The grant could provide up to $20,000,000.
Under the MAP, FAS enters into assistance agreements with eligible Participants to share the cost of certain marketing and promotion activities designed to foster healthy exports and market diversification by encouraging the development, maintenance, and expansion of diverse commercial export markets for United States agricultural commodities and products. Assistance may be provided for either generic or brand promotion activities. While 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. FAS endeavors to enter into agreements with eligible Participants to cover as broad an array of agricultural commodity sectors as possible and to maximize the likelihood that benefits generated will be available throughout the relevant agricultural sectors and that no single entity gains an undue advantage or sole benefit from program activities. All U.S. agricultural commodities, except tobacco, are eligible for consideration. Applicants should refer to and have a common understanding of the MAP programmatic regulations,7 CFR Part 1485, and the definitions contained within to fully understand this opportunity.