Read the article "Lovingly Made Ingredients Launches Plant Based Protein Facility in Calgary" from The Calgary Herald. Respond to the questions below.

Lovingly Made Ingredients launches plant-based protein facilty in Calgary

Author of the article:David Parker Calgary Herald

Publishing date:Feb 21, 2021

Concerned about health and the environment, Morten Toft Bech launched Meatless Farm Co. in the U.K. in 2018 after two years in development. It made its retail debut in 2019 providing meatless products to Sainsburys supermarkets after raising $17 million, and last September was successful with another funding round of $31 million.

Today it is the fastest growing plant-based, meat-alternative company in that country and, with a desire to be closer to the yellow peas from which it gets its protein, looked to Canada, which produced 4.2 million tonnes in 2019.

After seeking the advice of the Canadian trade office in London, it was directed to check out the Prairie provinces. We are fortunate that it chose Calgary as the place to set up a plant, thanks to our proximity to the raw product, excellent transportation infrastructure and the opportunity thanks to the team at JLL led by Chris Saunders and Austin Smith to move into an existing facility, saving valuable time.

Lovingly Made Ingredients, a sister company to Meatless Farm, is housed in a 33,000-square-foot plant at a One Property StoneRidge Industrial development on Barlow Trail N., producing textured plant-based proteins and starches to create unique properties for use in a variety of industries.

Responsible for running the Calgary company is general manager Chris Shields, who initially travelled to Calgary to check out the business climate. Impressed by the city, he has relocated here along with his wife and two children.

He had worked in production technology for both a chocolate and a baby food manufacturer before joining Meatless Farm as it 11th employee and is excited to launch the Calgary plant, shortening the journey of seed to shelf with the aim of using local crops to produce great tasting food ingredients in the most sustainable way possible.

The plant uses protein concentrates, fibres and starches from yellow peas primarily from AGT Foods and Parrheim Foods in Saskatchewan

In Calgary, they are processed through a high-pressure water twin-extruder, with a current capacity of producing 18,000 tonnes of protein per year.

Shields say there is ample room for a second line, and plans are for the Calgary operation to manufacture meatless chicken nuggets, snack foods and pet foods. He is also looking to reduce the use of plastic by producing his own fibre-based packaging.

He currently has a staff of 11 here in operations, sales, research/product development and administration, and expects to hire two more employees next month.

Sales manager Lindsay Sutton says much of our Canadian agricultural product is shipped overseas and returned in the form of ready-to-eat packaged goods. Lovingly Made Ingredients wants to work with farmers in Alberta and Saskatchewan to use their crops to make locally made foods for sale to retailers and restaurants.

It represents a good potential new-growth industry for Calgary, with a positive effect up and down the supply chain, through knowledge at the farm level all the way to the consumer.

U.K. Meatless Farm products are sold in Europe, Australia, Singapore, the U.S. and Eastern Canada, and will be on shelves here later this year.

The article outlines Lovingly Mades plans to grow from a food ingredients company, supplying other businesses with ingredients, to a company which could produce its own line of consumer packaged foods. This growth strategy would be an example of _____________.

Question 31 options:

A)	Product Development

B)	Market Penetration

C)	Diversification

D)	Market Development

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Currently Lovingly Made is a ______ company, but a decision to produce its own line of ready to consume products would also make it a _______ company.

Question 32 options:

A)	Production; Sales

B)	Production; Societal

C)

B2B; B2C

D)

B2C; B2B

Question 33 (1 point)

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Which of the following would be the most accurate/effective value proposition for Lovingly Made?

Question 33 options:

A)	Lovingly Made makes food products with love.

B)	Lovingly Made helps food businesses grow, using state of the art technology, agricultural experience, strategic thinking, and great prices everyone can afford.

C)	Lovingly Made makes plant-based protein.

D)	Lovingly Made produces textured plant-based proteins and starches to create unique properties for use in a variety of industries. Our aim is to use local ingredients and produce great tasting food ingredients in the most sustainable way possible.

Question 34 (1 point)

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Who is Lovingly Mades target market?

Question 34 options:

A)

Vegans

B)	Manufacturers of plant-based protein consumer food products

C)

Farmers

D)	Overseas manufacturers

Question 35 (1 point)

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Which of the following provides the most accurate SWOT analysis of the company, Lovingly Made?

Question 35 options:

A)	Strength: Demand for plant-based protein; Weakness: Lack of capital; Opportunity: Financial resources provided by sister company; Threats: Economic decline

B)	Strength: Proximity of facility to agricultural source; Weakness: Stagnant economy; Opportunity: Financial resources of sister company; Threats: Inexperience in local/national market

C)	Strength: Financial resources of sister company Meatless Farms; Weakness: Lovingly Made is new to North America, and must establish itself; Opportunity: Increasing demand for plant-based protein; Threats: Larger companies pose a competitive threat

D)	Strength: Potential for new growth industry in Calgary; Weakness: Business model is reliant upon single agricultural crop; Opportunity: No other companies currently harvesting yellow peas; Threats: Canadian Trade Office - London