Applicant Guide - Market Development Stream

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1.0 Purpose

The purpose of this document is to provide you, the Applicant, with information about the AgriMarketing Program and its Market Development stream. In addition, this guide will assist you in completing and applying for funding under this stream.

2.0 Description of the AgriMarketing Program

The AgriMarketing Program is a five-year (2013-2018), $341 million program comprising a combination of government initiatives and contribution funding for industry-led projects. Its objective is to improve the agriculture, agri-food and agri-based products sector's competitiveness in domestic and international markets by supporting industry in gaining and maintaining access to markets and capitalizing on market opportunities. It will achieve this objective through activities currently grouped into four streams:

  • Breaking down trade barriers
  • Building market success
  • Market development
  • Assurance systems

There are two contribution funding streams that support industry-led projects under the AgriMarketing Program: Market Development and Assurance Systems. This guide focuses on the Market Development stream.

3.0 Market Development Stream

3.1 Description

Canada's agriculture, agri-food, fish and seafood sectors are heavily trade-oriented and are experiencing new challenges resulting from changes such as the rise of new emerging markets. To remain competitive, the sectors will have to be competitive, not only on the basis of costs, but also by meeting changing customer (market) requirements for food safety, gaining access to new markets and maintaining existing markets, both domestically and internationally.

The Market Development stream is aimed at building and promoting Canada's ability to expand domestic and export markets, undertake promotional activities to help position and differentiate Canadian products and producers, and ensure industry's ability to meet market requirements.

Agriculture and Agri-Food Canada contribution funding approved under the Market Development stream will focus on developing and implementing long-term market development strategies which are critical to succeed in global markets. The Market Development stream will focus on the promotional and market development activities in traditional and new markets.

A long-term international strategy provides a strategic framework for understanding applicants' market development proposals, discerning potential benefits to the sector, assessing associated risks, measuring performance and reporting results to Canadians. Applicants are required to submit a long-term international strategy with their application. The long-term international strategy should cover a three-to-five (3-5) year period and be focused on market development.

Applicants can request a Guide to Developing a Long-Term International Strategy by emailing

For the purpose of this programming stream, a “project” is defined as the grouping of activities to be undertaken during the period established by the long-term international strategy and directly linked to the achievement of the objectives and outcomes contained in the long-term international strategy.

Strong performance measurement data is critical to clearly demonstrate the Market Development stream's value to Canadians and ensuring its future success. As such, it is important that successful applicants report on the measurable results and outcomes of their project.

3.2 Duration

The Market Development stream ends on March 31, 2018.

3.3 Eligible applicants

Eligible Applicants must be legal entities capable of entering into legally binding agreements.

Eligible Applicants are:

  • Not-for-profit organizations operating on a national or sector-wide basis in the agriculture, agri-food, fish and seafood sectors
  • Not-for-profit industry organizations operating on a regional basis in the agriculture, agri-food, fish and seafood sectors that represent the majority of production within that sector and can demonstrate their ability to deliver a project from a national perspective
  • Alliances and technical marketing organizations


  • Eligible Applicants must be members of the Canada Brand (as outlined in section 4.3 Additional Requirements) and demonstrate their usage of the Canada Brand or sufficiently demonstrate how such compliance would harm their exports for their sector.
  • Eligible Applicant must have a multi-year Long-Term International strategy in place.

Ineligible applicants are:

  • Individuals
  • Other levels of government

3.4 Maximum funding amount

The approved funding amount for each eligible project will be determined as part of the application review process; however, the maximum Agriculture and Agri-Food Canada contribution to a not-for-profit applicant normally will not exceed $2.5 million per year.

3.5 Cost sharing

Eligible costs related to a project, as defined in section 3.8 Eligible Costs, are to be shared between Agriculture and Agri-Food Canada and the successful applicant (and others where relevant, for example other industry supporters and other governments).

Cash contributions to eligible costs demonstrate industry's commitment to market development and add importance to the project activities proposed by the applicant. As such, it is expected that applicants will contribute a certain amount of cash for each project.

When including funds from other government sources to meet the Applicant's 50% share, the stacking limit must be respected. The stacking limit refers to the maximum level of total Canadian government funding (federal, provincial/territorial, and municipal) a successful Applicant can receive towards the total eligible costs of a project.

The maximum level of total government funding will generally not exceed 85% of eligible costs per project.

