AgriMarketing Program: How to Apply Under the Sustainable Canadian Agricultural Partnership (Sustainable CAP)

If you’re part of a Canadian agriculture or food industry association looking to grow export sales, the AgriMarketing Program is one of the largest federal funding programs you can apply for. Agriculture and Agri-Food Canada (AAFC) delivers this program under the Sustainable Canadian Agricultural Partnership (Sustainable CAP). It helps industry groups promote Canadian products in international markets and supports efforts to reduce trade barriers. Funding is competitive and detailed. Knowing the application process can save you months of delays.

How the AgriMarketing Program Works

The AgriMarketing Program provides repayable contribution funding for international marketing and trade development activities. This includes Canadian agriculture, agri-food, fish, and seafood products.

The main funding details are:

Up to $2 million per year for each project
Up to $10 million total per applicant for the whole program period
AAFC covers up to 50% of eligible project costs
Applicants must contribute at least 50% in cash
In-kind contributions are not allowed
Funding is repayable, not a grant you keep

This program is for large, multi-year international marketing projects. It is not for small or short-term pilot projects.

Who Is Eligible to Apply?

The AgriMarketing Program is not for individual farms or single businesses.

Eligible applicants include:

National, regional, or sectoral industry associations
Export-focused agriculture and agri-food organizations
Groups representing agri-based products, including fish and seafood
Organizations with enough financial resources to run multi-year projects

To be eligible, your project must:

Aim to increase and diversify Canadian exports
Target markets with free trade agreements or fast-growing new markets
Show a clear market opportunity
Match Canada’s international trade goals

Eligible Activities and Expenses

AgriMarketing funding supports industry-led international promotion. It does not fund domestic advertising.

Common eligible activities include:

International trade shows and exhibitions
Trade missions and meetings with buyers
Market research and strategies for entering new markets
Branding and promotional materials for export markets
Actions to address non-tariff trade barriers

Eligible expenses may include:

Travel and accommodation for international missions
Booth rental and exhibition costs
Translation and marketing materials for foreign markets
Professional fees tied to export development

General overhead, in-kind labour, and unrelated operating costs are not eligible.

GrantHub’s eligibility matcher can help you check if your planned activities fit federal export funding rules before you apply.

Step-by-Step: How to Apply for the AgriMarketing Program

1. Build a Clear Export Project Plan

AAFC wants a direct link between your activities and export results. Your plan should include:

Target countries or regions
Market demand for Canadian products
Measurable export goals

You need to show that your organization can pay at least 50% of total costs in cash and manage a repayable contribution.

3. Prepare Supporting Documents

You will usually need:

A detailed budget for each activity
Proof your organization can manage the project
Market analysis or an export strategy
Letters of support from members or partners

4. Submit Through AAFC’s Intake Process

The AgriMarketing Program is usually open for applications year-round. Funding decisions depend on the available budget and the quality of your project. It is a good idea to contact AAFC program officers early in the process.

Common Mistakes to Avoid

Applying as an individual business
This program is for industry associations, not single companies.
Not meeting the cash requirement
In-kind support does not count. AAFC checks if you can fund your share.
Weak export justification
Projects without strong market demand or data are rarely approved.
Treating it like a grant you don’t repay
AgriMarketing funding is repayable, so plan for repayment in your budget.

Frequently Asked Questions

Q: Is the AgriMarketing Program a grant or a loan?
It provides repayable contributions. You must pay the funds back under agreed terms. It is not a non-repayable grant.

Q: How much funding can an organization receive?
Organizations can receive up to $2 million per year, with a maximum of $10 million total for the whole program.

Q: Are small businesses eligible?
Usually not. Funding is for industry associations, not individual farms or small businesses.

Q: Are Indo-Pacific markets eligible?
Yes. Projects for Indo-Pacific markets are eligible. There is also extra focus on underrepresented and Indigenous-led projects.

Q: What expenses are not eligible?
In-kind contributions, general operating costs, and activities not linked to exports are not eligible.

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Next Steps

The AgriMarketing Program can help fund large export projects, but only if your organization meets all the requirements for structure, cash, and reporting. GrantHub tracks hundreds of agriculture and export programs in Canada. This helps you find funding that matches your organization’s size, sector, and export goals before you start an application.

AgriMarketing Program: How to Apply Under the Sustainable Canadian Agricultural Partnership (Sustainable CAP)