Make it Minnesota Cost-Share Program

FY27 program open

We’re now accepting applications for the fiscal year 2027 (FY27) Make it Minnesota Marketing Investment Cost-Share Program.

Note: Funding is limited and we process applications on a first-come, first-served basis. We encourage you to apply for reimbursement as qualifying investments are completed rather than waiting until the end of the fiscal year.

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The AGRI Make it Minnesota Marketing Investment Cost-Share Program helps Minnesota consumer packaged goods (CPG) food, beverage, and pet food companies; cooperatives; and Tribal entities invest in activities that build their brands, strengthen their products, reach new customers, and expand into regional, national, and international markets.

Through the program, eligible businesses can receive reimbursement for a portion of qualifying investments made during FY27, July 1, 2026, through June 30, 2027.

Learn more about CPGs in the Definitions section.

On this page:

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

Funding

We've budgeted $400,000 to match eligible marketing investments made during FY27, which runs from July 1, 2026, to June 30, 2027.

Funding for this program comes from the Agricultural Growth, Research, and Innovation (AGRI) Program.

Funds are available on a first-come, first-served basis and may be fully allocated before the end of the fiscal year.

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General program rules and eligibility

The cost-share program generally reimburses 50% of eligible investments, with the exception of certain in-store demonstrations, Minnesota Pavilion booth space, and Walk the Floor mentorship expenses, which are reimbursed as outlined below.

Annual cost-share limits

The maximum annual reimbursement per eligible entity in FY27 is:

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

Minnesota Pavilion booth space discounts and Walk the Floor mentorship reimbursements do not count toward annual cost-share program limits. Reimbursement for those eligible activities may take priority over other reimbursements as resources are allocated throughout the 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. Offer a branded CPG food, beverage, or pet food product, as defined below.
3. Be a small to medium enterprise, defined for this program as an entity with fewer than 500 employees. Grower cooperatives are exempt from this requirement.
4. Be a current holder of an MDA Food License – either your own or that of a Minnesota co-manufacturer that you use.

Eligibility exceptions

• If you hold a municipal food license or permit and the MDA has delegated licensing authority to that municipality, your municipal license or permit may satisfy the licensing requirement.
• Minnesota Tribal entities may be exempt from eligibility requirements #1 and #4 above.
• Participation in Minnesota Pavilion events is allowed for Minnesota entities that do not meet eligibility requirements #3 and #4. However, entities with 500 or more employees are not eligible for reimbursement, with the exception of Minnesota grower cooperatives.

Note:

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

Participant responsibilities

By applying to this program, you agree to:

• Promptly complete post-event and follow-up surveys that help us measure program outcomes, including information such as leads generated, projected sales, and other business impacts. Note: Survey responses are an important part of demonstrating the value and effectiveness of the program and help inform future program funding.
• Keep receipts and records for six years and make them available for audit or inspection by the MDA or the state auditor upon request.

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

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Application deadlines

We process applications on a first-come, first-served basis until available funds are fully allocated or the final application deadline is reached, whichever comes first.

FY27 final application deadline: July 9, 2027 (if funds are still available)

We encourage you to apply for reimbursement as you complete qualifying investments rather than waiting until the end of the fiscal year.

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How to apply

Apply for reimbursement through our online application system.

• If you are a new user, you will need to create an account.
• Once logged in, select “Make it Minnesota: Marketing Investment Cost-Share Program (July 1, 2026–June 30, 2027).”
• If this is your first time applying for reimbursement, you must also register in Minnesota’s SWIFT system. SWIFT is the State of Minnesota's financial system that allows us to make payments to you.
• Include both 1) an invoice, and 2) proof of payment for all eligible expenses paid during the FY27 eligibility period.
  • Acceptable documentation for proof of payment includes a) a receipt or invoice showing a zero balance, or b) an invoice plus the canceled check or credit card statement with account numbers and other private information redacted.

