Associations Energy & Mining Industry October 2024

Mining Association of Manitoba Inc. (MAMI) – Manitoba, Canada

October 30, 2024

Mining Association of Manitoba Inc. (MAMI)

Drilling Growth and Sustainability in Manitoba’s Mining Industry

Utilizing innovation, sustainability, and strategic partnerships, putting Manitoba back on the map as a top destination for resource development.

For over eight decades, the Mining Association of Manitoba Inc. (MAMI) has been the definitive voice for the province’s mining industry. By promoting collaboration among its member firms, government entities, Indigenous groups, and the broader public, MAMI represents the collective interests of this vital sector. Its efforts focus on advancing the industry, advocating for sustainable practices, and ensuring that the economic benefits of mining are shared across Manitoba.

“Manitoba is in an unprecedented time of exploration – on the cusp of a minerals boom,” says Stacy Kennedy, MAMI’s President. “These projects require incredible development investments and in turn generate significant employment opportunities and other benefits for all Manitobans.”

The numbers paint a compelling picture of mining’s impact on the province. Manitoba’s rich deposits of metallic minerals generated $1.1 billion in value, with zinc taking the lead at 35.6%, followed by nickel, copper, and gold. Additionally, the province’s industrial minerals contributed a hefty $287.8 million. The industry is a significant driver of Canada’s mineral production, supplying 37% of the country’s zinc and notable portions of nickel, copper, gold, and silver.

Kennedy emphasizes the broader implications of this mineral wealth. “Our key commodities—gold, copper-zinc, nickel, lithium, and rare metals—position Manitoba as a crucial supplier for high-demand resources, especially in the production of solar panels, electric vehicles, and batteries,” she explains. This strategic role is increasingly important in a world pivoting towards renewable energy and sustainable technologies.

In 2021, the value of mineral production in Manitoba soared to $862 million, reinforcing the province’s status as a powerhouse in the Canadian mining sector. Beyond the impressive figures, the industry provides rewarding careers to approximately three thousand Manitobans, supporting not just individuals but entire families and communities. The significance of these jobs represents a link between the province’s natural resources and its long-term prosperity.

A Shift Toward Sustainable Mining

The mining industry in Manitoba is undergoing a significant transformation, with a strong emphasis on sustainability and technological innovation. As global demand for green technologies surges, the sector is increasingly focusing on electrification and achieving net-zero emissions.

“Everything that people are doing in the workplace is being improved with the transition to electric vehicles—underground scoop trams, trucks, and personnel carriers,” Kennedy explains. She describes the immediate impact of these advancements, noting, “With these vehicles, there’s no noise, and they are clean with no emissions in our underground work environment.” The transition to electric vehicles in mines enhances worker safety and comfort while significantly reducing the industry’s carbon footprint.

Kennedy is particularly enthusiastic about how the pursuit of net-zero targets is influencing the sector in ways that go beyond just environmental impact. “Mining has improved with changes in other technology, such as operating on remote, autonomously central blasting,” she says. “This technology removes workers from any potential hazards,” enhancing safety protocols and ensuring that workers can perform their duties without exposure to dangerous conditions.

As the industry pivots towards sustainability, MAMI sees itself as pivotal in this transition. Kennedy asserts, “It’s achievable with a continuous focus on lowering emissions and advancing clean and green technologies and processes to improve our operations, work environments, and contributions to the economic and social fabric of our communities.” This ambition aligns with a broader industry trend to adopt environmentally responsible and socially beneficial practices.

Amplifying the Industry’s Voice

In an unprecedented move to raise awareness and promote the mining industry’s contributions, MAMI launched a significant communications campaign called “Uncover Prosperity Manitoba” (UPMB). This initiative, backed by the provincial government, educated the public on the critical role mining plays in Manitoba’s economy and the strides the industry is making toward sustainability.

“Our campaign was a huge success,” Kennedy remarks. “We reached thousands of Manitobans that were unaware of our industry and its contributions to the province and, quite frankly, the country.” This effort marked a significant milestone for MAMI, as it was the first time the association had rolled out such an extensive public engagement initiative. The campaign spanned various platforms, including radio, television, online media, social media, print, and even transit ads, from January through April 2024.

The campaign’s impact was substantial. Over just over three months, UPMB achieved over 71 million ad impressions through traditional advertising channels like TV, radio, and billboards. Digital ads across 13 platforms racked up an additional 56 million impressions, with the average Manitoba user encountering the campaign 8 to 20 times. “We moved the yardsticks forward on understanding the benefits of resource extraction in Manitoba,” Kennedy continues, “as well as the care and environmentally sustainable approach we are pursuing.”

