How much funding can be received?

The Market Development Program for Turkey and Chicken provides over $44 million to support industry-led promotional activities aimed at increasing domestic demand for Canadian turkey and chicken products. Eligible activities include advertising, public trust initiatives, market research, audience development, branding adaptation, and innovations in product processing and packaging.

Financing terms and conditions

Over $44 million in total funding available to the sector over 10 years.
$19.23 million allocated to the Turkey Farmers of Canada.
$25 million allocated to the Chicken Farmers of Canada.
$17.3 million of the previously announced funds for the Turkey Farmers of Canada re-allocated to turkey producers under a separate on-farm investment program.

Eligible projects & activities

Sector-wide advertising and promotion campaigns for turkey and chicken products.
Promotional activities to build public trust in Canadian turkey and chicken, such as food safety and animal care initiatives.
Market research and identification or development of new target audiences.
Expansion or enhancement of current market development strategies.
Encouragement of product development, testing, and innovation in processing and packaging.

Examples of admissible projects:

$ 50,000

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

$ 70,000

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

$ 140,000

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

$ 100,000

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

$ 150,000

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

$ 80,000

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

Eligibility criteria of the Market Development Program for Turkey and Chicken program

The applicant must be a national not-for-profit industry organization working to improve the turkey or chicken sector's market position.
The applicant must submit a multi-year strategy (up to 5 years) for program approval.

Who is eligible?

National not-for-profit industry organizations in the turkey sector
National not-for-profit industry organizations in the chicken sector

Who is not eligible

No information is provided regarding specific types of companies or industries that are not eligible for this grant.

Eligible expenses

Sector-wide advertising and promotion, including in-store and food service promotions and product demonstrations.
Promotional activities related to public trust, such as on-farm food safety and traceability, animal care, environmental sustainability, and the health benefits of turkey and chicken.
Market research expenses.
Development or expansion of target audiences.
Costs to increase delivery of current market development activities.
Product development, product testing, and research into new innovative processing and packaging technologies at both primary and further processing levels.
Adapting current branding to meet changing consumer expectations.

Eligible geographic areas

The grant covers expenses related to promotional activities aimed at increasing demand for Canadian turkey and chicken products.

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.

Eligibility criteria of the Market Development Program for Turkey and Chicken program

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

How to apply to the Market Development Program for Turkey and Chicken program

Preliminary Registration Register your organization with Agriculture and Agri-Food Canada if not already registered.

Ensure eligibility as a national not-for-profit industry organization in the turkey or chicken sector.

Develop Multi-Year Strategy Create a comprehensive strategy document outlining your marketing plans for 1 to 5 years.

Incorporate elements such as advertising, public trust-building activities, market research, and product development.
Focus on activities that align with the program's objectives to increase domestic demand for Canadian turkey and chicken.

Prepare Application Package Gather all necessary documentation including the multi-year strategy, budgets, and any supporting documents.

Ensure that all information adheres to program guidelines and requirements.

Submit Application Submit the completed application package to Agriculture and Agri-Food Canada.

Use either electronic means by emailing it to aafc.mdptc-pdmdp.aac@agr.gc.ca or send a hard copy to the provided mailing address.
Ensure submission before any applicable deadlines.

Receive Confirmation Wait for confirmation of receipt from Agriculture and Agri-Food Canada.

Retain confirmation details for your records.

Additional information

Over $44 million is committed to the sector under this program for the upcoming 10 years.
Applicants are required to present a multi-year strategy, not exceeding five years, for approval.
Two separate funding allocations exist: one for Turkey Farmers of Canada and one for Chicken Farmers of Canada.
A portion of previously earmarked funds has been re-allocated to turkey producers through a different investment program based on stakeholder input.

Documents and links

Market Development Program for Turkey and Chicken

Contact Agriculture and Agri-Food Canada (AAFC)

aafc.mdptc-pdmdp.aac@agr.gc.ca

1-877-246-4682

Apply to this program

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