Canadian Agricultural Partnership: Market Development

Table of Contents

Assessment, Audit and Planning for Market Development

Purpose of Project Category

Projects will focus on supporting partners to develop plans, assessments and audits to retain or access new domestic or export markets. Accessing new and emerging markets or expanding markets, both domestic and export represents growth opportunity, however requires capacity to support analysis and plan development. In a competitive environment, sectors also are required to constantly monitor existing markets to ensure products are meeting customer need. Cost-share funding will allow partners to develop plans to analyze and assess opportunity and develop plans to access/retain domestic or export markets.

Target Audience

Partners who demonstrate prior efforts for identifying and investigating the market opportunity in order to focus the project on activities that can help identify and address barriers to entry in a market or retaining a market.

Eligible Projects

  • Developing plans to access domestic or export markets
  • Assessments
  • Conducting audits or analysis

Project Category Priorities

  • Projects that focus on sector growth by accessing and/or retaining new or existing markets (domestic or export)
  • Projects that address a specific new market opportunity or mitigates risks that require additional data or validation prior to implementation
  • Projects that demonstrate impact and/or benefits that go beyond their specific commodity
  • Projects that are in partnership with the appropriate industry partner(s).
  • Projects that demonstrate prior effort to identify and instigate a market opportunity that support the project activities to be undertaken

Recommended Cost-share

  • Up to $100,000 per project

Eligible Activities

  • Market analysis, research, assessment and trend monitoring for existing, modified or new products or markets
  • Development of business, marketing, strategic or export plans for developing a new market
  • Investigate regulatory requirements or standards for new markets
  • Initial audit or assessment for operations, cost of production or processes
  • Commercialization plan for a new product that has never been sold

Ineligible Activities

  • Ontario specific promotional campaigns or branding (including the use of Foodland Ontario logo)
  • Producing product samples for in-store or in-market product demonstrations from normal production
  • Ongoing production of product packagin

Terms & Conditions

Accessing Markets and Development of Products or Processes - Domestic

Purpose of Project Category

Projects will focus on supporting partners to implement marketing plans, develop new products or processes, develop skills, or conduct pilots or demonstrations that help access new domestic markets or retain existing domestic markets.

Target Audience

Partners who are implementing an existing marketing plan, or undertaking a pilot or demonstration to benefit domestic market expansion or retention

Eligible Projects

  • Applicants must have conducted strategic analysis of the market opportunity in order to demonstrate the project has a high likelihood of success in accessing or retaining the market
  • Implementation of marketing plans
  • Pilot projects
  • Demonstrations
  • New product and process development

Project Category Priorities

  • Projects that focus on sector growth, with emphasis on new and developing sectors with demonstrated opportunities to achieve sector growth through implementation of the project

Recommended Cost-share

  • Up to $100,000 per project

Eligible Activities

  • Activities related to technology, new products, new processes, equipment, developing new global and domestic markets to expand existing market share, or enter new markets
  • First time implementation of a marketing plan, including (but not limited to):
    • Brand development, focus groups or consumer studies
    • In-store product demonstration
    • First time planning, organizing and/or participating in trade shows (beyond normal business) and other marketing events in Canada
    • Sales, marketing and promotional activities
    • Investigative domestic travel for the purpose of assessing new or emerging markets
  • Specially produced product samples (not from normal production) for market research, tradeshow and/or specific events (e.g., lab or pilot plant samples made specifically for marketing purposes)
  • Shipping product samples for tradeshows and not intended for re-sale
  • Adoption of best management practices, processes, technologies, or systems to meet established standards and certifications for the purposes of accessing, or expanding a market
  • New product formulation, reformulation and process development
  • External technical-scientific resources to undertake improved nutritional value, or added health value
  • Labeling and packaging development and production for a trial run, excluding the cost of the actual production run of the packaging
  • One-time testing of products to meet established standards, certifications or market requirements, including analytical and quality testing
  • Training key personnel on project related new equipment, technology and processes
  • Understanding the logistics of delivery to new markets, including, but not limited to, components such as freight costs, feasibility, travel time, transportation modes, etc.
  • Pilots or demonstrations of innovative technologies, processes, practices, and systems

Ineligible Activities

  • Ontario specific promotional campaigns or branding (including the use of Foodland Ontario logo)
  • Producing product samples for in-store or in-market product demonstration from normal production
  • Ongoing production of product packaging
  • Legal costs associated with the creation of a new entity
Terms & Conditions

Accessing Markets and Development of Products or Processes - International

Purpose of Project Category

Projects will focus on supporting partners to implement marketing plans, develop new products or processes, develop skills, or conduct pilots or demonstrations that help access new international markets or retain existing international markets.

