Ontario Market Investment Fund

Ontario Market Investment Fund: Application Guidebook

The Ontario Market Investment Fund (OMIF)

Ontario consumers are increasingly interested in and committed to buying local food. There are varying definitions of what "local" means and it can cover the purchase of Ontario-produced foods at a supermarket to a basket of vegetables bought at a local farmers market. But we can all agree that eating more Ontario products is good for everyone. It's good for farmers, for the environment and good for our economy.

The Ontario Market Investment Fund program is a 4-year $12 million provincial initiative to promote consumer awareness of Ontario-produced foods and encourage Ontarians to buy locally.

The objectives of the Ontario Market Investment Fund are to develop opportunities through trade events, marketing campaigns and industry research initiatives that foster partnerships and collaboration for the promotion of Ontario foods.

How to apply

In order to be considered for funding under the Ontario Market Investment Fund applicants must complete an application form that includes details on the need for the project, its purpose, objectives and benefits and information on performance measurement in the short and longer term.

Information and application forms are available on our website at www.ontario.ca/omif

Applications are accepted on an ongoing basis and may be submitted either online at www.ontario.ca/omif, electronically by email to the Ontario Market Investment Fund at omif.omafra@ontario.ca or in hard copy, (one unbound copy) to:

Ontario Market Investment Fund
Ontario Ministry of Agriculture, Food and Rural Affairs
1 Stone Road West, 4NW
Guelph, Ontario N1G 4Y2

Please allow up to eight weeks for the review of your application.

Who may apply?

The Ontario Market Investment Fund encourages collaboration and partnerships.
Eligible applicants include, but are not limited to:

• Strategic alliances between individuals, businesses, farmers, processors, community organizations, including not-for-profit, and/or municipalities
• Agriculture and food industry associations in Ontario, including food retail and food service industry
• Groups comprised of two or more partner organizations or businesses, including at least one food producer or processor

Individuals or individual businesses are not eligible to apply as sole applicants.

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Eligible projects

The Ontario Market Investment Fund will support innovative market research, communications and/or marketing projects that encourage Ontarians to buy locally-produced foods. Examples of eligible projects include:
Market Research: projects that will improve the understanding of, and access to, market opportunities for Ontario local foods such as emerging opportunities in developing ethnic markets or consumer demand for region-specific food products.

Development of Market Opportunities: creating local food networks linking farmers, food processors, retailers, institutional food service companies, restaurants, culinary tourism events and consumers that will encourage Ontarians to buy locally.

Communication Initiatives: projects that build capacity and develop skills within local food networks, commodity organizations and other stakeholder groups for the promotion of Ontario foods through marketing campaigns.

Consumer or Trade Events: culinary tourism events that build business relationships between the food service sector and producers.

Funding

Projects are cost-shared with the provincial government investing up to 50 per cent of the project's eligible cost. Grants of up to $100,000 per approved project are available. In-kind contributions are not eligible for cost-sharing.

Funding from other provincial programs will be considered in calculating the level of investment from the Ontario Market Investment Fund. Funding from other levels of governments' will not be considered. Failure to disclose all funding or possible funding sources may cause the termination of the application or Agreement.

For the Ontario Market Investment Fund a project is defined as one specific endeavor undertaken collaboratively to achieve a particular goal. Applicants must complete one project prior to applying for additional project grants. Multiple-year applications that are continuous in nature will be considered, to a maximum funding of $100,000.

Eligible expenditures include, but are not limited to:

• Market research designed to increase understanding of consumer and trade channel demands and sector capabilities
• Advertising and promotional materials
• Project management costs related to the delivery of the project
  

Ineligible expenditures include, but are not limited to:

• In-kind contributions
• Hospitality costs
• Land, buildings and major infrastructure
• Direct wage subsidies for existing staff
• Debt restructuring, fundraising or financing
• Normal or on-going business and production operations including startups and/or expansions
• Costs incurred prior to the approved project start date
• Costs incurred in preparing an application
  

• Strength and breadth of the proposed partnership, which can be measured by the inclusion of established and emerging agricultural and food industry groups, retail and/or foodservice trade channels
• Potential to increase consumer awareness of Ontario foods as well as their willingness to buy Ontario foods
• Demonstrated financial support as evidenced by the ability to raise 50 percent or more of the amount required to complete the proposed project
• Demonstrated economic benefit to Ontario
• Measurement of meaningful performance results

  
  

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