needs of our farmers members

• No progress on Step Goal #3 occurred during 2024-25.

Big Goal #2: Discover and fund ground-breaking research.

Step Goal #4: Identify key priorities for investment to build Manitoba research capacity

• MCA staff identified and met with research partners to understand Manitoba’s agricultural research capacity gaps. These meetings culminated in the identification of key gaps and potential solutions.
• Major win: three priorities for support were identified and brought forward to the MCA board of directors.

Step Goal #5: Secure north/south partnerships to develop mutually beneficial research collaborations and investment opportunities.

• Partnerships are key relationships that increase research capacity by leveraging talents and facilities to fulfill knowledge gaps. Corn and sunflowers were identified as the two crops with an absence of research partnerships and were prioritized in this Step Goal. Through in-person and online meetings, strong connections were established with funding organizations and research institutions.
• Major win: MCA became a voting member of the National Sunflower Association and collaborator with the North Dakota Corn Council. Both partnerships have led to MCA research priorities being fulfilled.

Step Goal #6: Expand Research on the Farm (ROTF) program.

• Over the last year, MCA’s ROTF program grew in the number of protocols offered and trials conducted. Additionally, a revamped website presentation has made it easier for ROTF trial data to be accessed and used by farmers.
• Major win: MCA introduced five new protocols for the 2025 growing season, including MCA’s first whole farm protocol.

Big Goal #3: Explore areas for bold investment that unlocks hidden potential and fuels historic progress.

Step Goal #7: Conduct a study to identify value-added opportunities in Manitoba that would open new markets for MCA commodities.

• MCA encountered several roadblocks in pursuit of Step Goal #7. As a result, this Step Goal was not completed.

Step Goal #8: Increase support to consumer outreach initiatives that educate and inspire the next generation.

• MCA worked with Agriculture in the Classroom – Manitoba (AITC-M) to build upon their already strong programing to ensure young people gain an early understanding of farming and where their food comes from.
• Major win: MCA made a historic investment of $195,000 in AITC-M’s classroom garden program. Read the full announcement here.

Step Goal #9: Conduct a “hopes and dreams” assessment with our partners in research and market development to highlight future opportunities for investment.

• MCA staff reviewed and evaluated proposals from research and market development partners. All participating organizations had a shared vision and commitment to ensuring Manitoba farmers thrive.
• Major win: MCA identified multiple new opportunities for bold investment to make historic changes for Manitoba farmers.