Step 1: Research
Last updated on February 26, 2026Explore available opportunities. Check which countries may want your products. See if your product can stand out in a new market.
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Export readiness assessment
To see if you're ready to plan details, ask yourself a few questions.
Why export?
Selling your products in other countries can bring many benefits, such as:
- Higher sales and profits
- Lower costs per unit when you make more units (economy of scale)
- Less risk when one market slows down
- New knowledge and skills
- Stronger competitiveness in Canada and abroad
New markets come with challenges. You might face higher costs and spend more time on your business. There are also different languages and cultures to navigate. Plus, you'll handle more paperwork and compete with foreign companies.
Am I ready?
Understand if people want your product in the new market. Ask yourself:
- What makes my product different or better?
- Are similar products already sold there?
- Do I have an advantage over local competitors?
- Can I raise quality, lower cost, or offer something unique?
- Do I need to change the product to fit local tastes or rules?
Market research
Start simple. Look for the best fit between what you sell and where it will succeed. A great way to begin your search is to use online tools and resources.
Where in the world will my product do best?
Some new topics that you will need to research include:
- Political and economic stability
- Culture and consumer preferences
- Trade rules and standards in the target country
The basic steps are:
- Screen potential markets – make a short list of countries that might want your product
- Assess target markets – look at the opportunities and risks of exporting to those countries
Look at international trade rules early on. This includes import rules, product standards, and licensing needs.
Resources
Agriculture and Agri-Food Canada (AAFC) market intelligence reports
Access reports on international markets, trends, and opportunities for Canadian agri-food products. Highly relevant for agri-food exporters and widely used by industry.
Canada tariff finder
Check tariffs for your specific product in different markets to estimate costs during your early research.
Canadian export classification
Search for your Harmonized System (HS) code using the Canadian Export Classification tool. If you cannot confidently identify the correct HS code, seek support from custom brokers, freight forwarders, or other experts.
Trade Commissioner Service of Canada (TCS)
The Trade Commissioner Service of Canada (TCS) is a federal government program that helps Canadian companies expand into international markets.
International Trade Centre’s market access map
The market access map of the International Trade Centre (ITC) is a helpful tool for researching import rules, product standards, and licensing needs of different countries.
Government of Canada’s trade data online
The Government of Canada’s trade data online is a database of export products, showing which countries import various products from Canada.
Product readiness
Is your product ready for sale in a different country? Does it need changes to make it more suitable for export?
Fit for the market
Questions you should consider to understand if your product will be a good fit include:
- Does the product match local culture and preferences?
- Can you increase production if demand grows?
- Do you have the resources to scale up production?
Labelling, marking, and product standards
You’ll need special labels and product markings for shipping to the new country. Each country has unique rules for the labels, marks, and standards used on products. Examples include the label language and the display of nutritional info. You need to ensure that you can adapt your product to follow the rules in the new country.
Classify your product with Harmonized System (HS) Codes. This is an international way to describe and code products. Most countries base their taxes on HS classification.
Check out the Standards Council of Canada (SCC) to find out which standards apply to your product. It offers testing to ensure products meet standards. It also has programs to confirm that goods qualify for these standards. Canada also follows the standards of the International Organization for Standardization (ISO). Examples of food safety standards are the Canada Good Agricultural Practice (CanadaGAP) program and the Safe Quality Food Initiative.
See below for some helpful resources:
Standards Council of Canada (SCC)
The Standards Council of Canada (SCC) provides information on agricultural standards.
International Organization for Standardization (ISO)
The International Organization for Standardization (ISO) develops and publishes standards for many countries.
CanadaGAP food safety program
CanadaGAP is the leading food safety program for Canadian fruits and vegetables. It ensures that farming companies implement Good Agricultural Practices (GAPs) which is required for exporting to several countries.