3.5.1 Cash contributions

When eligible costs are resourced by an approved cash outlay, they would either be eligible for reimbursement by Agriculture and Agri-Food Canada or be part of the Applicant's contribution to the project.

For example, if a project requires specific human resources to undertake direct project activities and an Applicant devotes existing staff with the required skills to meet that requirement, then the cost of those resources is considered a cash outlay. These labour costs would either be considered eligible for reimbursement by Agriculture and Agri-Food Canada or be part of the Applicant's cash contribution to the project.

3.5.2 In-kind contributions

In-kind contributions are goods and services that are contributed to a project and that require no outlay of cash by the applicant or project supporter.

In-Kind contributions are not eligible under the Market Development Stream and cannot be used to form part of the applicant's contribution to a project.

3.6 Application intake

In the first year of the Market Development stream, applications received prior to March 15, 2013 will receive priority consideration. Once those applications have been assessed, intake and assessment of new applications will be undertaken on a continuous basis.

Applications can be submitted at any time until September 30, 2017 or until all funding has been fully committed and will be assessed based on individual merit and the criteria outlined in section 5.1 Assessment Criteria.

Please note that the timing of application submissions must allow for projects to be completed by March 31, 2018, which is the program end date.

3.7 Eligible activities

Eligible activities are of the following nature and type:

  • Development and implementation of market development and branding strategies
  • Industry-wide branding, promotion and advertising including in-store and food service promotions and product demonstrations for buyers both domestically and internationally
  • Incoming, outgoing and exploratory missions
  • Participation or attendance in trade fairs/shows and multilateral meetings and conferences
  • Market research
  • Technical training for buyers about Canadian products and product handling
  • Trade seminars designed to inform industry representatives of specific attributes of Canadian agriculture, agri-food, fish and seafood products
  • Industry-to-Industry trade advocacy (activities aimed at lobbying Canadian and foreign governments are deemed ineligible)
  • Export capacity building
  • Technical support services and/or research which facilitate entry into markets

All activities must be aimed at increasing exports or increasing domestic market share.

During the assessment process, priority will be given to projects and related activities that support expansion into new markets or take advantage of new opportunities presented by faster growing emerging markets, changing consumer preferences and/or emerging food trends.

In regards to activities aimed at increasing domestic market share, priority may be given to those projects in which multiple participants in a product value chain are involved and in which activities are aimed at the domestic consumer.

Ineligible activities are those of the following nature and type:

  • Product development and commercialization
  • Research, analysis, and/or development of industry-specific policies that are not related to market development
  • Activities intended to directly influence/lobby governments
  • Training for consultants or employees
  • On-going activities of the organization that are not deemed to benefit the outcomes of the long-term international strategy
  • Any other activities not previously approved under the work plan

3.8 Eligible costs

Eligible costs are the costs directly related to the project that fall within the recognized cost categories and respect all conditions and limitations set out in this guide and the contribution agreement if the project is approved.

Eligible costs are categorized under Annex B: Cost Categories for all funding projects. Eligible cost categories under the Market Development stream include:

  • Administration (see limitations below)
    • Incremental office costs, additional to existing organizational costs, necessary to manage the project such as
      • Office supplies and materials
      • Office space
      • Telecommunications
      • Postage and freight
  • Salaries/Benefits
    • Salaries and benefits, additional to existing organizational costs, necessary to manage the project
    • These costs would not have been incurred by the organization before the project and will not continue to be incurred after the project
  • Contracted Services
    • Consultant fees as billed to the organization, including communication, travel, accommodation, costs to undertake studies, market research, project management or to provide other professional services (domestic and locally-engaged on site)
    • Professional, interpretation and translation services
    • Employment of part-time contractors to help in implementing specific promotional activities at point-of-sale or display sites
    • Seminars and training costs, including room rentals, audio-visual equipment rentals
    • Product testing by foreign standards enforcement agencies for market certification
  • Travel (see limitations below)
    • Airfare
    • Per diems (include accommodations, meals, ground transportation and incidentals)
    • In-country or out-of-city transportation
  • Capital Costs(see limitations below)
    • Costs related to trade show displays
  • Other Direct Project Costs
    • Shipping
    • Printing
    • Disseminating project results to stakeholders
    • Conference fees/registration fees
    • Costs of product samples used in generic promotional events at tradeshows or on missions
    • Purchase of existing market research information
    • Marketing costs related to production of materials/documents/marketing plans
    • Advertising costs related to print and electronic media, billboards and posters
    • Costs related to trade shows such as space rental, set-up and dismantling, transportation and documentation costs for displays, for promotional material, and for products for demonstration, testing, sampling or trial purposes, et cetera

Eligible costs must be presented, in the budget, under the standard categories for all funding projects, as identified in Annex B: Cost Categories.

