Canada Introduces $75M in Market Diversification Funding Under AgriMarketing

For Canadian businesses looking to enter new markets, the new AgriMarketing Market Diversification streams can cover up to 70% of eligible costs for market-entry activities.

The Government of Canada has introduced two new Market Diversification streams under the AgriMarketing Program to help Canadian agriculture, agri-food, fish, and seafood exporters diversify exports.

The streams are intended to support expansion into non-traditional markets and high-growth regions, such as Africa, the Middle East, and the Indo-Pacific.

According to Agriculture and Agri-Food Canada (AAFC), the federal government will invest $75 million over five years to support export market diversification, an investment which will also help strengthen interprovincial trade.

This investment is separate and distinct from the $129.97 million in AgriMarketing Program funding previously announced under the Sustainable Canadian Agricultural Partnership (Sustainable CAP).

Applications for the new streams will open on February 13, 2026, and will run until September 30, 2030, unless funding is fully committed or an earlier close is announced.

Priority will be given to sectors facing higher trade-barrier risks, including canola, pulses, pork, fish, and seafood.

The new AgriMarketing streams

The new dedicated market diversification streams under the AgriMarketing program are:  

Market Diversification for National Industry Associations

This stream is built for not-for-profit national or sector organizations that can deliver agriculture and agri-food projects that are either national or sector-wide in scope.

AAFC’s non-repayable contribution will normally not exceed $1 million per year, up to a maximum of $5 million over five years.

Market Diversification for Small and Medium-sized Enterprises (SMEs)

This stream is designed for for-profit Canadian SMEs, with less than 500 full-time equivalent employees, that are directly involved in producing, processing, transforming, or consolidating goods in the agriculture, agri-food, or agri-products industries.

AAFC’s non-repayable contribution will normally be less than $100,000 per project, with projects running up to 18 months from the contribution agreement effective date.

Projects must have a minimum total cost of $20,000, for which the minimum AAFC contribution is $14,000.

AAFC will typically cost-share eligible expenses, covering up to 70% of approved costs, while the applicant covers the remaining 30% in cash.

Eligible activities

Eligible activities must support long-term growth or help reduce current and future trade uncertainties, with a focus on diversifying into high-growth and non-traditional markets.

For both funding streams, eligible activities include:

• Immediate financial and technical support to address trade disruptions and support response measures
• Market research to identify new markets, assess competition, and understand consumer needs
• Trade strategies, branding strategies, and marketing plans for new markets
• Incoming, outgoing, and exploratory missions (including trade shows)
• Technical training for buyers and channel intermediaries on Canadian products and product handling
• In-market promotion and social media campaigns
• Translation, localization, or interpretation services to adapt to target markets

Additional eligible activities for national industry associations

• Industry-to-industry trade advocacy and multilateral meetings/conferences to help resolve trade barriers and market access issues

Additional eligible activities for SMEs

• Legal advisory services tied to commercial distribution or representation agreements
• Protection of intellectual property rights, including adapting contracts for copyright, patents, and trademarks in target markets

At Cole International, we offer trade consulting services to help Canadian businesses navigate evolving trade regulations and requirements.

For more information about this update, reach out to one of our trade professionals.