How much funding can be received?

Get financial assistance to help increase domestic demand for Canadian turkey and chicken products through promotional activities. These activities can include product demonstrations, on-farm food safety and traceability programs, animal care programs, ma

grant_single_labels|projects

The grant funds several eligible projects aimed at enhancing the market position of Canadian turkey and chicken industries. These projects include activities such as advertising, public trust-building, market research, and product development.

Sector-wide advertising and promotion, including in-store and food service promotions and product demonstrations
Promotional activities that build public trust in Canadian turkey and chicken products, including on-farm food safety and traceability programs, animal care programs, environmental sustainability, and benefits of turkey and chicken as healthy protein options
Market research
Development and/or expansion of target audiences
Increasing delivery of current market development activities
Encouraging product development, product testing, and research into new innovative processing and packaging technology at the primary and further processing level
Adapting current branding to meet changing consumer expectations

grant_single|admissibleProjectsExample

$50,000

Vancouver

Market research to identify new target audiences for chicken products and the surrounding area

$70,000

Ottawa

Adapting current branding of turkey products to meet the changing consumer expectations

$140,000

Winnipeg

Enhancement of on-farm food safety and traceability programs for chicken farms

$100,000

Toronto

A campaign to increase public trust in Canadian turkey products through targeted advertisements and in-store promotions

$150,000

Montreal

Development of new and innovative processing and packaging technology for turkey products

$80,000

Calgary

Expansion of current market development activities for chicken products through digital marketing

grant_single_labels|admissibility

The eligibility criteria for this grant include:

National not-for-profit industry organizations working to improve the sector’s market position

grant_eligibility_criteria|who_can_apply

The Market Development Program for Turkey and Chicken primarily targets national not-for-profit industry organizations that aim to enhance the market position of the turkey and chicken sectors in Canada. While specific types of companies are not mentioned, the focus is on organizations working at a sector-wide level to promote these products.

National not-for-profit industry organizations
Organizations involved in advertising and promotion of Canadian turkey and chicken
Organizations conducting market research and targeting audience expansion
Organizations encouraging product development and innovation in processing and packaging
Organizations adapting branding to meet consumer expectations

grant_eligibility_criteria|who_cannot_apply

Based on the information provided, there are no specific types of companies mentioned in the grant context that are not eligible for the grant.

grant_eligibility_criteria|eligible_expenses

The grant covers a variety of expenses aimed at increasing domestic demand and consumption of Canadian turkey and chicken products. These eligible expenses include promotion, research, product development, and adaptation to consumer expectations.

Sector-wide advertising and promotion, including in-store and food service promotions and product demonstrations
Promotional activities that build public trust in Canadian turkey and chicken products, including on-farm food safety and traceability programs, animal care programs, and environmental sustainability
Market research
Development and/or expansion of target audiences
Increasing delivery of current market development activities
Encouraging product development, product testing, and research into new innovative processing and packaging technology at the primary and further processing level
Adapting current branding to meet changing consumer expectations

grant_eligibility_criteria|zone

The eligible geographic zones for the Market Development Program for Turkey and Chicken are not specified, suggesting that it may be open to national organizations across Canada. The program is directed towards industry organizations rather than specific geographical areas.

National not-for-profit industry organizations working to improve the sector’s market position.

grant_single_labels|criteria

There are evaluation and selection criteria for this grant. The criteria are as follows:

Alignment of the proposal with the program objectives
Demonstrated ability and experience in implementing market development activities
Clear and realistic budget and work plan
Commitment to collaboration with industry partners and stakeholders
Expected results and deliverables

grant_single_labels|register

Step 1: Develop a Multi-Year Strategy
Content: Create a comprehensive multi-year strategy (up to 5 years) outlining the planned promotional activities and objectives for increasing demand and consumption of Canadian turkey and chicken products.
Implications: Ensure that the strategy aligns with program objectives such as sector-wide advertising, public trust in Canadian products, and product development.
Step 2: Prepare the Application
Content: Gather necessary documentation and information to complete the application form for the program.
Implications: Make sure all required details are accurate and meet the eligibility criteria set by Agriculture and Agri-Food Canada.
Step 3: Submit the Application
Content: Send the completed application and multi-year strategy to Agriculture and Agri-Food Canada for review.
Implications: Ensure timely submission before any deadlines and use the contact information provided for mailing or electronic submission.
Step 4: Await Approval
Content: Wait for confirmation and feedback from Agriculture and Agri-Food Canada regarding the approval of the application.
Implications: Be prepared to provide additional information if requested and to refine the strategy if needed based on feedback received.
Step 5: Implement the Strategy
Content: Begin executing the approved strategy using the allocated funds to conduct promotional activities and market research.
Implications: Monitor the activities and ensure compliance with the agreed plan, while assessing progress and making adjustments as required to achieve objectives.
Step 6: Report on Outcomes
Content: Document and report the outcomes and impact of the activities conducted as per the approved strategy.
Implications: Provide detailed reports to Agriculture and Agri-Food Canada demonstrating the effectiveness of funded activities and their contribution to sector goals.

grant_single_labels|otherInfo

The Market Development Program for Turkey and Chicken aims to compensate and enhance the market for Canadian turkey and chicken products. It involves strategic initiatives to boost domestic consumption and public trust in these products.

