Make it Minnesota Cost-Share Program

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Our AGRI Make it Minnesota Marketing Investment Cost-Share Program can help your Minnesota consumer packaged goods (CPG) food, beverage, or pet food company, cooperative, or Tribal entity grow by matching your investments in a variety of high-impact marketing activities.

Learn more about CPGs in the definitions section below.

On this page:

• Funding
• General program rules and eligibility
• Application deadlines
• How to apply
• Eligible investments
• Ineligible expenses
• Additional information

Funding

We've budgeted $400,000 to match eligible marketing investments made in fiscal year 2026 (FY26), which runs from July 1, 2025, to June 30, 2026. Funding for this program comes from the Agricultural Growth, Research, and Innovation (AGRI) Program.

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General program rules and eligibility

The cost-share program "matches" (reimburses 50% of) eligible investments, with the exception of store demos that are executed by founders or staff; booth space at Minnesota Pavilion events; and “Walk the Floor” mentorships, which are reimbursed as outlined below.

Annual cost-share limits – New for FY26:

The maximum annual reimbursement per eligible entity in FY26 is:

• $4,000 for brands manufactured in Minnesota
• $3,000 for brands who otherwise qualify but manufacture elsewhere

Minnesota Pavilion booth space discounts and “walk the floor mentorship” reimbursements do not count towards annual cost-share program limits, and reimbursement for those eligible activities may take priority over other reimbursements as resources are allocated at the end of the state fiscal year. Entities that win awards at MDA-sponsored events may exceed annual reimbursement limits by the amount of that award.

Eligibility rules:

To be eligible, you must:

1. Be a Minnesota-based company or cooperative, registered with the Minnesota Secretary of State, as defined below;
2. AND offer a branded CPG food, beverage, or pet food product, as defined below;
3. AND be a small-to-medium enterprise, which we define as an entity with fewer than 500 employees (grower cooperatives are exempt from this qualification);
4. AND be a current holder of an MDA Food License (either your own or that of a Minnesota co-manufacturer that you use).

Eligibility rule exceptions:

• If you hold a municipal food license or permit and if the MDA has given delegated authority to the municipality, you may be exempt from eligibility rule #4 above.
• Minnesota Tribal entities may be exempt from eligibility rules #1 and #4 above.
• Participation in Minnesota Pavilion events is allowed for Minnesota entities who do not meet eligibility rules #3 and #4 above; however, entities larger than 500 employees are not eligible for reimbursement with the exception of Minnesota grower cooperatives.

Note:

• This program is not for brokers or distributors, retailers, or other re-sellers.
• Cottage food producers are not eligible for this program.

By applying to this program, you agree to:

• Promptly return surveys (post-event and follow-up) that ask for information including the number of leads generated and sales projections.
• Keep receipts and records for six years and make them available for audit or inspection by the MDA or state auditor on request.

We reserve the right to deny claims from entities not in good standing with the State, or those who do not comply with the program requirements. 

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Application deadlines

We process applications as they come in (first-come, first-served) until the application deadline or the funds are gone, whichever is first.

Note: If funds remain through the end of FY26, the final application deadline is July 10, 2026.

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How to apply

• Apply online.
  • If you are a new user, you will need to create an account.
  • Once you are logged in, select "Make it Minnesota: Marketing Investment Cost-Share Program (July 1, 2025-June 30, 2026)."
• If this is your first time applying for reimbursement, you must also submit a Request for Taxpayer ID and Certification (W-9) by either:
  • Uploading a completed and signed IRS form W-9 (PDF), or
  • Within the application system, completing the online W-9 PowerForm hosted by DocuSign, our secure signing system.
• Include proof of payment (receipts or invoices with a zero balance) for expenses paid during the eligible period.
  • If you don’t have receipts, you can send a copy of the invoice with proof of payment (a canceled check or credit card statement with account and other private information redacted).
  • Note: Expenses that are reimbursed by another state or federal entity are not eligible (for example, those paid for by the Food Export Association of the Midwest or the State Trade and Export Promotion (STEP) program).

Contact us if you need this information in an alternative format.

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Eligible investments

Important: Contact us before you invest if you have questions on eligibility or qualified expenses.