The program start date is April, 1, 2013, and in no instance will any costs incurred prior to that date be eligible for reimbursement. Any costs incurred after the program end date March 31, 2018 will not be eligible for reimbursement, or considered as an industry contribution toward the project.

Note: Agriculture and Agri-Food Canada may allow eligible costs to be incurred after a complete funding proposal has been received by the Program, but prior to the signing of a Contribution Agreement if Agriculture and Agri-Food Canada deems this necessary for the achievement of objectives under the project and if such costs are reasonable and required to carry out the eligible activities to which they relate. Please note, however, that even if an Applicant is advised that their project is approved and the Applicant starts incurring costs, no costs can be reimbursed unless a Contribution Agreement is ultimately signed between the Applicant and Agriculture and Agri-Food Canada. Thus, any costs incurred prior to the signing of a Contribution Agreement would be incurred solely at the applicant's risk without obligation of payment by Agriculture and Agri-Food Canada.

3.9 Ineligible costs or limitations

Ineligible project costs are, but not limited to, the following:

  • The purchase of land or buildings
  • Costs not specifically required for the project
  • Costs incurred by parties who are not signatories of the Contribution Agreement unless under contract with the recipient
  • Normal costs of establishing a commercial operation
  • Legal fees associated with the incorporation of an organization
  • Contracted services carried out by federal, provincial or municipal governments (for example, laboratory work) including contracts with crown corporations
  • Capital items not specifically required for the execution of the project
  • Business cards, seasonal greeting cards and subscriptions to publications
  • Memberships in trade organizations
  • Retail listing fees and slotting charges
  • Costs of hospitality, entertainment and gifts (for example meals and beverages, banquets, sightseeing tours, briefcases at conferences, promotional articles to be given away as gifts)
  • The refundable portion of the Goods and Services Tax (GST), Harmonized Sales Tax (HST), value-added taxes, or other items for which a refund or rebate is received
  • Banking charges and fees including interest and credit card charges
  • Costs being reimbursed under an existing federal, provincial, territorial, or municipal program
  • Any other costs not specifically required for the project.

Limitations are:

  • Administration: All administrative costs proposed and incurred by the organization must be clearly outlined in the budget and must be directly related to the administration of the project.  Administration or overhead calculated as a percentage of total project costs will not be accepted.
  • Salaries: Contributions towards salaries and benefits will not normally exceed 10% of project costs, must be incremental and substantiated through supporting documentation:
    • Salary costs will not normally be covered while on travel status.
  • Travel costs:
    • Airfare: Economy airfare for people traveling within Canada or abroad.  Bookings should be made as far in advance as possible.
    • Out-of-city travel, both internationally and in-Canada, are not included within the per diem and reasonable costs for transportation may be claimed separately.
    • Per diems
      • For international travel, a per diem of CAN$400 (Canadian dollars) per day towards daily expenses such as meals, accommodation, local or in-city transportation (for example buses, taxis, vehicle rentals, et cetera) and incidental expenses (for example phone, laundry, insurance, visas et cetera) will be eligible.
      • For travel within Canada, a per diem of CAN$300 per day, for each day that ends with an overnight stay, towards daily expenses such as meals, accommodation, local or in-city transportation (for example buses, taxis, vehicle rentals, et cetera) and incidental expenses (for example phone, laundry, insurance, visas, et cetera) will be eligible.
      • For travel within Canada with no overnight stay, a per diem of CAN$70 per day towards daily expenses such as meals, gratuities and local or in-city transportation at the final destination (for example buses, taxis, vehicle rentals, parking, et cetera) will be eligible.
  • A flat rate of CAN$100 for the costs of ground transportation to and from the traveller's home or work and the commercial carrier.
    • Note: Where a per diem or flat rate (as described above) is used under the travel category, invoices to substantiate the actual costs will not be required by Agriculture and Agri-Food Canada; however, Recipients will need to be able to validate that the travel took place with supporting documentation such as boarding passes or a hotel invoice in the traveller's name.
  • Capital costs: Capital costs are limited to displays purchased for trade show and promotional purposes that are required for the execution of the project, have a useful life extending beyond one fiscal year and are intended to be used on a continuing basis.

