AgriMarketing Program — National Industry Associations

Who is eligible?

Eligible applicants for the AgriMarketing Program include organizations that meet specific criteria to promote and expand the reach of Canadian agricultural products.

• Not-for-profit organizations, including associations of workers and/or employers, local community, charitable, or voluntary organizations, and sector councils.
• Indigenous organizations, such as First Nation, Métis, or Inuit associations or community groups.
• Organizations demonstrating the ability to deliver national and/or agriculture and agri-food sector-wide projects.
• Members of the Canada Brand, being a legal entity capable of entering into legal binding agreements.
• Groups that have support and buy-in from relevant industry stakeholders, demonstrated through support letters.

Who is not eligible

This grant excludes certain companies and industries due to their status or main activity. The restrictions ensure funds are directed towards not-for-profit and Indigenous organizations capable of delivering national sector-wide projects.

• For-profit businesses or entities.
• Organizations without legal status or unable to enter into binding agreements.

Eligible expenses

The AgriMarketing Program aims to enhance Canada's agricultural export capabilities by promoting industry-wide advertising and digital engagement strategies. Eligible activities are designed to expand market reach, promote green products, and advocate for Canadian agri-food sectors globally.

• Industry-wide advertising and promotion, including in-store and food service promotions and product demonstrations for buyers.
• Incoming, outgoing, and exploratory missions to advance market development and trade.
• Market research aligned with the program's objectives.
• Technical training for buyers about Canadian products and their handling requirements.
• Trade seminars to inform industry representatives about Canadian agricultural, agri-food, fish, and seafood products.
• Industry-to-industry trade advocacy (excluding lobbying activities aimed at governments).
• Participation in or attendance at signature trade shows and multilateral industry meetings and conferences.

Here are additional relevant details for this grant:

• The program encourages applicants to consult with agriculture and agri-food trade commissioners at missions abroad for pre-qualification and identifying emerging business opportunities.
• Prior financial and project management performance is assessed, especially for returning applicants who previously received AAFC funding.
• Potentially eligible projects must include newly defined improvement over past projects to avoid duplication of effort and maximize impact.
• For Quebec-based organizations, compliance with the Province of Quebec's M-30 legislation is necessary.
• The program encourages the adoption of digital and less carbon-intensive marketing and promotional strategies to align with environmental sustainability goals.