Asia-Pacific Market Entry Program

Aug 01, 2025

Capacity Building

Making Canada the global supplier of choice

The Asia-Pacific Market Entry Program brings together Canada’s potential to be a global leader in the plant-based market and Singapore’s growing demand for a sustainable, nutritious food supply. Developed and run in partnership with Nurasa Food Tech Innovation Centre, a leading food innovation centre based in Singapore, this program is designed to help Canada’s plant-based food and ingredient companies optimize their products for launch in the Asia-Pacific market.

This initiative represents a major opportunity for Canadian companies to diversify their exports and scale globally into a large and important market. By offering tailored market insights, product development and formulation support, as well as access to Nurasa’s state-of-the-art facilities and network of commercialization partners, the program will accelerate market access and enable Canada’s innovative agrifood companies to reach their full potential.

The Asia-Pacific market represents a significant opportunity for Canada’s agrifood sector, particularly as we look to diversify beyond our traditional trade partners in an effort to achieve our goals under The Road to $25 Billion. By seizing our market opportunity in this and other regions, Canada can achieve its $25 billion potential, reaching economic prosperity while supplying the world with high-quality, sustainable protein options.

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A fit for every company

The Asia Pacific Market Entry Program has three modules available to companies, with varied costs and outcomes designed to meet Canadian companies where they are in terms of ingredient and product development and export readiness.

Module 1: Market Assessment

1 month in length
For companies exploring their market potential in Asia
After completion, companies will have:
- A recommendation regarding their ingredient's or product’s potential in their selected market and category
- An assessment of their unique selling proposition (USP) in Asia
- Identified opportunities and relevant ingredient or product concepts to inform future development

Module 2: Market Assessment [Plus]

2 to 3 months in length
For companies keen on Asia expansion and finding the best entry points
May involve shipping ingredients or food products to Singapore; a portion of these costs can be claimed as part of the project
After completion, companies will have:
- Module 1 outputs
- A comparative view of three markets
- A list of key partners or customers relevant to market entry

Module 3: Launch Preparation

3 to 5 months in length
For companies ready to fast-track their growth in Asia
May involve shipping ingredients or food products to Singapore; a portion of these costs can be claimed as part of the project
After completion, companies will have:
- Up to two base formulations in their selected category that they can bring to customers
- A recommendation based on consumer feedback
- An opportunity to showcase at one Nurasa trade event

Eligible projects and costs

Eligibility for the Asia-Pacific Market Entry Program increases by module.

Companies interested in the program must meet, at minimum, the following criteria:

Be able to show strategic intent to expand their Asian commercial presence within 24 months of program participation;
Have a specific ingredient or product and target market(s) in mind for the program, based on existing commercialised products that will serve as a starting point for adaptation into Asian markets;
Be producing at pilot or commercial scale;
Ingredient or product is safe for human consumption, shelf-stable and logistically feasible for Asia export; and
Have a dedicated commercial lead as a key counterpart for the program, available for regular check-ins.

As with all Protein Industries Canada investments, projects are required to use Canadian feedstocks or ingredients derived from Canadian field crops such as wheat, oats, barley, peas, soy or fava beans. Other emerging crops, such as lupin or hemp, will also be considered.

The maximum level of reimbursement from Protein Industries Canada will be 75% of total project costs.

How to apply

Companies interested in applying for the Asia-Pacific Market Entry Program are asked to fill out the Eligibility Assessment Form. A member from the Program Team will be in touch to discuss the results of eligible projects.

Any companies who have questions ahead of filling out the form may reach out to projects@proteinsupercluster.ca for a pre-application call. Asia-based companies interested in sourcing or collaborating with Canadian food and ingredient companies may email apacmarketentry@nurasa.com.

Proposal deadline: Oct. 15, 2025, at 11:59 p.m. MT

Fill out eligibility assessment form