4.0 How to Apply

Please note that the submission of an application creates no obligation on the part of Agriculture and Agri-Food Canada to provide funding for the proposed project. As an Applicant, you must ensure that you meet all eligibility criteria before submitting your application.

Applications can be submitted until September 30, 2017 or until all the funding has been fully committed.

Applications will be assessed based on merit, clear objectives and performance measures. Priority consideration will be placed on the development of new markets (as outlined in section 5.1 Assessment Criteria).


Agriculture and Agri-Food Canada offers you the ability to apply online, simplifying the application process and making it faster and easier for your information to get to us. The Apply Online Project Application Form is a dynamic form, combining the Project Work Plan and Budget templates which are required for your application to be considered complete.

A complete online application package consists of a completed Agriculture and Agri-Food Canada Online Project Application Form which includes the Project Work Plan and Budget, and such additional supporting documentation (listed in section 4.3 Additional requirements) required by the program to fully assess the project can be attached and submitted electronically.

Fax/Mail or email

For those applying by fax/mail or email, please see the contact information provided in section 7.0 Contact Information to obtain your Project Application Form, a Project Work Plan and Budget template along with the necessary instructions.

A complete hard copy application package consists of a completed Agriculture and Agri-Food Canada Application Form, a Project Work Plan, a Budget, and such additional supporting documentation (listed in section 4.3 Additional requirements) required by the program to fully assess the project's merit to be funded.

Below is an overview of what is expected in each component of the application.

4.1 Work Plan

The Work Plan provides a description of all project activities and timelines, as well as overall project outcomes. Applicants must complete a Project Work Plan template for the work being performed under a contribution agreement.

Within the Project Outcome(s) box, applicants are to describe the outcome(s) that they want to achieve with funding over the project duration to contribute to their long-term strategic plan.

Examples include:

  • Increase exports to country X and Y by X% annually from $xx million
  • Increase Canada's market share by X% for a particular product in country X
  • Maintain a price premium of $X in Y market
  • Introduce new technology or innovation in selected markets with sales of $X annually

Within the Description of Activity and Deliverables box, applicants are required to:

  • Identify the country targeted for each individual activity (top line separate from activity description)
  • Describe the activities that will be undertaken in that targeted country
  • Describe what will be achieved (deliverables) from having undertaken those activities

4.2 Budget

Applicants are encouraged to review the Annex B: Cost categories for assistance with the categorization of costs within the Budget form.

For Project Costs set out in this Budget to be considered Eligible Costs they must fall within the recognized Annex B: Cost categories and respect all conditions and limitations set out in this Program Applicant Guide, whether or not the Budget is approved by the Parties. For greater certainty, these Eligible Costs must also be reasonable, reflect Fair Market Value and be directly related to the project.

Applicants are required to provide an estimate of costs to be incurred during the period covering the activities of the work plan, along with contributions from all sources of funding using the Budget template of the application package. Please refer to the instructional sheet provided with the budget template in order to assist you.

4.3 Additional requirements

Applicants should submit the following information, where applicable, to support the completed Project Application Form, Work Plan and Budget:

  • Executive Summary: Applicants must submit a one-page executive summary of their project, which links the activities proposed in the work plan with the strategic objectives as laid out in the long-term international strategy.
  • A copy of the Applicant organization's Certificate of Incorporation or Articles of Incorporation: Certificates and Articles of Incorporation are issued and filed, respectively, by or with provincial, territorial or federal government that document the applicant's status as a legal entity.
  • A copy of the Applicant organization's last two years' financial statements and the most recent interim financial statement:
    • The organization's annual financial statements (audited or reviewed) for the past two years or since the date of business start-up where the business is less than two years old;
    • the latest interim (audited or unaudited) financial statements; and
    • the most recent annual report or audited financial statements of the parent company or principal owner (if applicable).
  • Annex A - Consent to Disclose Personal and/or Business Information Form: Written consent for the disclosure of third-party personal and business information to Agriculture and Agri-Food Canada. Third party information is information that is not in the public domain and is submitted about an individual and organization other than the applicant. The department will use this information to assess projects under Agriculture and Agri-Food Canada program streams. It may also use the information to determine eligibility for other programs and to evaluate agricultural programming.
  • Annex C: Copyright Permission Form: Permission Form to grant Agriculture and Agri-Food Canada the permission to reproduce or redistribute the whole or any part of documentation provided to third parties. Documentation is reproduced or redistributed in order to assess the application as well as to determine eligibility for other Agriculture and Agri-Food Canada, Government of Canada or provincial programs from which the Applicant may benefit.
  • Project Endorsement Letters/ Letters of Support (if available, not a requirement): Letters of support from organizations indicating they believe there is a need for the proposed project and expressing hope that the proposed project will be accepted.
  • Long-Term International Strategy: long-term international strategy guide to be provided by Agriculture and Agri-Food Canada

