AgriMarketing Program — Market Diversification for National Industry Associations

Insider Tip

Priority is explicitly given to sectors affected by tariff disruptions — canola, pulses, pork, and fish/seafood associations are best positioned. Targeting the Indo-Pacific, Africa, or Middle East (not U.S. or established EU markets where the sector has been active 5+ years) is essential. The 30% cash match must be cash — not in-kind — so budget for real out-of-pocket costs. Indigenous associations should reach out to the Indigenous Pathfinder Service before applying.

Rejection Pitfalls 7

• Applicant is a provincial or regional association rather than a national body
• Project targets established markets where the sector has been active for 5+ years
• Generic product promotions not tailored to specific new markets

Success Profile

An established national industry association (e.g., Canola Council of Canada, Seafood Exporters Association) with 2+ years of export-promotion history, a dedicated staff team, existing relationships in target markets, and a concrete 2-5 year plan to open a new high-growth market. Strong applicants have documented tariff impact on their sector and can demonstrate national membership representation.

Evaluation Criteria

Applications are assessed on: (1) targeting new opportunities in high-growth or non-traditional markets (Africa, Middle East, Indo-Pacific prioritized), (2) potential to increase and diversify Canadian agricultural exports, (3) support for long-term sector growth or reduction of trade uncertainties from tariffs, (4) clearly defined targets and measurable performance indicators, (5) organizational capacity to deliver a national/sector-wide project, and (6) sector impact from recent tariff disruptions (priority criterion).

Application Steps

Required Documents 8

Eligible Expenses 8

• Salaries and employer-paid benefits for staff working directly on project activities (max 25% of total eligible costs)
• Professional and specialized services under contract (consultants, researchers, translators, auditors, project managers)
• International and domestic travel directly related to project (transportation, accommodation, per diems)
• Capital assets limited to trade show displays purchased exclusively for promotional purposes
• Trade mission participation fees and trade show booth costs
• Market research and competitive analysis for target markets
• Translation and localization of marketing materials for foreign markets
• Technical buyer training and in-market promotional activities

Ineligible Expenses 6

• Product development or technology promotion activities
• Generic product promotions not targeted to specific new markets
• Activities in established markets where sector has been active for 5+ years
• In-kind contributions (only cash costs are eligible for reimbursement)
• Costs incurred before application approval
• Costs claimed under any other AAFC or federal program simultaneously

Intake Periods

Continuous intake from February 13, 2026 through September 30, 2030. Applications are assessed on an ongoing basis until the $75M envelope is fully committed. May close early if oversubscribed.

Deadline Notes

Program open from February 13, 2026 through September 30, 2030 — program ends March 31, 2031. Applications may close early if the $75M envelope is fully committed. Submit as early as possible; costs incurred before application approval are ineligible.

Ineligible Organizations

• Provincial or regional industry associations (must be national scope)
• For-profit businesses (SMEs should apply to the AgriMarketing SME stream instead)
• Government departments and agencies
• Organizations that cannot enter into legally binding agreements

Compatible Programs

Clawback Risk

Medium Risk

Contribution agreement requires completion of approved activities. Ineligible costs identified during audit must be repaid. Unused funds at project completion are returned to AAFC. Failure to deliver on performance indicators may trigger partial recovery.