These investments are eligible for reimbursement:

In-store demo costs

• Must be a retail product demonstration in a store where your product is sold (this does not include sales at consumer events like farmers’ markets, festivals, fairs, etc., or demos at a store owned by the applicant)
• May include labor for an employee or owner at a flat rate of $20/hour
• May include mileage at $0.50/mile up to a maximum of $200 per demo (mileage is only available if owners or employees execute demos, not contractors)
• Demo packages or contracts through a third-party agency must submit invoices and are eligible for 50% reimbursement up to the annual limit.
• This demo log can help you keep track and be used by an owner, employee, or contract employee.

2026 Minnesota Pavilion events

• You don't need to hold an MDA license to participate.
• Booth space costs in these Minnesota Pavilion events are reimbursed/matched above and beyond the cost-share limit at the following levels:

National events:

• Natural Products Expo West, March 3-6, 2026, Anaheim, Calif. – $2,500
• National Restaurant Association Show, May 16-19, 2026, Chicago – not eligible for cost-share reimbursement (discount is already applied on booth purchase from the MDA, as follows: $1,500 for 10'; $2,500 for 20'; and $3,500 for 30' booth)
• Summer Fancy Food Show, June 28-30, 2026, New York – $1,500
• School Nutrition Association Annual National Conference, July 12-14, 2026, Charlotte, N.C. – $1,000 per 10' x 10' booth, up to two booths

Regional events:

• FEAST! Local Foods Marketplace, Nov. 1, 2025, Rochester, Minn. – $100
• FEAST! Local Foods Tradeshow, March 19, 2026, Cannon Falls, Minn. – $100
• Minnesota School Nutrition Association Conference, Aug. 2-5, 2026, Saint Cloud, Minn. – $700

More regional tradeshow support to come! Check back for updates and visit our Minnesota Pavilions page for more details.

Walk the Floor Mentorship at a Minnesota Pavilion

• One-time reimbursement per company; maximum $500 and is reimbursed above and beyond the annual limit
• Only for approved participants in our Minnesota Pavilion Mentorship Program
• Includes costs such as airfare, hotel, car rental, education sessions, and badge for entry

Business-to-business (B2B) tradeshow costs

• For costs not associated with a Minnesota Pavilion, such as:
  • Booth rental
  • Badge scanner and lead retrieval services
  • Virtual B2B tradeshow registration
  • Association membership, if required to participate in an event

Wholesale and retail activities

• Syndicated data expenses
  • Subscriptions to CPG syndicated market data or consumer insights from providers such as SPINS, Nielsen, IRI, or Ibotta
  • Tailored category data from larger retailers or distributors
• Brand strategy consulting for sales or expansion strategy across various channels
  • Consultants must be registered business entities, and you must submit an invoice as well as an overview of services provided.
• Logo design, label design, or rebranding contracts with marketing or design professionals (label printing is not eligible)
• In-store promotion costs, such as off-shelf displays (e.g., end cap, point-of-sale displays, or signage)

E-commerce and digital marketing activities

• Third-party e-commerce marketplace or platform
  • Includes registration and sign-up fees, monthly subscription fees, and fees for premium positioning (shipping fees are not eligible for reimbursement)
• Digital, email, and social media advertising that drives traffic to e-commerce
  • Includes advertising on Facebook, Instagram, and other social media and investments in email marketing formats such as Constant Contact, HubSpot, and Mailchimp
• Photo or video editing software subscriptions
  • Monthly subscriptions must include all monthly invoices, and you must be able to show proof of use in e-commerce or digital marketing upon request.
• E-commerce, digital marketing, or social media consulting or management contracts
  • Consultants must be registered business entities, and you must submit an invoice as well as an overview of services provided.
• E-commerce, digital marketing, or social media training and educational event attendance
• Website design and setup contracts
  • Includes photography or videography, website extensions such as store locators, and other web store utilities
  • Designer or developer must be a registered business entity, and you must submit an invoice as well as an overview of services provided.

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Ineligible expenses

Costs that are not eligible for this program include:

• Expenses that are reimbursed by another state or federal entity
• Equipment, hardware, and supplies
• Print advertising and printing
• Electronic payment equipment
• General business management software
• Merchandise and merchandise processing fees
• Retailer and other re-seller web marketplace platforms (e.g., Walmart.com, Target.com)
• Shipping fees and expenses
• Staff payroll expenses

Contact us if you have questions on eligibility.

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Additional information