Long-Term International Strategy

  • A strategy is a plan of action designed to achieve a particular goal or a strategic objective. Applicant's strategic objectives should be identified following an analysis of both the external environment and the capacity of the industry to respond and adapt.
  • Please refer to the Guide to Develop a Long-Term International Strategy in order to determine the level of information required. A long-term international strategy (10-15 pages) must accompany the Application Form and must at least cover the timelines represented by the activities of the work plan.

Canada Brand

  • Agriculture and Agri-Food Canada, in collaboration with provinces and industry, has developed the Canada Brand strategy to help the Canadian agriculture, agri-food, fish and seafood sector differentiate itself from key competitors and provide a competitive advantage in markets. The brand strategy is designed to leverage the perception of Canada and Canadians, and influence buyers to more strongly associate Canadian suppliers and products with five key attributes (quality, customer focus, commitment, trustworthiness and nature).
  • To help organizations and companies gain a competitive advantage and contribute to building a strong, cohesive brand for the sector, a suite of tools and promotional products is available for use by registered Canada Brand members. As a brand member (membership is a pre-requisite for applying to the Market Development Stream) you are encouraged to review the tools and consider how they can be incorporated in your marketing strategy and activities, and adapted to meet your organization's unique circumstances.

Confidentiality: It is the Applicant's responsibility to clearly identify, on any documentation submitted to Agriculture and Agri-Food Canada, the information that is considered commercially confidential. This information will not be disclosed unless required by law, including the Access to Information Act, or upon the express authorization of the applicant.

5.0 Assessment and approval

5.1 Assessment criteria

Funding will be allocated based on project applications that demonstrate a clear evolution of strategic industry development, the exploration of new markets, and which are linked to broader priorities such as membership and usage of the Canada Brand.

Once an application has been submitted to the Market Development stream, an acknowledgement notice will be forwarded to the applicant.

An appropriate funding amount is determined through the assessment process and includes:

  • Reasonableness and fair market value of proposed eligible costs
  • Reasonableness of the overall projected costs given the projected outcome(s)
  • Other sources of funding

The application will initially be assessed against the following criteria:

  • The completeness of the application
  • The applicant has met all eligibility criteria
  • The applicant has the capacity to deliver the project
  • The proposed activities, including outcomes, support the program and stream objectives
  • Positive impact of the proposed eligible activities on the sector
  • The proposed activities and costs are eligible, reasonable and required to meet the project outcomes
  • All sources of funding are identified

If these elements are present, further, in-depth assessment of the applications will be undertaken and include:

  • Reviewing the export performance of the sector
  • Evaluating the export potential and market access opportunities (for example, recent or anticipated changes in access)
  • Evaluating the economic impact on Canadians
  • Evaluating the value to producers
  • Validating the implementation of Canada Brand by the proposed project

If you are successful, Agriculture and Agri-Food Canada will provide a written decision letter outlining the level of assistance awarded and any other conditions if applicable.

5.2 Contribution Agreement

Successful Applicants who enter into a Contribution Agreement with Agriculture and Agri-Food Canada will be referred to therein as Recipients. Recipients are required to enter into a Contribution Agreement that outlines the amount of funding Agriculture and Agri-Food Canada will provide to the Recipient toward eligible costs, as well as the Recipient's responsibilities and obligations.

5.2.1 Payments to recipients

Agriculture and Agri-Food Canada will make payments based on claims submitted for eligible costs incurred and paid by the Recipient in accordance with the terms and conditions of the Contribution Agreement. Each claim must be supported by details of the costs being claimed and certified by an authorized official of the Recipient.

