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AgriMarketing Program: National Industry Association Component: Applicant guide

Applicant guide

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The Applicant Guide includes additional details on:

Purpose of this guide

This guide will:

  1. help you determine if you may be eligible for funding from Agriculture and Agri-Food Canada (AAFC) under the AgriMarketing program.
  2. provide you with directions and explanations to assist you in completing the project application form.

1.0 Canadian Agricultural Partnership

The Canadian Agricultural Partnership is a five-year, $3 billion investment by federal, provincial and territorial governments to strengthen the agriculture, agri-food and agri-based products sector. In addition, producers will continue to have access to a robust suite of Business Risk Management (BRM) programs.

The partnership will be in place by April 1, 2018.

The Canadian Agricultural Partnership will focus on six priority areas:

For more information, please visit the Canadian Agricultural Partnership website.

The AgriMarketing program is a program under the Canadian Agricultural Partnership.

1.1 About the AgriMarketing Program: National Industry Association Component

Program objective

The AgriMarketing Program: National Industry Association component aims to increase and diversify exports to international markets and seize domestic market opportunities through industry-led promotional activities that differentiate Canadian products and producers, and leverage Canada's reputation for high quality and safe food.

(There is a separate application process for the AgriMarketing Program: Small and Medium-sized Enterprises component that provides funding to for-profit organizations to undertake company-specific promotional activities.)

1.2 Eligible applicants

The following organization types are eligible under this program:

Note: Eligible applicants must be legal entities capable of entering into legally binding agreements, and should be members of the Canada Brand Initiative.

1.3 Funding and cost-sharing

Available funding

The maximum AAFC contribution for a project will normally not exceed $2.5 million per applicant per year up to a maximum of $10 million over five years.

Cost sharing

Eligible project costs will normally be shared between AAFC and you as follows:

You must clearly indicate all sources of funding for the project, including your contribution and other industry and/or partner sources of funding including:

*Total government funding (other federal departments and agencies, provincial/territorial, and municipal governments) cannot exceed 85%.

Your portion of the cost-share must be cash contributions. In-kind contributions are ineligible. In-kind means the fair market value attributed for goods and the fair value attributed for services that are contributed to the project and require no outlay of cash during the term of the Contribution Agreement by you or a contributor.

What is a cash contribution?

A cash contribution is an expense requiring a cash outlay, by either your organization or by a participant/contributor (such as a partner or other government), during the term of the contribution agreement (CA). Specifically, a cash contribution is an expenditure for an eligible project cost incurred and paid for by your organization, or another project participant. AAFC will only reimburse cash contributions for eligible project costs that are incurred by your organization. A cash contribution made by another project participant should be reported as part of your sources of funding, and must be an eligible project cost.

Eligible costs

All costs claimed or contributed under the program must fall within the program cost categories and respect all limitations. For more information and details on cost categories, eligible/ineligible costs and other limitations, refer to Annex A: How to apply.

1.4 Eligible activities

The program will prioritize projects that:

Eligible activities include:

Ineligible activities include:

1.5 Application deadlines

Applications will be accepted from February 13, 2018 until September 30, 2022, or until funding has been fully committed or until otherwise announced by the program. The program ends March 31, 2023.

For information on how to complete a project application, refer to Annex A: How to apply.

2.0 Expected results

The AgriMarketing Program: National Industry Association component will help industry to identify and seize opportunities in global markets by supporting industry-led market development and promotional activities that help to differentiate Canadian products and producers, and leverage Canada's reputation for high-quality and safe food.

Performance indicators, which are used to measure the relevance and effectiveness of both projects and the program, include:

3.0 Assessment criteria

Your application will initially be assessed against the following criteria:

If these criteria are met, a more thorough review of your application will be done. This will include:

The assessment process will determine an appropriate amount of funding for approved projects. This will be based on:

AAFC will provide a written decision letter outlining the level of assistance awarded and any other conditions, if applicable.

4.0 Reporting on your project

Should you be approved for funding, you will be required to report on finances, performance and results. These reports include:

Other reports may be required at AAFC's discretion.

5.0 Considerations

5.1 M-30 Act (Quebec organizations only)

The M-30 legislation applies for Quebec based applicants only. It is the Act Respecting the Ministère du Conseil exécutif (R.S.Q., c. M-30).

More information on the Act is available online or by contacting the Ministère de l'Agriculture, des Pêcheries et de l'Alimentation (MAPAQ) at

M-30 applies to various types of Quebec organizations, for example, organizations located in Quebec and receiving more than half of their financing from the Government of Québec may be subject to the Act.

All Quebec based organizations will have to address this matter and demonstrate their compliance with the Act during the project assessment process, and prior to entering into a contribution agreement.

6.0 After you apply

Once an application has been submitted, an acknowledgment notice will be forwarded to the applicant.

Note: You should not consider an application as submitted to the program until you receive the acknowledgement notice.

Our goal is to:

Please note that even if a project meets all eligibility criteria, the submission of an application creates no obligation on the part of the Minister or of Agriculture and Agri-Food Canada officials to provide funding for the proposed project. The Minister retains discretion to determine, based on other public policy and public interest considerations, whether an application that meets the criteria identified in this Guide will ultimately receive funding.

7.0 Contact us

For more information on the AgriMarketing Program: National Industry Association (NIA) component, please contact us by:

Telephone: 1-877-246-4682
TDD/TTY: 613-773-2600

Agriculture and Agri-Food Canada
AgriMarketing Program: NIA
1341 Baseline Road
Tower 7, 6th Floor, Room 215
Ottawa, ON K1A 0C5

Before you apply, please read Annex A: How to apply for detailed information on the application process.

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