AgriMarketing is a Canadian government grant that supports international expansion projects undertaken by food and beverage businesses. Through the program, small and medium-sized businesses (SMEs) can offset a portion of eligible project expenses for trade shows and related international marketing activities.
The AgriMarketing Program directly offsets up to 50% of eligible project expenses to a maximum $50,000 in export marketing grants.
To qualify for AgriMarketing export funding, applicants must produce or process agriculture, agri-food, fish, or seafood products in Canada, maintain fewer than 250 employees, and earn less than $50 million in annual revenue. Applications are accepted on a continuous basis and will be reviewed until September 30, 2022 (or until funding has been fully committed). Companies should consider submitting applications up to three months before international trade shows or events and secure approval prior to incurring project-related costs.
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Program Overview: What are AgriMarketing Grants?
AgriMarketing is an export marketing grant which helps Canadian agriculture, agri-food, and agri-product businesses promote and differentiate their products internationally. Its funding supports a portion of costs related to export markets development projects, including participation in trade shows and top industry events.
Through the AgriMarketing program, Canadian agri-businesses may receive up to 50% of project costs to a maximum $50,000 per year.
AgriMarketing is one of the many streams of funding support provided through the Canadian Agricultural Partnership (CAP). CAP is a five-year framework providing Canadian government funding for agricultural-focused projects. Export market development is included in this framework, which is the basis for AgriMarketing’s support.
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Applicant Eligibility Criteria
To qualify for AgriMarketing grants, applicants must ensure they meet several key eligibility criteria. These factors stipulate that businesses must:
- Produce or process agriculture, agri-food, fish, or seafood;
- Have completed export market research and are ready to enter this new market;
- Maintain fewer than 250 employees;
- Earn less than $50 million in annual revenue; and
- Be capable of entering a legally binding agreement with Agriculture and Agri-Food Canada (AAFC);
Applicants Ineligible to Receive AgriMarketing Grants
Some potential applicants will not be eligible to receive funding through AgriMarketing’s SME component. These include:
- Individuals and sole proprietors;
- Non-profit organizations;
- Marketing boards;
- Government bodies or agencies; or
- Legal entities acting as a company representative or third-party.
Project Eligibility Criteria
Several types of export marketing projects qualify for AgriMarketing support. Some examples of eligible projects/activities include:
- Participation in trade shows, seminars, and conferences designed to inform potential buyers about the Canadian product’s advantages;
- Branding and advertising (either print or electronic) in the export market;
- Product demonstrations;
- Incoming or outgoing missions; and
- Implementation of branding or market development strategies.
Projects Ineligible for AgriMarketing
Projects not eligible to receive AgriMarketing funding for SMEs include (but are not limited to):
- Domestic (Canadian) marketing activities;
- Any activity in export markets where there is no current market access, or no plans to export to that market in a reasonable amount of time;
- Activities in countries or markets that have been economically sanctioned by the Government of Canada;
- Research and development projects;
- Exploratory projects;
- Employee or consultant training programs;
- Website design or re-design; and
- Attending, but not exhibiting at a trade show.
Expense Eligibility Criteria
When developing an application for the AgriMarketing Program, businesses should ensure only the following eligible expenses are included for consideration:
- Purchase of assets required for trade show displays;
- Specific travel costs (including economy transportation and per diems/incidentals);
- Contractors and their services (including consultant fees, translation services, and the cost of holding seminars to educate buyers); and
- Other costs directly related to the project’s completion (including shipping, printing, and document production).
Ineligible AgriMarketing Expenses
Some of the most common project expenses that will not receive support through the AgriMarketing Program include:
- Any costs incurred before April 1, 2018, after March 31, 2023, or prior to program approval;
- Salaries and benefits provided to employees;
- Large-scale capital expenses, such as the purchase of land or buildings;
- Legal fees;
- Memberships to trade organizations;
- Promotional items or gifts; and
- Bank fees.
Success Stories: Previously-Funded AgriMarketing Projects
Some recent stories of businesses successfully using AgriMarketing export market development grants include:
- AgriMarketing Export Grants Help Canadian Potatoes Reach New Markets
- AgriMarketing Export Expansion Grants Help Bio-K Plus Enter US Markets
Additional AgriMarketing Program Resources
- AgriMarketing FAQs: Answers to common questions about the AgriMarketing Program for businesses.
- Export Trade Shows for Canadian Business in 2019: Discover trade shows to participate in with the assistance of AgriMarketing grants.
How to Apply for AgriMarketing Grants
To access AgriMarketing market development grants, businesses are required to submit a comprehensive application package including a:
- Complete and accurate application form;
- Budget and Project Work Plan; and
- Supporting documents (such as an export market plan) to provide project context.
AgriMarketing applications should be submitted no later than 75 days prior to a business’ first trade show or marketing activity receiving funding. This will allow for your application to be reviewed prior to incurring project expenses.
How are AgriMarketing Applications Reviewed?
Some of the top performance indicators used to review applications include:
- Number of new export markets explored;
- Value of activities supported;
- Increase in export revenues; and
- Activity-specific results (such as new leads or sales acquired).
Discuss Your Upcoming Export Projects with a Government Funding Planner
Considering how AgriMarketing can support your upcoming project? Contact Mentor Works to evaluate whether your project is a good fit. Our team can help you align your upcoming project for AgriMarketing funding and streamline the application process with time-saving info collection documents and a dedicated team of writers.
Posted: June 19, 2012. Updated: December 19, 2018.