USDA's Canada Sales Push Depends on Which Grant Pays
USDA grants treat Canada differently under RAPP and AFTPP. A sales recovery campaign needs an eligible award and approval for the activities it would fund.
In this analysis 4 sections
At his November 10 nomination hearing for USDA's top trade post, Gregory Ibach described how he would approach Canada. Once the president and U.S. Trade Representative had reached an agreement with Canada, he said, he would work to rebuild customer relationships. For an agricultural trade association planning that effort, the funding decision can begin before a deal arrives.
USDA's existing grants treat Canada differently. The 2025 Regional Agricultural Promotion Program, or RAPP, generally excludes activities there. The 2026 America First Trade Promotion Program, or AFTPP, does not include Canada among its excluded markets. A Canadian campaign can therefore be considered under AFTPP even while an association's RAPP balance remains largely unavailable for it.
The immediate task for an export-promotion director is to match the proposed campaign to an eligible award and its approved activities. Country eligibility, an award balance and permission to spend are separate parts of that decision. A diplomatic opening could strengthen the commercial case while leaving those funding conditions in place.