How much funding can be received?

Funds up to 50% of admissible expenses.

What is the deadline to apply?

The deadline to apply is 2027-09-30T00:00:00Z.

Who are the financial supporters of the AgriMarketing Program?

AgriMarketing Program is funded by Agriculture and Agri-Food Canada (AAFC), Government of Canada

What are AgriMarketing Program's eligibility criterias?

The applicant must be either a not-for-profit organization or an Indigenous (First Nation, Inuit, Métis) individual or organization. The applicant must demonstrate the ability to deliver a national and/or agriculture and agri-food sector-wide project. The applicant must be a legal entity capable of entering into legally binding agreements.

AgriMarketing Program

Last Update: July 22, 2025

Canada

Funding for agriculture and agri-food SME export activities

AgriMarketing Program at a glance

Eligible Funding

Up to 50% of project cost

Timeline

Closing date : September 30, 2027

Financing Type

Grant and Funding

Eligible Industries

Agriculture, forestry, fishing and hunting
Manufacturing

Grant Providers

Agriculture and Agri-Food Canada (AAFC)
Government of Canada

Program status

Open

Overview of the AgriMarketing Program program

Get up to $2 million in financial support over five years to pursue new markets abroad.

Financing terms and conditions

Funding is provided under the Sustainable Canadian Agricultural Partnership (Sustainable CAP), with a total program budget of $129.97 million.
If selected, applicants may receive funding up to $2 million per year, or a maximum of $10 million over five years.
Funding by Agriculture and Agri-Food Canada (AAFC) typically covers up to 50% of eligible costs, with the applicant covering the remaining 50% through cash contributions.
In-kind contributions are not eligible towards the cost-share requirement.
Specific projects targeting market diversification in the Indo-Pacific Region and led by marginalized groups may receive enhanced funding, with AAFC contributing 70% and the applicant 30%.
Projects targeting Indigenous Peoples, youth (aged 39 and under), women, visible minorities, persons with disabilities, and 2SLGBTQI+ communities are prioritized for additional funding support.
All costs must be included in the project application budget and aligned with approved project activities and timelines. Costs incurred prior to AAFC approval are not eligible for reimbursement.
Eligible expenses include costs directly related to project activities, such as industry-wide advertising, promotion, market research, and technical training.
Administrative costs are calculated at a flat rate of 10% and do not need to be itemized for claims, although organizations must retain documentation for potential audits.
Travel costs related to project activities must adhere to AAFC travel expense guidelines, with options for claiming per diems or actual costs.
The program does not reimburse expenses for attending specific trade events under the Canada Pavilion Program, except when exhibiting within a sector hall.

Eligible projects & activities

Industry-wide advertising and promotion, including in-store and food service promotions and product demonstrations for buyers.
Conducting incoming, outgoing, and exploratory missions to advance market development and trade.
Carrying out market research aligned with program objectives.
Providing technical training for buyers about Canadian products and product handling.
Organizing trade seminars to inform industry representatives about Canadian agriculture, agri-food, fish, and seafood products.
Engaging in industry-to-industry trade advocacy (excluding lobbying Canadian and foreign governments).
Participating in or attending signature trade shows and multilateral industry meetings and conferences.
Indigenous-led market research, capacity building, and market development (for Indigenous recipients only).
Activities involving Indigenous knowledge sharing and dissemination of Indigenous agriculture and food systems (including traditional and modern practices and knowledge) (for Indigenous recipients only).

Examples of admissible projects:

$ 750,000

Expand Canadian beef exports to emerging Indian market

$ 475,000

Developing a diversified berry export strategy for Indonesia

$ 350,000

Increasing Canadian lentil exports to Vietnam and Thailand

$ 600,000

Launching premium Canadian seafood in Southeast Asian markets

$ 425,000

Promoting sustainable Canadian grain production in China

$ 500,000

Developing a market strategy for Canadian organic maple syrup

Eligibility criteria of the AgriMarketing Program program

The applicant must be a not-for-profit organization, such as an association of workers and/or employers, local community, charitable, or voluntary organization, sector council, or corporation.
The applicant can be an Indigenous individual or organization, including First Nations, Inuit, or Métis communities, associations, or not-for-profit organizations.
The applicant must demonstrate the ability to deliver a national or agriculture and agri-food sector-wide project.
The applicant must be a legal entity capable of entering into legally binding agreements.
The applicant should ideally be a member of the Canada Brand and consult trade commissioners in each target country or region for proposed activities.

Who is eligible?

