Agriculture, food, beverage, seafood, export and interprovincial trade

AgriMarketing Market Diversification For SMEs: A New Funding Path For Food, Beverage, Seafood, And Agri-Product Businesses

Best fit: Canadian agri-food, agri-product, fish, and seafood SMEs trying to enter new markets

Status checked: May 14, 2026

Some of the best funding opportunities are not listed under plain "small business grants." They sit inside industry programs, which means many regular business owners never see them.

That is exactly why the AgriMarketing Program, Market Diversification for Small and Medium-sized Enterprises, is worth knowing about. It is built for Canadian businesses in agriculture, agri-food, agri-products, fish, and seafood that need help reaching new markets.

This is not just for farms. It can be relevant to food processors, seafood businesses, specialty product companies, beverage producers, agri-product businesses, and other eligible companies that are trying to grow beyond their usual market.

The program opened on February 13, 2026 and is currently scheduled to accept applications until September 30, 2030. The government notes that the intake can close sooner if funding is fully committed, so businesses should not assume the window will stay open forever.

Why this program matters

Many food and agriculture businesses get trapped in one market. Sometimes that market is local. Sometimes it is provincial. Sometimes it is the United States. When trade conditions change, buyers slow down, tariffs appear, costs shift, or one distributor becomes too important, the business suddenly realizes it needs options.

Market diversification is the answer, but it is expensive. A business may need research, new packaging, translation, trade show participation, buyer meetings, legal advice, branding strategy, social media promotion, or market-entry planning before any new sales come in.

This program helps cover some of those costs when the project is tied to opening new, non-traditional markets or expanding interprovincial trade.

The program was created with a clear purpose: help Canadian agriculture, agri-food, agri-products, fish, and seafood sectors diversify, increase exports, strengthen interprovincial trade, and reduce exposure to unstable or over-concentrated markets.

How much funding is available

The maximum non-repayable contribution from Agriculture and Agri-Food Canada will normally be less than $100,000 per project. Projects can last up to 18 months from the effective date of the contribution agreement.

The project must have a minimum total cost of $20,000, and the minimum AAFC contribution is $14,000. The usual cost-share is:

  • Up to 70 percent from AAFC
  • At least 30 percent from the applicant

The applicant's share must be cash. In-kind contributions are not eligible.

That cost-share is one reason this program is so useful. If a business has a serious market-entry project but does not want to carry the full cost alone, this can make the project much more manageable.

What kinds of projects can fit

A good project is specific. The program is not meant for vague promotion or a general wish to sell more.

Possible project activities can include:

  • Market research for a new region or country
  • Developing a new market-entry strategy
  • Building a trade diversification plan
  • Branding or marketing work tied to a new market
  • Participation in trade missions or trade shows
  • In-market promotion
  • Buyer training or customer education
  • Translation, localization, and interpretation
  • Legal advice connected to distribution agreements
  • Intellectual property protection for new-market expansion
  • Digital or social media campaigns tied to the diversification project

The strongest applications will explain why the target market matters, what the company will do, how the project will be delivered, and what success looks like.

For example, "we want to market our food product more" is weak. A better application would say, "we want to enter Western Canada and the Indo-Pacific market by completing research, adapting packaging and sales material, meeting buyer groups, participating in specific trade events, and building a distributor-ready plan."

The second version shows a real path.

Who can apply

The program is designed for eligible small and medium-sized enterprises in agriculture, agri-food, agri-products, fish, and seafood.

The applicant must be directly involved in the sector. That could include growing, harvesting, processing, transforming, or consolidating products. For-profit applicants and Indigenous applicants may be eligible, depending on their structure and project.

The program also looks at whether the project supports market diversification. It prioritizes projects that help businesses move into high-growth potential markets, non-traditional markets, or new interprovincial opportunities. Sectors directly affected by tariffs and trade disruptions in the past 12 months may also be assessed as a priority.

What to prepare before applying

A business should not start the application by opening the form and improvising. The better approach is to build the project first.

Before applying, prepare:

  • A clear description of the business and products
  • The target market or markets
  • Why those markets were chosen
  • The problem or opportunity the project addresses
  • A list of project activities
  • A project timeline
  • A detailed budget
  • Sources of funding for the applicant's share
  • Incorporation documents
  • The last two years of financial statements
  • Any letters of support or project endorsements, if available

The government will look at whether the project is complete, eligible, practical, aligned with program objectives, and likely to create useful outcomes.

How and where to apply

Applications are completed through Agriculture and Agri-Food Canada's online services.

The basic process is:

  1. Access your program information through AAFC online services.
  2. Select the "Grants and contributions" button.
  3. Choose a secure sign-in method.
  4. Sign in or create an account.
  5. Start a new application.
  6. Complete the Market Diversification for Small and Medium-sized Enterprises Application Form.
  7. Download and complete the required detailed project budget.
  8. Upload required documents, including incorporation documents and the last two years of financial statements.
  9. Upload support letters if available.
  10. Review and submit the application.

The application form asks for project information, organization details, project team, activities, funding sources, budget summary, documents, contacts, declarations, and final review.

Who should check this program

This is a good fit for a business that already has a product and is ready to do serious market work. It is not ideal for a company still figuring out what it sells.

Good candidates may include:

  • A specialty food producer trying to enter another province
  • A seafood business trying to reach new buyers outside its usual market
  • A beverage company preparing for new-market trade events
  • A processor trying to reduce dependence on one customer base
  • An agri-product business trying to respond to market disruption
  • A company that needs research, translation, buyer outreach, or promotion to build a new market

The strongest applicants will be able to show capacity, market logic, and a budget that makes sense.

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Official Sources

  1. Official program page https://agriculture.canada.ca/en/programs/agrimarketing-market-diversification-small-medium-enterprises
  2. Official application page https://agriculture.canada.ca/en/programs/agrimarketing-market-diversification-small-medium-enterprises/how-apply