G/AG/N/CAN/105  
 
26 February 2015  
(15-1128)  Page: 1/4  
Committee on Agriculture  Original: English/French  
 
 NOTIFICATION 
The following submission, dated 11 February 2015 is being circulated at the request of the 
Delegation of Canada . The notification concerns new or modified domestic support measures 
exempt from reduction ( Table DS:2 ). 
  
_______________ 
 G/AG/N/CAN/105 
 
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  Table DS:2 
DOMESTIC SUPPORT: CANADA 
Notification under Article 18:3 of the Agreement:  
New or modified domestic support measures exempt from reduction 
______________________________________________________________________________ 
 (1) Full title of measure: Pick Ontario. 
 
(2) Domestic legislation reference: Local Food Act, 2013 
 
(3) Detailed description of measur e with reference to criteria:  
The objective of this project is to help build the Ontario-grown flower brand, Pick Ontario. 
The Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) provides 
one-time $300,000 to Flowers Canada (Ontario) to launch and fulfil a range of marketing 
and branding activities. Flowers Canada is the provincial trade and professional association 
of the Ontario floral industry serving the floriculture sector and its Members. 
 
The project plan includes the following activities: 
 
 Value Chain Promotion: this promotional activity is in support of building the Pick Ontario 
brand to floral producers and retailers. Funding is used towards the time, expenses, and 
general costs associated Flowers Canada (Ontario) staff in delivering the Pick Ontario 
promotional plan; 
 Merchandising and Printing: specific printing and production associated with brand 
identification materials in stores (point of sale); 
 Advertising: funding associated with two radio campaigns and billboard advertising. Both 
promotions are consumer-oriented and direct flower shoppers into looking and finding 
Pick Ontario labelled flowers in stores; 
 Public Relations and Media Appearances: this activity is dedicated to media exposure and 
to placing Ontario Flowers (Pick Ontario) with/on television station foreground studio sets, mostly on morning shows; 
 Internet Website and Education: a thorough redesign of the Pick Ontario website to 
promote the brand to both consumers and the trade; 
 Consumer Market Research: this activity measures Ontario flower-buying consumer 
awareness of the Pick Ontario brand at the outset of the project and again at the 
conclusion; 
 Consumer and Trade Events: participations in events to promote the brand to consumers, 
the Ontario floral retail trade and to Ontario flower growers. 
This project conforms to the general criteria of Paragraph 1 of Annex 2 of the Agreement on 
Agriculture and the policy-specific criteria under paragraph 2(f) of the General Services 
category. The support is provided through a publicly funded government program not 
involving transfers from consumers; and does no t have the effect of providing price support 
to producers. Support is for marketing and pr omotional services. There are no expenditures 
that could be used by sellers to reduce selling price or confer a direct economic benefit to 
purchasers. There are no direct payments to producers or processors. 
 
(4) Cost of measure: The total estimated cost is $300 thousand dollars over 1 year. 
 
(5) Date of entry into effect: 5 October 2012. 
 (6) Period of application: 1 year (FY2012/2013). 
 
(7) Products to principally benefi t (if any individual product(s)): Floriculture. G/AG/N/CAN/105 
 
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  Table DS:2 
DOMESTIC SUPPORT: CANADA 
Notification under Article 18:3 of the Agreement:  
New or modified domestic support measures exempt from reduction 
______________________________________________________________________________ 
 (1) Full title of measure: Market Development and Brand Expansion Initiative for Ontario Corn 
Fed Beef. 
 (2) Domestic legislation reference: Broader Public Sector Accountability Act, 2010 
 
(3) Detailed description of measur e with reference to criteria:  
The objective of this initiative is to provide financial assistance to the Ontario Cattle Feeders’ 
Association (OCFA) in support of market development and brand expansion. The OCFA is a 
producer organization with its mandate to maintain a viable beef industry in Ontario. 
 
