ALMA helps Alberta athletes ‘fuel up’ for 2010 Olympics
December 7, 2009
ALMA News Release
Edmonton… Accepting a medal at the 2010 Winter Olympics is the dream of every Canadian Olympic hopeful. Helping the athletes reach that goal are Alberta’s egg, beef, pork and turkey producer organizations, through a partnership with the Canadian Sport Centre Calgary (CSCC) and the Alberta Livestock and Meat Agency (ALMA).
To maintain their rigorous training schedules, these elite athletes need to fuel their muscles with high-quality protein. The Fuel for Gold (FFG) program - a subsidized lunch program for CSCC registered athletes – delivers healthy, protein-filled meals using locally produced egg, beef, pork and turkey. Through its Industry Development program, ALMA’s contribution of $120,000 over three years helps provide a 50 per cent discount on the meals. Of the total amount contributed, $80,000 was carried over from the Alberta Livestock Industry Development Fund.
“Providing optimal nutrition is fundamental to achieving podium performances,” says Kelly Anne Erdman, Registered Dietitian for the CSCC. “Athletes know the importance of eating well; it has a direct effect on their training response and health.”
From an athlete’s perspective, “having access to this program is going to give Canada’s athletes a ‘nutritional’ edge,” says Olympic gymnast Kyle Shewfelt.
The program partners hope to make the connection between performance and nutrition, increase consumer awareness and knowledge, and decrease the amount of products that are imported by showing the benefits of Alberta-produced protein products.
In its second year, the Fuel for Gold program feeds more than 300 of the CSCC’s 500 registered athletes as well as athletes visiting the facility from other provinces. According to the CSCC, the athletes like the program and have asked that it be brought to their training facilities in B.C. With a variety of high-protein food choices, the FFC lunch program is hitting the mark with athletes.
Jeremy Wotherspoon, Olympic speed skater certainly appreciates the FFG program and says, “I eat at Fuel for Gold every day. Eating great food right after training is helping me recover faster and train harder.”
“We were happy to continue contributing to this program as it supports one of ALMA’s key priorities of demand,” says Gordon Cove, ALMA President and CEO. “This program is a success because consumers see the positive benefits of eating Alberta egg, beef, pork and turkey.”
For the athletes, “The Fuel for Gold program is one more piece of the puzzle that will help us reach our ultimate goals,” said Clara Hughes, Speed Skating Olympic Gold Medalist.
ALMA focuses on achieving an internationally competitive and profitable livestock and meat industry. It has a $30-million suite of programs aimed at helping move the industry forward. Its five programs include: international market development; value-added market development; automation and lean manufacturing; business and product development; research and development; industry development; and on-farm technology adaptation.
For more information on ALMA, visit www.alma.alberta.ca. Visit www.canadiansportcentre.com for more information on the Fuel for Gold program.
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December 7, 2009
ALMA News Release
Edmonton… Accepting a medal at the 2010 Winter Olympics is the dream of every Canadian Olympic hopeful. Helping the athletes reach that goal are Alberta’s egg, beef, pork and turkey producer organizations, through a partnership with the Canadian Sport Centre Calgary (CSCC) and the Alberta Livestock and Meat Agency (ALMA).
To maintain their rigorous training schedules, these elite athletes need to fuel their muscles with high-quality protein. The Fuel for Gold (FFG) program - a subsidized lunch program for CSCC registered athletes – delivers healthy, protein-filled meals using locally produced egg, beef, pork and turkey. Through its Industry Development program, ALMA’s contribution of $120,000 over three years helps provide a 50 per cent discount on the meals. Of the total amount contributed, $80,000 was carried over from the Alberta Livestock Industry Development Fund.
“Providing optimal nutrition is fundamental to achieving podium performances,” says Kelly Anne Erdman, Registered Dietitian for the CSCC. “Athletes know the importance of eating well; it has a direct effect on their training response and health.”
From an athlete’s perspective, “having access to this program is going to give Canada’s athletes a ‘nutritional’ edge,” says Olympic gymnast Kyle Shewfelt.
The program partners hope to make the connection between performance and nutrition, increase consumer awareness and knowledge, and decrease the amount of products that are imported by showing the benefits of Alberta-produced protein products.
In its second year, the Fuel for Gold program feeds more than 300 of the CSCC’s 500 registered athletes as well as athletes visiting the facility from other provinces. According to the CSCC, the athletes like the program and have asked that it be brought to their training facilities in B.C. With a variety of high-protein food choices, the FFC lunch program is hitting the mark with athletes.
Jeremy Wotherspoon, Olympic speed skater certainly appreciates the FFG program and says, “I eat at Fuel for Gold every day. Eating great food right after training is helping me recover faster and train harder.”
“We were happy to continue contributing to this program as it supports one of ALMA’s key priorities of demand,” says Gordon Cove, ALMA President and CEO. “This program is a success because consumers see the positive benefits of eating Alberta egg, beef, pork and turkey.”
For the athletes, “The Fuel for Gold program is one more piece of the puzzle that will help us reach our ultimate goals,” said Clara Hughes, Speed Skating Olympic Gold Medalist.
ALMA focuses on achieving an internationally competitive and profitable livestock and meat industry. It has a $30-million suite of programs aimed at helping move the industry forward. Its five programs include: international market development; value-added market development; automation and lean manufacturing; business and product development; research and development; industry development; and on-farm technology adaptation.
For more information on ALMA, visit www.alma.alberta.ca. Visit www.canadiansportcentre.com for more information on the Fuel for Gold program.
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