Not only did the campaign generate widespread visibility, but it also drove a significant amount of traffic to its website. With more than 124,000 visits, the site recorded above-average engagement rates for a public trust campaign, indicating a strong interest in learning more about the industry. This kind of public engagement is crucial for an often misunderstood industry. MAMI’s initiative helped demystify mining for the general public, highlighting its economic benefits and the industry’s environmental stewardship.

Central Canada Mineral Exploration Convention: A New Era

This November, Winnipeg will play host to the 2024 Central Canada Mineral Exploration Convention (CCMEC), a marquee event in the mining sector and the largest of its kind in the region. MAMI is at the helm of organizing the convention for the first time, taking over from the dedicated volunteer board that had managed it for years. The association aims to expand the reach and impact of the event, building on the success of previous years and attracting even more attendees than the 750 who participated last year.

“MAMI is very pleased to be running CCMEC this year,” Kennedy states. “We look forward to building on the solid reputation the previous volunteer team created.” The convention presents an invaluable opportunity for industry stakeholders to come together and discuss current issues, share insights, and explore opportunities for the sector in Manitoba and surrounding jurisdictions. By bringing in experts and participants from across the country, MAMI ensures a diverse and comprehensive dialogue about the future of mining in Central Canada.

One of the critical features of this year’s convention is Indigenous involvement. “There will be a strong Indigenous component for this year’s convention,” Kennedy highlights, “and we are delighted to work with several communities in bringing forward many relevant topics.” This focus shows the industry’s recognition of the importance of collaboration and partnership with Indigenous groups in resource development and the broader conversation about sustainable practices and community engagement.

The event is offering a robust lineup of sessions, panels, and networking opportunities with meaningful discussions on the sector’s pressing challenges and emerging trends. “MAMI is featuring 16 technical sessions with over 40 industry experts, two keynote speakers, 140 exhibitors, plus sponsors and government representatives to join us for the two-day convention,” Kennedy notes. “We welcome everyone to Winnipeg November 4-5.” The association’s ambition to grow the event will advance the industry’s interests and create a space where stakeholders can come together to drive innovation and sustainable growth in mining.

Strengthening Indigenous Partnerships

MAMI has also been actively working on a comprehensive Indigenous Engagement initiative, focusing on building relationships with northern Manitoba First Nation communities and the Manitoba Métis Federation. With the backing of the Manitoba Government, this outreach will support mining activities while ensuring that local communities are directly involved and benefit from the sector’s growth.

“The level of interest from Indigenous communities in the North has been very strong,” Kennedy notes. “There is growing interest to learn more about the opportunities resource extraction can bring to the region.” This enthusiasm highlights a shared recognition of the potential benefits mining can offer, including economic development and job creation. However, the engagement is not just about presenting opportunities; it’s about building a partnership grounded in mutual understanding and respect.

Kennedy points out the importance of this collaboration, saying, “MAMI is growing its relationship with communities, which is vital for any new mining initiatives.” The association acknowledges that meaningful progress in the sector requires consent and the active involvement of Indigenous groups. “This engagement is a two-way process,” Kennedy emphasizes. “We are learning about priorities from communities and identifying ways to improve planning and communication going forward.”

Manitoba’s Rising Profile in Mining

Recent developments have positioned Manitoba as a rising star in the mining sector. The province made a significant leap in the 2023 Fraser Institute Survey of Mining Companies, breaking into the top 10 and securing the 6th spot—an impressive climb from its previous 14th-place ranking. This advancement is a nod to the province’s resource potential and the concerted efforts of MAMI, its members, and the provincial government to create a more favorable environment for mining investments and operations.

“MAMI’s advocacy played a key role in helping move the ranking up for Manitoba in the latest Fraser Institute report,” says John Morris, Co-Director at MAMI. This surge in the rankings is no small feat, considering the competitive nature of the global mining industry. It emphasizes the effectiveness of MAMI’s strategies in championing policies and practices that enhance Manitoba’s appeal to investors and mining companies alike.

Morris also highlights the broader implications of this achievement. “Manitoba is back on the map for mining in Canada,” he asserts, “and we are going to continue our work moving our province forward.” This upward momentum signifies a renewed focus on growth, innovation, and responsible development in Manitoba’s mining sector, as well as an indication of the province’s robust support of the industry through thoughtful regulation, sustainable practices, and active engagement with all stakeholders.

The progress in the Fraser Institute ranking is also a nod to the effectiveness of the partnerships that MAMI has been building, whether through the recent communications campaign, engagement with Indigenous communities, or the upcoming CCMEC convention. Each of these initiatives contributes to a broader strategy of positioning Manitoba as a leader in mining, ready to capitalize on its resources while prioritizing sustainable development and community involvement.