In 2011, the Heating, Refrigeration and Air Conditioning Institute of Canada (HRAI) will be embarking on a new strategic direction to lead the industry over the next three years. This direction will be based on the key elements that have driven the association in the past: communications that keep our members up to date on the changing marketplace, government advocacy to ensure the market is optimized for our members and their customers, educational programs that keep our industry current with changing technology and attract young people into HVAC&R as a career, and extended producer responsibility programs for our products that meet national and international environmental standards.