Title:
Restoring and Revitalizing Mushroom Consumption in North America
Agreement Number:
AMP-PAM - 3349
Agreement Value:
$236,500.00
Agreement Date:
Mar 30, 2026 - Mar 31, 2028
Description:
This project aims to maintain and expand the consumption of fresh Canadian mushrooms in Canada and the United States through retail sampling, influencer engagement, consumer education, and digital marketing campaigns. Activities include national in-store sampling events, dietician and culinary education, recipe and media content development, social media and digital advertising, and collaborative marketing with North American partners.
Organization:
Agriculture and Agri-Food Canada
Expected Results:
AgriMarketing projects aim to help the sector:
• access and succeed in export efforts for international market diversification;
• grow and maintain export markets for Canadian products or producers; and/or
• build on domestic opportunities to highlight Canadian products or producers.
Location:
Harriston, Ontario, CA N0G 1Z0
Reference Number:
235-2025-2026-Q4-00054
Agreement Type:
Contribution
Report Type:
Grants and Contributions
Recipient Business Number:
121570824
Recipient Type:
Not-for-profit organization or charity
Recipient's Operating Name:
Mushrooms Canada
Recipient's Legal Name:
Canadian Mushroom Growers' Association
Program:
AgriMarketing Program
Program Purpose:
The AgriMarketing Program aims to increase and diversify exports to international markets and seize domestic market opportunities. The Program supports industry-led promotional activities that highlight Canadian products and producers in the agriculture, agri-food and agri-based sectors including fish and seafood, and leverage Canada's reputation for high quality and safe food. If approved, funding support is available in the form of a non-repayable contribution from Agriculture and Agri-Food Canada.