The MAP is designed to encourage the development, maintenance, or expansion of commercial export markets for United States agricultural commodities and products through cost–share assistance.
Assistance may be provided for either generic or brand promotion activities.
generally take place overseas, reimbursable activities may also take place in the United States.
Financial assistance under the MAP is made available on a competitive basis, and applications are reviewed against the evaluation criteria contained herein and in the MAP regulations.
Under the MAP, FAS enters into agreements with eligible Participants to share the cost of certain marketing and promotion activities covering a broad array of agricultural commodity sectors.
All U. S. agricultural commodities, except tobacco, are eligible for consideration.FAS allocates funds in a manner that effectively supports the strategic decision–making initiatives of the Government Performance and Results Act (GPRA) of 199 3. In deciding whether a proposed project will contribute to the effective creation, expansion, or maintenance of foreign markets, FAS considers whether the applicant provides a clear, long–term agricultural trade strategy, has the broadest producer representation and affiliated industry participation of the commodity being promoted, and includes an effective program time line against which results can be measured at specific intervals using quantifiable product or country goals.
FAS enters into agreements with eligible Participants where benefits generated are available throughout the relevant agricultural sector and that no single entity gains an undue advantage or sole benefit from program activities.
These factors are part of the FAS resource allocation strategy to fund applicants who can best demonstrate performance and address USDA and FAS goals and objectives.
MAP Participants must adhere to GPRA and USDA Monitoring and Evaluation guidance.