Not-for-profit organizations, including: Associations of workers and/or employers
Local community, charitable, or voluntary organizations
Sector councils
Corporations
Indigenous organizations or individuals, including: First Nations, Inuit, or Métis community
First Nations, Inuit, or Métis association
First Nations, Inuit, or Métis not-for-profit organization

Who is not eligible

Some types of companies are not eligible for this grant:

Companies that do not operate in the agriculture, agri-food, agri-based products, fish, and seafood sectors.
Companies that do not have the capacity or intention to export their products to international markets.

Eligible expenses

Salaries and benefits for staff directly executing activities outlined in the project work plan, including Mandatory Employment Related Costs, Employment Insurance, Canada Pension Plan, Quebec Pension Plan, vacation pay, and benefits (limited to not exceeding 25% of eligible salary costs).
Professional or specialized services for contracted services such as inspection, consultant/expert services, installation/construction, financial auditing, environmental assessment, research, interpretation, and translation services, project management, advertising, marketing, and media planning, graphic design.
Travel costs related to project activities, including economy airfare, per diems for accommodations, meals, incidentals, and local transportation, transportation such as airfare, rail, and ground, and the purchase of eligible carbon offset credits.
Other direct project costs like shipping of product samples and marketing materials, conference/registration fees, construction material costs, translation and printing expenses, marketing costs related to the production of materials/documents/marketing plans, meeting room rentals, costs related to trade show displays, costs of product samples (limited to the member's production cost not retail price).

Eligible geographic areas

The AgriMarketing Program does not specify geographical locations within Canada for eligible companies, suggesting that it is generally available across the country to relevant stakeholders in the agricultural sector.

Eligibility criteria of the AgriMarketing Program program

Complete application: The application must be complete and the proposed project should be eligible.
Alignment with program objectives: Proposed activities and outcomes should support the program's goals.
Identification of all funding sources: All financial sources for the project must be clearly identified.
Capacity to deliver: The applicant's resources and timeline must demonstrate an ability to successfully execute the project.
Rationale of expenses: Proposed activities and expenditures should be reasonable and necessary for achieving project objectives.
Market opportunity demonstration: The project should reveal a current or potential opportunity or need in the market.
Strategy for market diversification: The project should outline a strategy to diversify into new and emerging markets.
Sector impact: The project should benefit stakeholders and bring positive changes to the relevant sector.
Past performance: Consideration given to previous projects funded by Agriculture and Agri-Food Canada, including project administration.
Export potential: The project should offer value for money and align with market access opportunities in the sector.
Strategic project alignment: The project should align with the AgriMarketing Program Questionnaire's strategic merits.
Complementarity with past projects: The project should complement or build upon previously completed AgriMarketing Program projects.
Environmental considerations: The project's ability to purchase eligible carbon offset credits from a third-party verified vendor adhering to internationally agreed standards.
Funding determination: Assessment of the project's scope, expense justification, and anticipated outcomes to determine appropriate funding levels.

How to apply to the AgriMarketing Program program

Understand what the program offers

Learn what the program offers and its objectives
Understand the main focus on export diversification and market opportunities
Acknowledge the priority areas and components of the program

Check eligibility criteria

Check eligibility criteria for program application
Ensure your organization falls under eligible categories
Determine if your project aligns with sector-wide and national objectives

Prepare application documents

Prepare necessary documents, including organization certificates and financial statements
Download and fill the detailed project budget and program questionnaire
Gather all required and optional endorsements and letters of support

Complete the application form

Complete the application form with all necessary information
Ensure that all sections are filled accurately and thoroughly
Upload all completed documents and additional information

Submit the application

Submit your completed application along with all required documentation
Ensure submission is before the deadline for priority consideration

Await application processing

Receive an acknowledgement notice confirming submission
Await application verification and assessment from Agriculture and Agri-Food Canada
Be prepared to provide additional information if requested

Additional information

Grantees must ensure compliance with all federal environmental assessment requirements as outlined in the Impact Assessment Act, particularly if the project takes place on federal land or impacts Indigenous territories.
Preference is given to projects that align with Canada's strategic trade priorities, such as those focusing on the Indo-Pacific Region for market diversification.
The program encourages digital promotional activities to reduce environmental impact, supporting sustainability goals.
Participants must commit to providing comprehensive reports on project performance, finances, and outcomes on a regular basis, including annual and end-of-project reports.
Intellectual property rights from project outputs are typically owned by recipients, but the government retains usage rights for its purposes.
Organizations must consider the possible impact and contribution to Official Language Minority Communities and provide services in both English and French where applicable.
The assessment process evaluates the strategic merit and expected economic impact of the project, alongside applicant capacity and previous performance in similar projects.

Apply to this program

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