The Canadian Potato Council (CPC) commissioned a study to determine the feasibility of establishing a National Promotion and Research Agency (NPRA) for Potatoes. A NPRA is a producer organization created under the Farm Products Agencies Act with the goal to expand markets and increase sales through generic advertising and promotion programs, as well as through research into product attributes, the production process, and new products. NPRAs are funded through a national levy paid by producers and collected on imported potatoes.
There are two reasons for the creating a NPRA for potatoes. First, growers have witnessed a worrisome decline in consumption of potatoes. Second, government funding programs have changed and now typically require direct industry funding. The creation of a NPRA is a means to counteract this decline and leverage government funding programs.