Important: Expenses reimbursed by another state or federal entity are not eligible for reimbursement through this program. This includes expenses reimbursed through programs such as the Food Export Association of the Midwest or the State Trade and Export Promotion (STEP) program).

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Eligible investments

Have a question about whether an expense qualifies? Contact us before making the investment.

FY27 Minnesota Pavilion events

Minnesota Pavilion events provide additional opportunities for Minnesota companies to exhibit at regional and national trade events.

You do not need to hold an MDA food license to participate in a Minnesota Pavilion, but your brand needs to be a Minnesota-based company. See the Definitions section for more information.

Booth space costs for qualifying Minnesota Pavilion events may be reimbursed above and beyond the annual Make it Minnesota Cost-Share limit at event-specific amounts.

National events

• Natural Products Expo West, March 2-5, 2027, in Anaheim, Calif. (Reimbursement of $3,000)
• National Restaurant Association Show, May 22-25, 2027, in Chicago, Ill. Note: Booths are purchased first-come, first-serve directly from the MDA. Contact Jennifer Alexander, jennifer.j.alexander@state.mn.us, for details.
• Summer Fancy Food Show, July 25-27, 2027, in New York City (Reimbursement of $1,500)
• School Nutrition Association Annual National Conference, July 2027 dates TBA, location TBA (Reimbursement of $1,000 per 10' x 10' booth, up to two booths)

Regional events

• FEAST! Local Foods Marketplace, November 7, 2026, in Rochester, Minn. (Reimbursement of $150)
• FEAST! Local Foods Tradeshow, March 2027 date TBA, in Cannon Falls, Minn. (Reimbursement of $150)
• Minnesota School Nutrition Association Conference, dates TBA, in Saint Cloud, Minn. (Reimbursement TBA)

More regional and national tradeshow opportunities may be added throughout FY27. Check back for updates and visit the Minnesota Pavilions page for current opportunities.

Walk the Floor Mentorship at a Minnesota Pavilion

• Available once per company
• Maximum reimbursement of $500, above and beyond the annual cost-share limit
• Available only to approved participants in the Minnesota Pavilion Mentorship Program
• Eligible expenses may include airfare, lodging, car rental, educational sessions, and event admission/badge costs

Business-to-business (B2B) tradeshow costs

B2B tradeshows that are not formal Minnesota Pavilion events still qualify for reimbursement. Eligible expenses include:

• Booth rental at B2B tradeshow events where there is no Minnesota Pavilion
• Booth rental at a B2B tradeshow where a Minnesota Pavilion is offered but is full and the exhibitor books space independently
• Badge scanning and lead retrieval services
• Virtual B2B tradeshow registration
• Association membership when membership is required to participate in an eligible event

In-store demo costs

Eligible retail product demonstrations must take place in a store where your product is sold. Consumer events such as farmers’ markets, festivals, fairs, and demonstrations at stores owned by the applicant do not qualify.

Eligible demo expenses may include:

• Labor for an employee or owner at a flat rate of $20/hour
• Mileage at $0.50/mile, up to $200 per demo, when the demo is conducted by an owner or employee
• Third-party demonstration packages or contracts, reimbursed at 50% up to the annual cost-share limit
• Use the MDA F27 demo log (Google sheet) to help track qualifying demonstration expenses. Go to File > Make a Copy to fill out your own version to upload with your application.

Mileage is not reimbursable when demonstrations are performed by contractors.

Wholesale and retail activities

Eligible expenses include:

Syndicated data and consumer insights

• Subscriptions to CPG syndicated market data or consumer insights platforms such as SPINS or IRI
• Tailored category data purchased from retailers or distributors

Brand and sales strategy

• Consulting focused on sales growth, market expansion, or channel strategy
• Consultants must be registered business entities, and applicants must provide an invoice and overview of services

Brand development

• Logo design
• Label design
• Rebranding contracts with marketing or design professionals

Label printing is not eligible.

