In 1999, the Alberta Reindeer Association (ARA) was formed to develop and promote a reindeer farming industry in Alberta (Canada). Reindeer were first introduced into Alberta in the early 1970’s when they were imported from the Northwest Territories. Currently, the Association has numerous members raising hundreds of reindeer.

Raising reindeer on Alberta farms offers attractive opportunities for agricultural diversification. Reindeer have been domesticated and herded for thousands of years and offer a number of benefits. They are low-maintenance, easy-handling and relatively disease-free animals. They easily tolerate and thrive in the Alberta climate. Reindeer offer multiple products – low-fat meat, velvet antler, trophy animals for harvesting preserves, robes, hides, shed antlers and so on. In addition, they are in demand for parades, commercials, movies and other promotional and tourism activities. Reindeer farming is environmentally sustainable and can be done on marginal land not suitable for other agriculture.

The risks associated with reindeer farming are similar to other livestock operations: price stability, availability of breeding stock, lack of infrastructure for meat processing, regulatory environment and natural disasters.

The vision of the Alberta Reindeer Association is to develop a profitable and sustainable reindeer farming industry that will strengthen and contribute positively to a diversified agricultural economy of Alberta.

The goals of the Association for the next five years are to:

1. promote and expand reindeer farming in Alberta; 
   
2. expand significantly the markets for reindeer and reindeer products and services;
3. increase awareness and knowledge of reindeer farming among producers, consumers, industry advisers and the general public
4. undertake a research and development program to promote and advance the reindeer industry;
5. create and sustain a favourable regulatory environment; and
6. manage the Association in an effective and efficient manner for the benefit of its members and the reindeer farming industry.

ARA has identified seven short-term priorities that it wanted to accomplish in the next two years. These are:

1. developing a logo and preparing a general information brochure; 
   
2. getting LIDA amended to include reindeer in the regulations;
3. helping members sell their reindeer;
4. having research done on reindeer production, health and management;
5. raising funds for the Association;
6. expanding membership; and
7. providing information, education and services to members.

The Association plans to develop and implement a promotion and communications campaign to various target audiences. The communications goals are to:a) increase awareness of the opportunities and benefits of reindeer farming; b) enhance level of knowledge and skills among reindeer farmers; c) foster confidence and support for the industry; and d) positively affect purchasing decisions. A range of communications strategies and activities were identified and will be undertaken as resources and time permit.

The Alberta Reindeer Association has identified a number of indicators that it will use to measure success in achieving this Business Plan. In addition, the Plan will be reviewed at the Annual General Meeting and appropriate adjustments and revisions will be made.

The ARA will continue operating with a volunteer board and executive until the Association expands and significant funding becomes available. Support and professional help may be contracted as needed.