The initiative is to contribute towards the successful achievement of its overall marketing 
and branding objectives: 
 
 to strengthen the Ontario value chain and profitability; 
 to build partnerships in new markets; 
 to develop opportunities for diversified market growth and longer-term Ontario Corn Fed 
Beef brand sustainability; 
 to create collaborative linkages throughout the Canadian beef market with other 
provincial cattle feeders associations to increase the recognition of Canada beef as a 
premium value-added product. 
The funding is used to support wages of project staff, which includes retaining an 
experienced officer in the area of market research and development, as well as other costs 
associated with project administration, prof essional fees, and trade shows. Financial 
assistance covers 75% of eligible costs up to $2.6 million over three years.  
 
This initiative conforms to the general criteria of Paragraph 1 of Annex 2 of the Agreement 
on Agriculture and the policy-specific criteria under paragraph 2(f) of the General Services 
category. The support is provided through a publicly funded government program not 
involving transfers from consumers; and does no t have the effect of providing price support 
to producers. Support is for marketing and pr omotional services. There are no expenditures 
that could be used by sellers to reduce selling price or confer a direct economic benefit to 
purchasers. There are no direct payments to producers or processors. 
 
(4) Cost of measure: The total estimated cost is $2.6 million dollars over 3 years 
 
(5) Date of entry into effect: 4 December 2012 
 (6) Period of application: 3 years (FY2012/13 - 2014/15) 
 
(7) Products to principally benefi t (if any individual product(s)): Beef 
 G/AG/N/CAN/105 
 
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  Table DS:2 
DOMESTIC SUPPORT: CANADA 
Notification under Article 18:3 of the Agreement:  
New or modified domestic support measures exempt from reduction 
______________________________________________________________________________ 
 (1) Full title of measure: Strategic Partnerships Initiative Component- Aboriginal Agriculture 
Initiative (AAI). 
 
(2) Domestic legislation reference: Department of Indian Affairs and Northern Development 
Act, RSC, 1985, c. I-6, s. 4, under the Federal Framework for Aboriginal Economic 
Development and Action Plan 
 
(3) Detailed description of measur e with reference to criteria:  
 
The Aboriginal Agriculture Initiative (AAI) is a two-year pilot program to support Aboriginal 
innovation and competitiveness in the agriculture sector and it is a component of the 
Strategic Partnerships Initiative (SPI). The SPI projects encompass support for Aboriginal 
participation in various key sectors of the Canadian economy, such as agriculture, fisheries, 
forestry, mining and energy. 
 
AAI has three priority areas: 
 
 Supporting Innovation and Competitiveness: developing local food production systems 
including value-added along the food chain; promoting specialty products and 
market-driven Aboriginal branding; partne ring with neighbouring communities and 
industry on new technologies; and developing and expanding Aboriginal agri-businesses; 
 Developing Capacity: building capacity in agricultural land-use planning and 
management; addressing environmental risk  management; benchmarking current land 
and water resource conditions; and accessing professional advisory services that build agri-business management capability; 
 Human Capital and Youth: creating awareness around agricultural career opportunities, 
entrepreneurship, mentorship, leadership; and training and skills development for job placement. 
 
Eligible applicants are Aboriginal communities; tribal councils; governments of self-
governing First Nations; local governments of Inuit communities; Aboriginal for profit and 
not-for-profit corporations, partnerships, associations, co-operatives, institutions, and joint 
ventures.  The AAI priority areas conform to the general criteria of Paragraph 1 of Annex 2 of the Agreement on Agriculture and the policy-specific criteria under paragraphs 2 (a), (c), (d), and (f) of the Gene ral Services category. The support is provided 
through a publicly funded government program not involving transfers from consumers; and 
does not have the effect of providing price support to producers. Where support is for 
marketing and promotional services, there are no expenditures that could be used by sellers 
to reduce selling price or confer a direct economic benefit to purchasers. There are no direct 
payments to producers or processors. 
 
(4) Cost of measure: The total estimated cost is $2.6 million dollars over 2 years. 
 (5) Date of entry into effect: April 2012 
 
(6) Period of application: 2 years (FY2012/13- FY2013/14) 
 (7) Products to principally benefi t (if any individual product(s)): Any product 
 
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