STAY CONNECTED: Have the stories that matter most delivered every night to your email inbox. Subscribe to our daily local news wrap.
By Jack Farrell, The Canadian Press
Health Care

Alberta government orders stop to rebranding of paramedic service provider

Jun 10, 2026 | 4:19 PM

Alberta’s minister of hospitals says she has put an end to a contentious rebranding of the province’s paramedic service provider.

Acute Care Alberta announced last month that Emergency Health Services Alberta would be changing its name to ALTA Paramedic Health.

The rebranding would see ambulances across the province be outfitted with new logos and see paramedics wearing new uniforms.

At the time, the government said the change signalled a renewed commitment to high-quality care and accountability.

Critics, including the union representing about 3,500 paramedics across Alberta, have said it was a waste of resources that should be put toward addressing working conditions and staff shortages.

Hospitals Minister Adriana LaGrange says she shares the concerns, and that’s why she’s ordered the change to be scrapped until further engagement can be done.

In a statement from Health Sciences Association of Alberta (HSAA)President Leanne Alfaro, she said she appreciates that the provincial government is listening to concerns.

“Our members welcome the Minister’s decision to halt the proposed rebrand, and we are looking forward to the opportunity for further consultation on any proposed changes, including uniforms and branding,” Alfaro said. “Our EMS members are proud of the care they provide to Albertans and proud of their identity as first responders. Throughout this process, they have consistently emphasized the importance of focusing resources and attention on strengthening emergency care and supporting the retention and recruitment of professionals who deliver that care every day.”

–With files from rdnewsNOW staff

This report by The Canadian Press was first published June 10, 2026.

by Jack Farrell, The Canadian Press