Canada Pavilion Program

By mmuise

The Canada Pavilion Program is aimed at making trade show participation easier at the world’s premier food and beverage events, “where the world shops”. With trade shows being an integral marketing technique used by industry when entering new regions, the Canada Pavilion Program will allow companies to take advantage of opportunities arising from market access gains.

Comments on Funding:

Program funding is used to offset the direct cost of exhibiting (booth prices). Booth pricing will be set on a show-by-show basis to ensure that funding levels are appropriate.

Deadline: Continuous Intake

Applicants must be:

  • Canadian companies.
  • export-ready Canadian companies who feature products from the agriculture and agri-food sectors.

    Emphasis will be placed on first-time exhibitors, new to market exhibitors, and companies with innovative products.
    Priority will be given to Small and Medium Sized Enterprises (SMEs). SMEs are defined as: Small (1-249 employees) and Medium (250-500 employees) sized companies (incorporated legal entity) that generate annual net revenue of less than CAD$50 million (declared in Canada).

    The following Flagship trade shows are part of the Canada Pavilion Program and are eligible for booth support:
  • GULFOOD (Dubai) – February;
  • FoodEx Japan (Tokyo) – March;
  • Food & Hotel Asia (Singapore) – April;
  • Seoul Food & Hotel (South Korea) – May;
  • Salon International de l’Alimentation (Paris) – October;
  • ANUGA (Cologne) – October;
  • Food & Hospitality China (Shanghai) – November.
Application Steps:

Applicants must:

1. review and select the preferred trade show:

a) review flagship trade shows on the Agriculture and Food Trade Show Service webpage (see Source 3);

b) send an email to indicating their shows of interest. The request will be reviewed and the show lead will contact applicants with further details on their selected shows and the company will be added to the recruitment list.

2. complete and submit a registration form on the registration portal once registration has opened (applicants will be sent an email notification). Applicants will recieve an email confirming if their application has been approved or declined within 48 hours of submitting their registration.

3. pay their invoice within 15 days of receipt. An invoice will be emailed to applicants from

New to exhibit companies will have access to a pre-registration period. Full registration will begin within 6-months of the show date.

Documentation Needed:

No specific documentation has been identified.

Other Things to Note:

1. The program is a five-year initiative under the Sustainable Canadian Agricultural Partnership.
2. Agriculture and Agri-Food Canada (AAFC) will no longer provide separate funding to exhibitors for individual elements around Flagship events (travel, hotel, per diem and booth costs). However, under the program booth prices will be offset at such a level to comfortably allow participants to individualize their travel and accommodation needs. Date modified: 2020-12-16

About the author