The program is designed to increase domestic demand and consumption of Canadian turkey and chicken products through industry-led promotional activities.
A total of over $44 million will be provided to the sector over the next 10 years.
The Turkey Farmers of Canada will receive $19.23 million, while the Chicken Farmers of Canada will be allocated $25 million.
Reallocated funds amounting to $17.3 million were redirected to the Poultry and Egg On-Farm Investment Program instead of the Turkey Farmers of Canada.

grant_single_labels|documents

Market Development Program for Turkey and Chicken

Apply to this program

Market Development Program for Canadian Turkey and Chicken

The Market Development Program for Turkey and Chicken aims to enhance the domestic demand and consumption of Canadian poultry products as part of Canada's commitment to supply-managed sectors affected by international trade agreements. With over $44 million in funding over the next decade, this initiative focuses on industry-led promotional activities, market research, and innovations in processing and packaging.

Understanding the Market Development Program for Canada’s Turkey and Chicken Sectors

The Canadian government recognizes the significant impact of international trade agreements on the country's economy, particularly the supply-managed sectors such as dairy, poultry, and eggs. These sectors have been traditionally protected to maintain stability and ensure fair prices for both producers and consumers. However, with the introduction of trade agreements such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), concessions were made that affected these industries.

As a response, the Government of Canada has implemented compensation programs to support these sectors, ensuring they remain competitive and continue to thrive. The Market Development Program for Turkey and Chicken is one such initiative, specifically designed to bolster the market presence of Canadian turkey and chicken products, both domestically and potentially in international markets.

Objectives of the Program

The primary objective of the Market Development Program for Turkey and Chicken is to increase the demand and consumption of turkey and chicken products from Canada. This is to be achieved through a combination of promotional activities, market research, and ongoing engagement with consumers to build stronger trust and awareness of the high-quality standards that Canadian turkey and chicken products adhere to.

The program is also aligned with a broader goal of enhancing public trust in the safety and quality of Canadian food products. Canadian producers are renowned for their rigorous safety and traceability programs, as well as their commitment to animal welfare and environmental sustainability. These aspects are integral to the program’s promotional strategies, providing transparent and reliable information to consumers about the benefits of choosing Canadian poultry.

Funding Details and Allocation

With an impressive allocation of over $44 million over ten years, the Market Development Program commits significant resources towards elevating the market readiness and reach of the turkey and chicken sectors. It ensures full and fair compensation to these sectors, mitigating the effects of market losses due to trade agreements.

Funding is distributed among national not-for-profit industry organizations dedicated to supporting these market segments. Specifically, two primary allocations have been established: $19.23 million for the Turkey Farmers of Canada and $25 million for the Chicken Farmers of Canada. Such distribution ensures targeted support where it is most required for sector-wide development initiatives.

Key Areas of Focus

The program emphasizes a multi-faceted approach tackling various aspects of market development:

Advertising and Promotion: It empowers industry bodies to implement extensive advertising campaigns, promotional activities, and public engagement efforts. This includes in-store promotions, food service promotions, and product demonstrations to directly engage potential consumers.
Public Trust and Awareness: Activities under this arm aim to enhance consumer awareness about the safety, quality, and sustainability of Canadian turkey and chicken products. Informative campaigns around on-farm safety, traceability, and animal care are integral parts of this strategy.
Market Research: Continued investment in market research is vital for staying ahead of consumer trends and preferences, allowing for proactive adjustments to promotion strategies and product offerings.
Innovation in Processing: Encouragement is provided for product development, product testing, and innovations in processing and packaging technology. The focus is on creating new opportunities within primary and secondary processing to add value to Canadian products.
Consumer Expectations: Adapting branding and marketing messages to align with evolving consumer expectations is crucial. The incorporation of emerging trends and feedback from cross-sectional demographic studies aids in refining audience targeting strategies.

Implementation Strategy

Applicants must submit a multi-year strategic plan for approval by Agriculture and Agri-Food Canada. This plan may span up to five years and outline detailed strategies for leveraging the grant towards set objectives. The strategic approach should encapsulate the entire supply chain, from production to consumer-facing promotion.

This extensive planning is crucial in ensuring that the funding is not only efficiently utilized but also yields measurable improvements in market performance. Moreover, regular evaluations and progress reports are expected to adapt strategies as needed and showcase areas of success for broader application.

Reallocation and Additional Support

Recognizing dynamic needs within the sector, an additional $17.3 million from the originally projected funding for Turkey Farmers of Canada was redirected to the Poultry and Egg On-Farm Investment Program. This decision reflects the government's responsiveness to stakeholder feedback and the ever-changing landscape of agricultural economics.

Conclusion

The Market Development Program for Turkey and Chicken symbolizes a forward-thinking approach within Canada’s agricultural policy framework. By strengthening these vital sectors, the program not only fortifies Canada’s internal market but also ensures the sustainability of domestic poultry industries in the face of global trade dynamics.

As Canada continues to negotiate its position in international trade agreements, the Market Development Program stands as a testament to its commitment to maintaining robust, competitive agricultural sectors capable of meeting both domestic and international demand. Furthermore, it aligns with Canada's overarching goal of sustaining a high-quality, traceable, and trustworthy food supply chain.

For more information or to submit a strategy proposal, interested parties are encouraged to contact the Market Development Program for Turkey and Chicken at Agriculture and Agri-Food Canada.