The AWMDA has struggled with the loss of membership, and producer interest and involvement has waned severely due to recurrent market restrictions spurred by political reactions to CWD . However, the Board is determined to rebuild the industry and a recovery plan has been set in motion.

The following business plan and strategy was approved by the AWMDA Board of Directors in September 2005.


The 5 year plan has five primary goals:
  1. Develop a full spectrum of beneficial accessible markets based on utilization of the whole animal.
  2. Expand the opportunities available to producers for market access and to ensure optimum production levels and efficiencies.
  3. Increase confidence and awareness of the industry and of the Association principles, values and ethics.
  4. Create a self-sufficient, effective organization that instills confidence in the Association and its members, with strong government relations that pursues the current and future needs of the industry.
  5. Inspire confidence in the future of deer farming by supporting member producers, encouraging confirmation from key stakeholders, encouraging new producers and investment, and demonstrating the potential of the industry in Alberta.

For each goal, a detailed work plan including budget projections is outlined in the Business Plan. Timelines will be dictated by funding and resources available over the next 5 years, as well as world trade concerns and consumer demands and producer participation and cooperation.