AgriMarketing Program Market Diversification Stream: How to Apply (SMEs and National Industry Associations)

If your agri-food business or industry association wants to sell to new markets, the AgriMarketing Program Market Diversification Stream can help cover your costs. This federal program supports export and interprovincial marketing activities. It aims to reduce reliance on a single market and strengthen Canada’s agriculture sector. Agriculture and Agri-Food Canada (AAFC) delivers the program, and it is open across the country.

What Is the AgriMarketing Program Market Diversification Stream?

The AgriMarketing Program is part of Canada’s support for the agriculture sector. Its Market Diversification Stream helps organizations reach new global and interprovincial markets. The focus is on non-traditional or high-growth markets.

There are two main streams for applicants:

Small and Medium-sized Enterprises (SMEs)
National Industry Associations and Indigenous organizations

This article explains how to apply, especially for National Industry Associations, and shows where SMEs fit in.

Eligible Applicants

National Industry Associations (Primary Focus)

Your organization may qualify if it is:

A not-for-profit or Indigenous organization
Working at a national or sector-wide level (including fish and seafood)
Able to deliver projects that benefit the entire sector, not just one business
Targeting new or non-traditional markets
A legal entity that can sign a funding agreement
Expected to be a member of the Canada Brand
Willing to consult with Canadian Trade Commissioners in target markets

For-profit organizations are not eligible under this stream.

Small and Medium-sized Enterprises (SMEs)

SMEs must apply through the SME-specific Market Diversification stream. This stream supports individual businesses, not sector-wide projects.

How Much Funding Is Available?

For National Industry Associations, the program offers:

Up to $1 million per year
Up to $5 million per project over five years
Covers up to 70% of eligible costs
Funding is non-repayable

Applicants must contribute at least 30% of eligible costs in cash.

Funding amounts for SMEs are decided under the SME stream and depend on the project.

Eligible Activities

Projects must support market diversification. Examples of eligible activities include:

Market research and competitive analysis
Creating export or interprovincial marketing strategies
Trade promotion activities (virtual or in-person)
Attending international trade shows and missions
Branding and promotional materials for new markets
Sector-wide coordination and sharing of knowledge

Projects that only maintain current markets are less competitive.

Application Process

Choose the Right Stream
Check if you are applying as a national association or SME. Applying to the wrong stream can delay your application.
Plan a Sector-Wide Project
National associations must show that the project will help the whole sector, not just a few members.
Consult Trade Commissioners
AAFC expects you to consult Trade Commissioners in your target markets and include their advice in your proposal.
Prepare a Clear Budget
Show how AAFC funding (up to 70%) and your cash contribution (at least 30%) are separated.
Submit Your Application to AAFC
Send your application directly to Agriculture and Agri-Food Canada. They review applications based on eligibility, impact, and value for money.

If you need help checking eligibility or finding similar programs, tools like GrantHub’s eligibility matcher can speed up your search.

Tips for a Strong Application

Show Sector-Wide Impact
Explain how your project will benefit the entire sector, not just your organization.
Provide Evidence of Market Demand
Include strong market research and input from Trade Commissioners.
Follow Cash Contribution Rules
Make sure you can provide at least 30% of eligible costs in cash. In-kind support is not enough.
Avoid Ineligible Applicants
For-profit associations cannot apply under the national stream.
Focus on New Markets
Projects aimed only at existing markets are less likely to be approved.

Frequently Asked Questions

Q: Is AgriMarketing funding repayable?
No. The AgriMarketing Program offers non-repayable contributions, not loans.

Q: Can SMEs apply through a national industry association?
Yes. SMEs may benefit when a national association leads a sector-wide project, but direct funding to SMEs is through the SME stream.

Q: Are interprovincial markets eligible, or only exports?
Both are eligible. Projects can target new interprovincial or international markets.

Q: Is a cash contribution always required?
Yes. Applicants must cover at least 30% of eligible costs in cash.

Q: Do projects need to focus on non-traditional markets?
Priority goes to non-traditional and high-growth markets, especially where trade disruptions have happened.

Remember, GrantHub tracks hundreds of active grant programs across Canada, including agriculture and export funding, to help you find programs that match your goals.

Next Steps

If your organization plans a sector-wide project to reach new markets, the AgriMarketing Program Market Diversification Stream is a top federal funding option. Before applying, check your eligibility, funding limits, and timelines. Review how this program fits with other agriculture and export grants. GrantHub can help you compare active programs and track deadlines as you move your market diversification plans forward.

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AgriMarketing Program Market Diversification Stream: How to Apply (SMEs and National Industry Associations)