Regional Agricultural Promotion Program Released

The U.S. Department of Agriculture, Foreign Agricultural Service, Global Programs (USDA/FAS) requests applications for the Regional Agricultural Promotion Program (RAPP) to foster expanded exports and market diversification of United States agricultural commodities and products. There is $300 million available in FY 2024 RAPP funding with applications due on February 2, 2024.

What is the purpose of RAPP? RAPP is a cost share program that is designed to reimburse eligible entities that conduct approved market development activities to foster expanded exports and market diversification by encouraging the development, maintenance, and expansion of diverse commercial export markets for United States agricultural commodities and products.

Who is eligible to apply? Eligible applicants include nonprofit U.S. agricultural trade organizations, nonprofit state regional trade groups (STGR), U.S. agricultural cooperatives, or state government agencies. For profit U.S. commercial entities that do not exceed 300 percent of the small business size standards established for their particular industry may be able to participate in a branded program through a RAPP Participant, as detailed in the Notice of Funding Opportunity (NOFO) linked below.  

What type of commodities and activities are eligible for this program?

Eligible Commodities: An eligible commodity for this program is any agricultural commodity or product thereof, excluding tobacco that is comprised of at least 50 percent by weight, exclusive of added water, of agricultural commodities grown or raised in the United States.

Eligible Activities: RAPP Participants may receive assistance for generic or branded promotion activities. This is defined as an activity that involves the exclusive or predominant use of a single U.S. company name, or the logo or brand name of a single U.S. company, or the brand of a U.S. agricultural cooperative, or any activity undertaken by a brand participant in a brand program.

For generic activities, funding priority is given to organizations that have the broadest possible producer representation of the commodity being promoted and that are nationwide in membership and scope.

For branded activities, only nonprofit U.S. agricultural trade organizations, SRTGs, U.S. agricultural cooperatives, and state government agencies can participate directly in the branded program. Eligible for-profit U.S. commercial entities may participate in the branded program through one of these entities.

Are there markets that are ineligible for the RAPP?  The following countries/regions have been identified as ineligible for this grant: Canada, Mexico, the European Union, and China (including Hong Kong and Macau). With the exception of participation in USDA–endorsed trade shows in those markets, no other activities in those ineligible markets will be considered, and no activities in those markets are eligible.

Are there any priority considerations for RAPP? Priority will be given to organizations that have the broadest producer representation and affiliated industry participation of the commodity being promoted. The following three regions will also receive priority and special emphasis through this grant: 1) Africa, 2) Latin American/Caribbean, and 3) South/Southeast Asia.

What are the funding amounts available?  Total available federal funding is anticipated to be no more than $300 million, of which $25 million will be dedicated for the special emphasis region of Africa.

There will be 60-70 anticipated awards. Awards may be granted up to the maximum available program amount of $300 million.

What is the cost-sharing requirement for this program? In the case of generic promotion, the contribution must be at least 10 percent of the total federal funds requested for all approved generic promotion activities.

In the case of branded promotion, the contribution must be at least equivalent to the total federal funds requested (a 1:1 match) for all approved branded activities.

Cost share may be actual cash invested or in–kind contributions, such as compensation paid to professional staff time spent on the design and implementation of generic or brand promotion activities.

What is the timeline for this grant opportunity? Applications are due on February 2, 2024 by 5pm ET.

The projected grant period will be five years and will take place within the period of performance start date of June 1, 2024 to the end date of September 30, 2029.  

The full Notice of Funding Opportunity (NOFO) can be found here.

For more information on this grant or how to apply with Morrison’s assistance, please contact the Morrison Grants Team by email at or call us at 530-893-4764.


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