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Agriculture Awareness Initiative Program

The purpose of the Agriculture Awareness Initiative Program is to engage industry stakeholders in efforts to enhance the public perception of agriculture, create awareness of its role in the economy and to promote the diversity of agricultural careers . Program funding will build capacity in the industry, coordinate agriculture awareness messaging and promotion and allow industry organizations to leverage financial support. 

The Agriculture Awareness Initiative Program will provide up to a total of $350,000 per year to fund  projects that align with the Ministry of Agriculture's Agriculture Awareness Strategy.

Project Evaluation Criteria

Applications are reviewed quarterly, based on the following evaluation criteria:

  • Relevance of the project to Ministry's agriculture awareness strategy.
  • Producer involvement and/or public reach. Collaboration with Farm & Food Care Saskatchewan is encouraged.
  • Capacity to educate Saskatchewan youth. Collaboration with Agriculture in the Classroom is encouraged.
  • Provision of science-based information.
  • Positioning of industry as modern, technologically advanced and business- oriented.
  • Potential impact on improving the public perception of agriculture.
  • Capacity to promote the benefits of the agriculture industry.
  • Project promotion plan.
  • Ability of the applicant to complete the project.
  • Alignment of project/messaging with the Ministry's key messages.


Funding will be awarded on a competitive basis with 50 per cent of each of the project's eligible expenses being reimbursed plus  a ten per cent administration allocation for all non-profit and individual applications. Each applicant will be eligible for funding of up to $25,000 per project to a maximum of $50,000 per applicant per year.  Generally, funding will be awarded for projects with duration of one year. Exceptions will be considered for multi-year projects or those that require more than one year to complete. Collaborative projects among organizations are encouraged.


1. Guidance

Reporting Requirements:

The following reporting is required for each project:

  • A project plan with the application.
  • A project contract prior to beginning the project.
  • A final report upon completion of the project.
  • A financial statement and associated paid expenditure invoices/receipts upon completion of the project.

The program is funded through Growing Forward 2, a cost-shared partnership between federal, provincial and territorial (FPT) governments designed to support an innovative, competitive and profitable Canadian agriculture and agri-food sector.


2. Eligibility

Saskatchewan-based primary producer organizations, grower organizations, agribusinesses, public institutions and agencies are eligible to apply.

Eligible activities/expenses include:

  • Planning, organizing and hosting awareness summits, workshops and conferences.
  • Recruitment and training of industry spokespersons.
  • Development of resources, such as as videos, websites, educational materials, displays, publications and other awareness and educational resources.
  • Development of strategic marketing and communication campaigns.

The following activities/expenses are not eligible:

  • Funding for core organizational activities.
  • Funding for extension activities or technology transfer.
  • funding for marketing commodities, products, services and/or organizations.
  • Travel, food and beverage costs, except if they are required for a project-specific activity or to bring in a guest speaker.

Successful applicants will be paid 25 per cent of funding up front and the remaining 75 per cent will be paid upon project completion.


3. How to Apply

Complete the application form and submit to

Application deadlines are March 1, June 1, September 1 and December 1 annually. Applicants are encouraged to contact the Program Administrator to discuss project plans before submitting an application. 


4. Apply

Apply for the Agriculture Awareness Initiative Program

Apply by March 1, June 1, September 1 and December 1 each year.

Submit completed application electronically to

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