Advances may be made available based on Agriculture and Agri-Food Canada's assessment of the project risk (see section 6.1 Risk framework) and where need is substantiated.

5.3 Reporting requirements

Recipients will be required to provide progress reports using forms to be provided by Agriculture and Agri-Food Canada, describing the activities completed and progress made towards deliverables, as described in the Project Work Plan (see section 4.1 Work plan).

Recipients will also be required to provide performance reports annually and at the end of projects, using forms provided by Agriculture and Agri-Food Canada. Those reports will track progress against project performance measures.

Financial reporting will be required with each request for reimbursement of expenditures, in addition to year-end accounting and other financial reports.

Other reports may be required at Agriculture and Agri-Food Canada's discretion.

Note: When completing your Budget form, please ensure that you have allowed sufficient resources to perform this function (see section 4.2 Budget).

6.0 Notes

6.1 Risk framework

Once a project is approved for contribution funding, Agriculture and Agri-Food Canada will conduct a risk assessment to determine the overall risk level of the project.

The result (risk level) of this assessment does not determine eligibility for funding but will affect, among other things:

  • The frequency of progress reporting;
  • How often advances can be provided to the Recipient for contribution funding;
  • The amount of funds to be held back (holdback);
  • The frequency of site visits; and
  • Percentage of supporting documentation required for claim verification

Agriculture and Agri-Food Canada's contribution agreement template has been designed to accommodate this framework and its results. A letter will accompany the Contribution Agreement to outline the requirements for the above.

6.2 Intellectual property

By signing the application form you are allowing Agriculture and Agri-Food Canada to reproduce and distribute the whole or any part(s) of your application for the purposes outlined in section 6.6 Business information.

The Market Development stream is an initiative pursuant to which contribution funds may be paid to recipients. Title to the intellectual property developed by the recipient of contribution funding will vest in the recipient or in a third party, as may be negotiated by the recipient and the third party.

However, Agriculture and Agri-Food Canada will engage in program administration activities and in other follow-up activities. Agriculture and Agri-Food Canada may require the inclusion of a non-exclusive, world-wide and royalty-free and perpetual license or sub-license, as applicable, allowing Agriculture and Agri-Food Canada to reproduce and to distribute by any means the whole or any part of documents generated by or for the recipient for these purposes, within the Department, within the Government of Canada, or to other governments, as part of the contribution agreement.

6.3 Retention and disposition of assets

The department will include terms in the Contribution Agreement to allow Agriculture and Agri-Food Canada to direct that assets purchased with contribution funds or needed to meet the Recipient's obligations under the Contribution Agreement be retained until the completion of the project or the repayment of Agriculture and Agri-Food Canada contribution funding (if any). If the Recipient wishes to dispose of the assets beforehand, they will be disposed of in the manner that Agriculture and Agri-Food Canada determines or to such person as Agriculture and Agri-Food Canada authorizes. This means that if the Recipient wishes to dispose of assets that are purchased using contribution funds or needed to meet the Recipient's obligations under the Contribution Agreement, then the Recipient must send a request for authorization to do so to the Minister or his representative before disposition. The terms of the Contribution Agreement also allow Agriculture and Agri-Food Canada to direct, at the completion of the Project, or upon an earlier termination of this Agreement the Recipient to keep, or to dispose of the capital assets acquired by the Recipient using the Minister's Contribution. Note that Agriculture and Agri-Food Canada will have no property ownership or security interests in any assets purchased with contribution funds.

6.4 Official languages

6.4.1 Language of service

Applicants and Recipients are encouraged to communicate with Agriculture and Agri-Food Canada in the official language of their choice. Agriculture and Agri-Food Canada reviews and assesses applications and project deliverables in both official languages.

6.4.2 Language obligations of recipients

Depending on the nature of the program, the type of Recipient, and specific project activities to be undertaken, the Government of Canada may require the Recipient to make information available to and interact with the public in one or both official languages on terms and conditions to be specified in the Contribution Agreement.

In all cases the Recipient must publicly acknowledge Agriculture and Agri-Food Canada's support for the project and project-specific communications products. The department may request that such acknowledgment include text in both official languages. Contribution funding from the Market Development stream can be used to help cover the cost of conducting activities and communicating with the public in Canada's official languages as long as the costs fall within the definition of eligible costs and are included within the project budget.

