AgriMarketing Program: Market Diversification for National Industry Associations – 1. What this program offers

1. What this program offers

The AgriMarketing Program offers targeted support tailored to specific sector needs. This includes a combined $75 million in contribution funding over 5 fiscal years (2026-2027 to 2030-2031) to promote market diversification, in addition to support already provided under the Sustainable Canadian Agricultural Partnership (Sustainable CAP). The following support encourages greater diversification to respond to market instability in the Canadian agriculture, agri-food and agri-products sector, including fish and seafood:

• Market Diversification for National Industry Associations
• Market Diversification for Small and Medium-sized Enterprises

Program objectives

The Market Diversification for National Industry Associations (not-for-profit) program aims to:

• open new, non-traditional markets and expand export activities to diversify and increase the volume and value of Canadian exports and interprovincial trade
• prioritize projects that help Canadian agricultural and agri-food sectors (including fish and seafood) diversify beyond traditional markets to support the long-term growth of the sector and to help lessen current and future trade uncertainties
• deliver national and/or agriculture and agri-food sector-wide projects that target new opportunities in high-growth potential and non-traditional markets to increase and diversify exports and strengthen interprovincial trade

Priority areas include, but are not limited to, those that:

• respond to specific trade disruptions for highly impacted sectors
• develop marketing strategies for sectors across the agricultural supply chain, including fish and seafood, to diversify into new markets
• enhance trade diversification into various high-growth potential and non-traditional markets (such as Africa, the Middle East, and the Indo-Pacific) to further expand global exports and the domestic market (via increased interprovincial trade)
• reduce the impacts of volatility and unpredictability in the current global trading context

Funding

The maximum Agriculture and Agri-Food Canada (AAFC) non-repayable contribution toward a project under the program will normally not exceed $1 million per year or a maximum of $5 million over 5 years.

Cost-sharing

Contributions toward eligible costs will normally be shared between AAFC and you as follows:

• AAFC – a maximum of 70%
• You – a minimum of 30%

Your portion of the cost-share must be cash contributions.^{note 1} In-kind contributions are ineligible.^{note 2}