Protein Industries Canada teams up with Nurasa to open Asia-Pacific doors for Canadian plant-based brands

At an event in Singapore this week, Protein Industries Canada announced a new partnership with food innovation firm Nurasa to help Canadian plant-based food and ingredient companies expand into the Asia-Pacific market. The initiative, unveiled in the presence of Canada’s Minister of Agriculture and Agri-Food Heath MacDonald, marks a strategic effort to accelerate international growth and diversify exports in one of the world’s fastest-growing regions for sustainable food.

The collaboration will establish the Asia Pacific Market Entry Program, designed to fast-track Canadian companies into Singapore and the broader Asia-Pacific region. With C$1 million (~US$730,000) committed to the program, the initiative will provide targeted support including regional market insights, product development assistance, and access to Nurasa’s advanced facilities and commercialization network.

“Canada is a leader in agricultural innovation, and Protein Industries Canada is at its forefront,” said Minister MacDonald. “This new program will help the sector realize its multi-billion-dollar potential and advance our goal of strengthening collaboration with reliable trading partners around the world.”

The initiative is part of Protein Industries Canada’s wider export development efforts under its ‘Road to C$25 Billion’ strategy, which aims to grow the country’s plant-based food, feed and ingredient sector into C$25 billion industry by 2035. The organization’s CEO Robert Hunter highlighted the scale of the opportunity in Asia-Pacific, noting that the program removes key barriers to entry for Canadian companies.

“The Asia-Pacific region represents a significant opportunity for Canadian plant-based ingredient and food companies,” Hunter said. “Through this partnership, we’re removing key barriers to market entry, helping Canadian businesses diversify their export markets and scale internationally.”

Nurasa, based in Singapore, will serve as the program’s strategic partner and implementation lead. The company brings deep regional market knowledge and a growing commercial network to the collaboration, in addition to technical expertise in product development and formulation. According to Nurasa CEO Xiuling Guo, the partnership reflects a shared mission to accelerate food innovation at scale.

“By combining Canada’s leadership in sustainable agriculture and plant-based ingredient expertise with Singapore’s strategic role as a gateway to Asia, we are proud to co-develop solutions that overcome market-entry barriers and delight consumers throughout the region,” said Guo. “This is more than a partnership – it’s a catalyst for scale, transformation toward a sustainable future, and shared food security.”

Through the Asia Pacific Market Entry Program, Canadian companies will gain access to tailored support depending on their stage of development and export readiness. The program includes three modules, providing varying levels of training, product optimization, and market entry preparation. Participating companies will also benefit from localized insights to adapt offerings for Asia-Pacific consumers and navigate regulatory requirements.

The initiative reflects a broader push from the Canadian government to support international growth in agri-food innovation. “By supporting our plant-based companies as they expand into new markets like the Asia-Pacific, we are helping them scale up, create good jobs at home, and showcase Canadian expertise on the world stage,” said the Honourable Melanie Joly, Minister of Industry and Minister responsible for Canada Economic Development for Quebec Regions.

With rising consumer demand for sustainable and nutritious products across Asia-Pacific, the program aims to position Canadian suppliers as key contributors to regional food systems. The application window is open until 15 October 2025, and the program will run until July 2027. Interested Canadian companies can apply via Protein Industries Canada’s website, while Asia-based businesses interested in sourcing or collaboration can contact Nurasa directly.