6.5 M-30 Law (for Quebec organizations only)

The Act Respecting the Ministère du Conseil Exécutif (M-30) may apply to an applicant in the Province of Québec.  Applicants will be required to complete an additional information form and, if they are subject to the requirements of the Act, to obtain written authorization and approval from the Government of Québec prior to execution of any contribution funding agreement.

6.6 Business information

Agriculture and Agri-Food Canada may collect, use and share an Applicant's information, which includes, but is not limited to, documentation prepared in the administration of the Market Development stream of the AgriMarketing program. Agriculture and Agri-Food Canada will use and share this information for the purposes of assessing and reviewing the eligibility of the Applicant and the proposed project with:

  • Other Agriculture and Agri-Food Canada programs and/or other Agriculture and Agri-Food Canada Branches;
  • Other departments or agencies of the Government of Canada; and
  • Other levels of government in Canada.

The information may be shared with the parties mentioned above, for purposes that include, but are not limited to:

  • The use of the Applicant's information in the administration, including audit and evaluation of the program;
  • Surveying for the Applicant's experience with Agriculture and Agri-Food Canada;
  • Audit, analysis and risk assessment of the Applicant and/or the project;
  • Determining the possible availability of funding for the Applicant's project under another program or initiative;
  • Examining the scope and direction of agricultural programming in Canada; or
  • Ensuring efficiencies and effectiveness in setting up and administering agricultural and other government programs.

Agriculture and Agri-Food Canada publishes a list of approved projects on the departmental website and may publish such list on other Government of Canada websites. This list would include the name of the Recipient, the project name, and the amount of the Market Development stream contribution. Agriculture and Agri-Food Canada may also publicize this information, along with a description of the project, in:

  • Project funding announcements or other promotions
  • In other government documents, including public reports on the progress of government initiatives

6.7 Environmental considerations

All projects receiving funding from Agriculture and Agri-Food Canada must comply with the Canadian Environmental Assessment Act, 2012 (CEAA 2012). It is your responsibility to review whether your type of project is listed on the Regulations Designating Physical Activities and to contact the Canadian Environmental Assessment Agency. Indicate in the "Project Description" section of the Application Form if your type of project is listed on the Regulations. Also indicate if the project's activities are located on Federal Crown land (includes federal and Aboriginal reserve land), on private land or another type of land. If you do not know, indicate that this information is "unknown."

The Minister of Agriculture and Agri-Food will consider whether your project requires an environmental determination under section 67 of the CEAA 2012 and take the necessary steps if a determination is required and may inform you accordingly.

Provide details on any environmental risks in the "Risk Assessment" section in the Application Form, which includes confirming whether you have or will obtain federal, provincial, territorial or municipal authorizations and permits. Agriculture and Agri-Food Canada reserves the right to request additional information.

7.0 Contact Information

For further information please contact us toll-free at 1-877-246-4682, or by e-mail at

Applications can be mailed to the following address:

Agriculture and Agri-Food Canada
1341 Baseline Road
Tower 7, 6th Floor, Room 221
Ottawa, Ontario K1A 0C5

Annex A: Consent to Disclose Personal and/or Business Information

See the Consent to Disclose Personal and/or Business Information form.

Annex B: Cost Categories


Administration costs necessary to complete the project, such as:

  • Office supplies and materials
  • Office space
  • Telecommunications/Audiovisual
  • Postage and freight


Salaries and benefits directly related to completing the activities of the project.

Contracted services

Professional or specialized services for which a contract is entered into, such as:

  • inspection
  • consultant/expert services
  • installation/construction
  • financial auditing (required for the project)
  • Environmental Assessment
  • project management
  • research


Travel costs directly related to the project, such as:

  • meals
  • incidentals
  • accommodations
  • transportation
  • hospitality (where eligible)


Capital Assets are tangible assets that are purchased, constructed, developed or otherwise acquired and:

  • Are required for the execution of the project;
  • Have a useful life extending beyond one fiscal year and are intended to be used on a continuing basis; and
  • Are not intended for resale during the life of the project.

Costs such as:

  • equipment
  • computers
  • buildings

Other direct project costs

Other costs for project-related deliverables, such as:

  • shipping
  • printing
  • conference fees/registration fees
  • consumable materials
  • construction material costs
  • translation
  • marketing costs related to production of materials/documents/marketing plans

Annex C: Copyright Permission

See the Copyright Permission form.

Growing Forward 2
, a federal-provincial-territorial initiative

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