Marketing Programs
** Program applications are closed. **
Follow the newsletter for information as to when applications will again be accepted *
CONNECTING WITH CONSUMERS
BACKGROUND
Consumer demand for bison meat products in Canada has increased over the past several years. Nevertheless, the impact of COVID-19 and the impact of the widespread drought in Canada and the U.S. has resulted in a surplus of live bison and certain cuts that exceed consumer demand. The capacity of the bison supply chain to provide a steady supply of the cuts in demand is being stressed with a build-up of bison trim as the prime and middle cuts are sold.
THE PROGRAM
The future long-term viability of the Canadian bison industry will be highly reliant on marketing initiatives at all levels. Whether it be expanding global export markets, improving availability of bison products at retail or expanding farmgating and independent online stores, we all stand to benefit from improved collective marketing initiatives. In the past, the CBA along with its marketing partners have made great inroads in the foodservice sector. Strategically the CBA is now focusing on raising awareness of bison meat and its benefits to general consumers, The Canadian Bison Association has allocated Industry Development Funds for a program to support market development activities. The program will fund up to 50% of market development or new marketing initiatives costs with the applicant providing at least 50% of the costs.
The program includes different levels of support depending on the region of market focus and at what type of facility processing of bison occurs. For example, at the international level it could involve providing bison products for an embassy tasting event. At the national level, it may be a national retail campaign. Provincially, promotional events could occur in large market areas such as Montreal, Toronto, Calgary or Vancouver. At the local level, a "buy local" promotional event could be hosted. Or perhaps you have an idea for developing a new, unique and novel niche product?
CONSIDERATIONS FOR THE THREE SUPPORT LEVELS
| Market focus | International/ National | Provincial | Local |
| Maximum funding available per project (matching funds) | $10,000 | $5,000 | $1,000 |
| Slaughter/Processing facility used | Federally accredited | Provincially accredited | Local authority approved |
| Examples | New product development Targeting new distribution channels Projects garnering large geographic exposure | Sponsorship of major gala events or festivals Project geared to using influencers with large followings Billboards | Local community events National Bison Week initiatives |
GENERAL REQUIREMENTS
- Applicants must be members in good standing of the Canadian Bison Association.
- Awareness activities must assist in driving consumers to outlets where bison meat products are sold.
- Applicant contributions cannot be “in kind”.
- Program funding is on a 50/50 shared basis, with the CBA contribution not exceeding the maximum amount in each category.
- All projects must recognize the CBA contribution in prescribed form.
- Without divulging sensitive market information, applicants agree to provide information that can be used for promotion of the industry and bison products.
- Applicants must agree that project successes may be communicated in media channels including but not limited to, social media, CBA website, eNewsletter and Smoke Signals.
- Projects that are or may be already funded by federal or provincial agrimarketing programs are not eligible.
- Applications must reflect strategies above and beyond current strategies.
- Projects need to be completed on or before March 31, 2024
- Based upon the conditions of the approval, funds will be disbursed up to the maximum approved upon submission of a final project report and receipts showing that the expenditures were made.
- Application is easy. The minimum information required is:
- Applicant's name and address
- Business background
- The objectives/market focus of the project clearly stated.
- The investment in the project including the CBA contribution.
- Confirmation of access to supply and slaughter capacity.
- Outline strategies to increase awareness and consumption.
- Metrics for measuring success.
- Applications must be submitted in the prescribed form.
- Applications should be submitted electronically to
- Application form: Click here
APPLICATION PROCESS APPLICATION REVIEW/APPROVAL
- All applications shall be reviewed by the CBA Marketing Committee.
- The Committee may ask for additional information or clarification with respect to the application.
- The Committee reserves the right to amend the amount eligible for approved funding.
- The Committee’s decision regarding approval or non-approval shall be forwarded to the applicant in writing.
- Applicants shall not be subject to penalty for non-completion of the project.
- Projects need to be deemed “completed” prior to the applicant submitting request for payment or for funding to be released by the CBA.
- All information in the proposals will be kept confidential.
- Priority will be given to those projects that improve trim sales.
- Additional project applications from the same applicant will be accepted for consideration contingent on available funding.
