AgriMarketing Program: Market Diversification for Small and Medium-sized Enterprises – 2. Eligibility

2. Eligibility

Check if you meet the criteria to apply.

Sectors that are eligible under CanExport SMEs but not this program

If your company’s core business activity is not primary agriculture, agri-food production or agri-products and operates in the following sectors, your organization may be eligible for the CanExport SMEs program.Footnote 1

  • agricultural technology (AgTech) and agrotechnology
  • food technology (post‑harvest)
  • agricultural machinery and equipment
  • life sciences
  • projects involving medical cannabis (subject to eligibility limitations)

Eligibility checklist

You must meet all of the following criteria to be eligible.

    • For-profit: Organizations that exist to make a profit. This may include:
      • partnership
      • corporation (for-profit)
      • co-operative (for-profit)
      • commune (for-profit)
    • Indigenous (First Nation, Inuit, Métis): A First Nation, Inuk (Inuit) or Métis individual or organization.note 2 This may include:
      • First Nations, Inuit, or Métis community and/or government
      • First Nations, Inuit, or Métis association
      • First Nations, Inuk or Métis individual
      • First Nations, Inuit or Métis for-profit organization

You need to meet all the eligibility criteria to qualify for the program.

Important information

  • You should be a member of the Canada Brand
  • You should consult trade commissioners located in each country or region where your organization's proposed activities will take place

Eligible activities

Eligible activities include:

  • immediate financial and technical support to address impacts of trade disruptions and assist with response measures
  • market research to identify potential new markets, assess competition, and understand consumer needs
  • trade strategies, branding strategies, and marketing plans for new markets based on market research and consumer needs
  • incoming, outgoing and exploratory missions to advance market development and trade, including trade shows
  • technical training for buyers and channel intermediaries (for example, retail buyers and resellers) about Canadian products and product handling
  • in-market promotion and social media campaigns
  • translation, localization or interpretation services for adapting to markets
  • legal advisory services associated with a commercial distribution or representation agreement
  • protection of intellectual property rights, including the adaptation of contracts for copyright, patents and trademarks in target markets

You must explain how the activities will either

  • support the long-term growth of the sector
  • help reduce current and future trade uncertainties

You must also explain how each activity's benefits and impacts:

  • diversify into high-growth and non-traditional markets
  • address tariffs and trade disruptions.

Although funding is not available for attending specific trade events that are part of the Canada Pavilion Program, it may be considered if you wish to exhibit within a sector hall. Trade events provide you with an opportunity to promote your products and services as well as establish contact with international buyers in new markets around the world.

Ineligible activities

Ineligible activities may include:

  • product development or promotion of technologies
  • generic product promotions that do not target specific markets (for example, websites or promotional materials that are not tailored to specific markets)
  • activities aimed at established and traditional markets where the sector has been active for at least 5 years, subject to discussion with the program and assessed on a case-by-base basis.

Eligible costs

Project costs are eligible as of April 1, 2026.

Eligible costs are project expenses, that fall within the set program cost categories and respect all program limitations. To be considered eligible, costs must:

  • be included in the project application budget
  • be directly related to the activities included in the work plan
  • be reasonable, necessary and essential to achieving project objectives
  • respect all program limitations and fall under the following cost categories:
    • salaries and benefits (would normally not exceed 25% of total project costs)
    • contracted services
    • travel
    • capital assets (eligibility is limited to displays purchased exclusively for trade show and promotional purposes)
    • other direct project costs for project-related deliverables

For more detailed information, refer to Eligible costs (Complete the application and apply).

Important notes

  • Costs incurred before we deem your application complete are not eligible, and will not be considered as part of your cost share
  • Costs incurred after your application is deemed complete and before a contribution agreement is signed by both parties, may not be reimbursed by AAFC, and you may be solely responsible for those expenditures

Expected results

The expected results of the program are to:

  • open new, non-traditional markets, and to expand export activities to diversify
  • increase the volume and value of Canadian exports and interprovincial trade

Your application must show how the activities support the following outcomes and outputs:

  • address a specific industry or sector need
  • provide clearly defined targets and performance indicators

For more detailed information, including specific performance indicators, refer to Performance measures (Complete the application and apply).

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