Target Audience

Partners supporting export growth or export market retention for agri-food and agri-products businesses, with an emphasis on those supporting new and developing sectors

Eligible Projects

  • Applicants must have conducted strategic analysis of the market opportunity in order to demonstrate the project has a high likelihood of success in accessing or retaining the market
  • Implementation of marketing plans
  • Pilot projects
  • Demonstrations

Project Category Priorities

  • Projects that focus on sector growth, with emphasis on new and developing sectors with demonstrated opportunities to achieve sector growth through implementation of the project

Recommended Cost-share

  • Up to $100,000 per project

Eligible Activities

  • Activities related to technology, new products, new processes, equipment, developing new global and domestic markets to expand existing market share, or enter new markets
  • First time implementation of a marketing plan, including (but not limited to):
    • Brand development, focus groups or consumer studies
    • In-store product demonstration
    • First time planning, organizing and/or participating in trade shows (beyond normal business) and other marketing events internationally
    • Sales, marketing and promotional activities
    • Investigative travel for the purpose of assessing new or emerging markets
  • Specially produced product samples (not from normal production) for market research, tradeshow and/or specific events (e.g., lab or pilot plant samples made specifically for marketing purposes)
  • Shipping product samples for tradeshows and not intended for re-sale
  • Adoption of best management practices, processes, technologies, or systems to meet established standards and certifications for the purposes of accessing, or expanding a market
  • New product formulation, reformulation and process development
  • External technical-scientific resources to undertake improved nutritional value, or added health value
  • Labeling and packaging development and production for a trial run, excluding the cost of the actual production run of the packaging
  • One-time testing of products to meet established standards, certifications or market requirements, including analytical and quality testing
  • Training key personnel on project related new equipment, technology and processes
  • Understanding the logistics of delivery to new markets, including, but not limited to, components such as freight costs, feasibility, travel time, transportation modes, etc.
  • Pilots or demonstrations of innovative technologies, processes, practices, and systems

Ineligible Activities

  • Ontario specific promotional campaigns or branding (including the use of Foodland Ontario logo)
  • Producing product samples for in-store or in-market product demonstration from normal production
  • Ongoing production of product packaging
  • Legal costs associated with the creation of a new entity

Terms & Conditions

Supporting Incubators and Commercialization Centers

Purpose of Project Category

Projects will focus on supporting regional incubators and commercialization centres that provide new or updated programming activities to start up and/or scale up agri-food or agri-products companies. These centres will be encouraged to demonstrate how they will assist these new companies to commercialize and launch themselves.

Target Audience

Only not-for-profit entities such as regional incubators and commercialization centres will be considered in this project category for projects focusing on agri-food or agri-products manufacturing.

Eligible Projects

  • Preference will be given for those projects focused on launching clients and products beyond the centres
  • Projects benefiting clients in Northern Ontario and Indigenous partners (Northern Ontario for the purposes of this program is consistent with the definition in the Northern Ontario Agri-Food Strategy)

Project Category Priorities

  • Strong business plan that demonstrates value for money
  • Value for money and long-term sustainability outlook for the centres applying
  • Projects demonstrating significant return on investment including new companies and products launched, and self-sustainability of the companies in terms of operating on their own and moving beyond the centres

Recommended Cost-share

  • Up to $100,000 per project

Eligible Activities

May include the following eligible costs:

  • Per diem costs provided by a third party, where the costs are specific and relative to the execution of the project
  • Training and salary costs
  • Hiring costs - advertising and promotion
  • Travel costs related to specific activity/relevant to the execution of the project
  • Communications costs (computers/laptops, cell phones, etc.) relevant to the execution of the project
  • Capital costs related to programming

Ineligible Activities

  • Activities not related to agri-food or agri-products manufacturing
Terms & Conditions

Logos of the Canadian Agricultural Partnership, the Government of Ontario, and the Government of Canada.


For more information:
Toll Free: 1-877-424-1300
E-mail: ag.info.omafra@ontario.ca
Author: OMAFRA Staff
Creation Date: 17 January 2018
Last Reviewed: 28 February 2019