The 2025 Regional Agricultural Promotion Program (RAPP), administered by the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS) and Commodity Credit Corporation (CCC), aims to support U.S. agricultural trade organizations, state regional trade groups (SRTGs), cooperatives, and state agencies in fostering expanded exports and market diversification. The program offers cost-share funding to support approved overseas market development activities. Eligible applicants must be nonprofit U.S. agricultural organizations, and the goal is to promote U.S. agricultural commodities and products in diverse commercial export markets. The program encourages activities that promote commodities such as grains, fruits, vegetables, and other products, excluding tobacco.

The 2025 RAPP has a total funding pool of $300 million, with $25 million set aside specifically for activities in Africa. The program is competitive, and funding decisions will be based on the evaluation criteria set forth in the notice, with an emphasis on maximizing the benefit to broad agricultural sectors rather than to individual entities. All agricultural commodities grown or produced in the United States, excluding tobacco, are eligible for the program. However, certain markets, such as Canada, Mexico, and China, are ineligible for support except for participation in USDA-endorsed trade shows.

Applicants must submit a marketing plan outlining their proposed promotional activities and funding requests. The program will fund both generic and branded promotion activities, with a particular focus on those with the broadest industry representation and national scope. In-kind or financial contributions are required from participants, with a minimum contribution of 10% for generic promotions and a dollar-for-dollar match for branded promotions. The marketing plan should detail the applicant's strategy, market targets, and specific constraints or opportunities that the program aims to address.

Applications must be submitted through the Unified Export Strategy (UES) system, and only one application per organization will be accepted. The review process will evaluate applications based on criteria such as the clarity and quality of the marketing plan, the proposed program’s objectives, collaborative efforts, and the potential impact on U.S. exports. The program gives priority to organizations that represent the widest cross-section of producers and affiliated industries.

Applicants are required to maintain active registration in the System for Award Management (SAM) and adhere to federal regulations regarding cost-share contributions and reporting. The program operates on a reimbursement basis, and participants must comply with all reporting and evaluation requirements as outlined by FAS. The projected period of performance for awarded projects will run from January 1, 2025, through September 30, 2030.

Organizations interested in applying must ensure compliance with all application requirements, including the submission of required forms and certifications. Successful applicants will receive notifications of award approval, and agreements will be finalized once both parties sign the agreement and associated documents.