Performance Story
The Agri-System Innovation Interface (ASII) developed by MRAC was defined as a platform on which multi-way information exchanges take place between all the members of the agri-system. The concept involved the establishment of a coordinating body that would provide a channel through which all those who participate in the production and consumption sectors of the agri-food industry can explore ideas, concerns, issues and solutions that affect the agri-system's continued ability to innovate for the good of society. Under the concept, it was recognized that the public generally, and consumers specifically, are essential participants in the agri-food system therefore it was envisioned as a two-way, free-flowing communication platform. This was a three-phased project to determine the feasibility of and develop a business plan and prospectus as means to grow the concept and build industry cohesiveness. The feasibility study focused primarily on the requirements for establishing a successful organization and organizational goals rather than specific tools or vehicles to be used to convey the organization's message. Based on discussions with those who are engaged outside of Manitoba in building bridges between agriculture and the non-agricultural public and preliminary interviews of those within Manitoba, it became clear that a funding commitment by stakeholders would be the primary barrier to making such an initiative a reality. Upon additional follow-up work, the consultants recommended that MRAC not pursue subsequent phases and alternatives were explored. Given MRAC's role as a catalyst and its intent to work with and then hand off initiatives to industry, it was clear it would not be up to MRAC to facilitate either of these roles. After exploring several alternatives, the committee decided it would be more beneficial to examine alternate approaches and close the ASII project.