In-store promotions

• Off-shelf displays
• End caps
• Point-of-sale displays
• Signage and other eligible retail promotional placements

Food science, product development, and technical consulting

Eligible expenses may include contracted food science, product development, and technical consulting services that help prepare a product for market or support the growth of an existing product.

Examples of eligible services include:

• Product formulation and reformulation
• Product testing and evaluation
• Shelf-life testing and studies
• Sensory testing and consumer product testing
• Ingredient functionality and substitution support
• Product quality or consistency improvements
• Scaling formulations for commercial production
• Technical assistance related to commercialization or bringing a product to market
• Other food science or product development consulting services

You must submit an invoice or receipt showing the services provided and proof of payment. We may request additional documentation describing the scope of work.

Not eligible: Ingredients, production runs, manufacturing equipment, supplies, or other production expenses unless specifically identified as an eligible expense elsewhere in the program.

E-commerce and digital marketing activities

Eligible expenses include:

Third-party e-commerce marketplaces and platforms

• Registration and sign-up fees
• Monthly subscription fees
• Fees for premium positioning

Shipping expenses are not eligible.

Digital advertising

• Paid digital advertising
• Paid social media advertising
• Search advertising
• Sponsored or promoted digital content
• Email marketing expenses that support e-commerce or customer acquisition

Email marketing and digital platforms

• Email marketing platform subscriptions and fees
• E-commerce apps, integrations, and eligible website extensions
• Other digital marketing platforms used to promote or sell eligible products

Photo and video editing software

• Monthly software subscriptions used for e-commerce or digital marketing

You must retain monthly invoices and may be asked to demonstrate qualifying business use.

Digital marketing services

• E-commerce, digital marketing, email marketing, or social media consulting and management contracts
• Consultants must be registered business entities, and you must submit an invoice and overview of services

Training and education

• E-commerce, digital marketing, social media training and educational event attendance

Website development

• Website design and setup contracts
• Photography and videography
• Website extensions, including store locators and other web-store utilities

Designers and developers must be registered business entities, and you must submit an invoice and overview of services.

Documentation for e-commerce and digital marketing expenses

Important: Because you may incur multiple digital marketing expenses throughout the fiscal year, you must include supporting documentation for each individual expense submitted for reimbursement.

You may upload multiple receipts, invoices, or statements with your application. Do not upload any editable spreadsheets or documents. Everything should be in PDF format. Documentation may include:

• Digital advertising receipts or invoices
• Monthly platform or software invoices
• Email marketing platform invoices
• Website, e-commerce, or app subscription receipts
• Consultant or agency invoices
• Photography or videography invoices
• Website design or development invoices
• Other documentation showing an eligible digital marketing expense

Note: For recurring expenses or subscriptions, you should provide each monthly invoice or receipt for which reimbursement is requested. A single screenshot showing an active subscription or current account balance is not sufficient documentation of expenses incurred throughout the fiscal year.

Receipts and invoices should clearly show the vendor, date, amount paid, and product or service purchased. If an invoice does not show a zero balance, you must also provide proof of payment.

We may ask you to provide additional information demonstrating that an expense was used to market or sell an eligible CPG product.

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Ineligible expenses

Expenses that are not eligible for reimbursement include:

• Expenses reimbursed by another state or federal entity

• Expenses paid to foreign vendors

• Equipment, hardware, and supplies

• Print advertising and printing (except for point-of-sale retail or B2B tradeshow print items like a banner or backdrop)

• Electronic payment equipment

• General business management software

• Merchandise and merchandise processing fees

• Retailer and other re-seller web marketplace platforms

• Shipping fees and expenses

• Foreign transaction fees, currency conversion fees, bank fees, and similar financial charges

• Ingredients, production runs, and other production expenses unless specifically identified as eligible

• Staff payroll expenses, except for eligible owner/employee in-store demonstration labor as described above

Contact us before making an investment if you have questions about whether an expense qualifies.

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Definitions