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Trade Show Applicant Guide - Canada Pavilion Program

What is the Canada Pavilion Program?

The Canada Pavilion Program is aimed at making trade show participation easier at the world’s premier food and beverage events, “where the world shops”. With trade shows being an integral marketing technique used by industry when entering new regions, the Canada Pavilion Program will allow companies to take advantage of opportunities arising from market access gains.

Who is eligible?

All Canadian companies may apply. Emphasis will be placed on first-time exhibitors, new to market exhibitors, and companies with innovative products. Priority will be given to Small and Medium Sized Enterprises (SMEs).

SMEs are defined as: Small (1-249 employees) and Medium (250-500 employees) sized companies (incorporated legal entity) that generate annual net revenue of less than CAD$50 million (declared in Canada).

What are the funding levels?

Program funding is used to offset the direct cost of exhibiting (booth prices). Agriculture and Agri-Food Canada (AAFC) will no longer provide separate funding to exhibitors for individual elements around Flagship events (travel, hotel, per diem and booth costs). However, under the program booth prices will be offset at such a level to comfortably allow participants to individualize their travel and accommodation needs. This will maintain support and reduce the administrative burden of participating.

Booth pricing will be set on a show-by-show basis to ensure that funding levels are appropriate.

The following Flagship trade shows are part of the Canada Pavilion Program and are eligible for booth support:

Note: Flagship fish and seafood trade show events (Seafood Expo Global, China Fisheries and Seafood Expo) are not part of the Canada Pavilion Program, but are eligible for funding support under the CanExport.

How to register for a Canada Pavilion Program Flagship trade show?

Export-ready Canadian companies who feature products from the agriculture and agri-food sectors are eligible for program support. New to exhibit companies will have access to a pre-registration period. Full registration will begin within 6-months of the show date.

Step 1 – Review and Select Preferred Trade show

Step 2 – Registering for the show

Step 2.1 – Waitlist

Step 3 – Invoice/Payment

Service Standards

AAFC is committed to achieving its Service Standards a minimum of 80% of the time under normal circumstances. AAFC's 23 programs and services have published Service Standards on each program webpage. Performance data is collected on a quarterly basis throughout each fiscal year and reported publicly through our annual Service Standards Report.

There are no delays expected. Online applications will receive an acknowledgement receipt within one business day. If you did not receive this, please contact the program by email at

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