Case Studies
Major Events International's Support for Alberta's Agri-Food Sector at Tokyo 2020
Client:
Alberta Ministry of Agriculture & Forestry
Project:
Tokyo 2020 Olympics Agri-Food Sector Engagement
Timeline:
July 26, 2017 - August 24, 2017
Objective
To capitalize on the Tokyo 2020 Olympics as a unique opportunity, Alberta’s Ministry of Agriculture & Forestry partnered with MEI to assess and facilitate commercial opportunities for Alberta’s agri-food sector within the major events landscape. The project aimed to evaluate Alberta's potential to engage Japanese and international markets and develop a structured implementation plan for market entry.
Services Provided by MEI
Preparation and Analysis
MEI conducted an extensive review of the Tokyo 2020 Major Events Toolkit, initially developed to guide Alberta's commercial sector.
Recommendations were refined to present a strategic approach for Alberta-based companies.
Content and Presentation Development
Tailored presentations for both government and business audiences, with a focus on opportunities, project risks, financial implications, and success imperatives.
Topics included the nature of the Major Events market, Toolkit findings, Tokyo 2020-specific insights, and a structured action plan for Alberta’s progress in the Japanese market.
On-Ground Delivery in Alberta
MEI’s CEO led key briefings and workshops in Edmonton and Calgary, aimed at government stakeholders and industry leaders, covering actionable insights on market entry, investment requirements, and sustainability beyond single events.
Post-Event Reporting and Follow-Up
MEI compiled a draft report summarizing feedback, recommendations, and options for continued project support.
A final debrief was conducted with stakeholders to assess next steps for Alberta’s entry into the Japanese agri-food market.
Outcome
The Alberta Ministry received clear, actionable insights and a tailored strategic plan to support local agri-food businesses in leveraging the Tokyo Olympics for sustainable market entry. The project positioned Alberta’s companies to expand internationally, fostering long-term engagement in major event markets.
MEI’s expert guidance allowed us to clarify our market engagement strategy and provided invaluable insights into the unique opportunities presented by Tokyo 2020. Their structured approach and on-the-ground support were critical to this project’s success.
Alberta Ministry of Agriculture & Forestry