The CANZA Marketplace connects farmers, companies, governments, and investors to advance climate-smart agriculture (CSA) across Canada. It turns verified environmental outcomes into shared value—rewarding environmental stewardship, reducing risk, and accelerating investment in resilient, low-carbon food systems.

Built on science, transparency, and collaboration, the Marketplace makes it easier for farmers and others to invest in outcomes that matter, including climate mitigation, soil health, water quality, and biodiversity.

CANZA Marketplace Vision

The CANZA Marketplace is a long-term national strategy to scale climate-smart agriculture through sustained private-sector engagement.

Over time, it will evolve into a fully operational transaction platform that:

• Aggregates and sells verified environmental outcomes from Canadian farms
• Supports stacked incentives across carbon, water, and biodiversity
• Integrates with regional and national policy and supply-chain strategies
• Mobilizes private capital alongside public and philanthropic funding

The goal is to embed environmental outcomes as a durable economic asset within Canada’s food system.

Getting Started

The first phase of the CANZA Marketplace focuses on access, learning, and early investment—before full market transactions begin.

In this phase, the Marketplace operates as a discovery and coordination platform that:

• Helps farmers and advisors identify existing funding and incentive programs supporting regenerative practices
• Aligns public, philanthropic, and private funding with Million Acre Challenge (MAC) regions
• Pilots a standardized Measurement, Monitoring, Reporting, and Verification (MMRV) framework
• Enables early corporate and philanthropic participation through pre-market pathways

This approach reduces risk for farmers, builds confidence for funders, and grounds the Marketplace in real, on-farm outcomes.

How the Marketplace Works

The Marketplace provides an ever growing list of regenerative agriculture incentive programs (such as the Million Acre Challenge) that farmers can access for financial and technical support.

Farmers select the programs that are right for them and adopt relevant climate-smart and regenerative practices that deliver measurable environmental benefits. These outcomes are measured, monitored, reported, and verified using CANZA’s MMRV framework. The Marketplace also makes it easy for farmers to coordinate and ‘stack’ incentives from multiple programs. In this way, the Marketplace enables farmers to generate value from environmental stewardship, in addition to the food, fuel and fibre they produce;

Once fully implemented, the Marketplace will provide buyers a ‘one-stop shop’ for trusted environmental outcomes. CANZA works directly with buyers to generate interest and align demand with the investable environmental outcomes that become available in the marketplace. Buyers (corporations, philanthropies, and others) can use the Marketplace to find credible, verifiable outcomes to meet sustainability goals, reduce supply-chain emissions, and support resilient agricultural systems.

Benefits for All

For farmers, the Marketplace provides a simple, farmer-controlled way to track and share environmental outcomes—without complex systems and while retaining ownership of their data. It simplifies reporting, reduces duplication, and ensures their work is recognized across the value chain.

For society, the Marketplace:

• Accelerates climate, water, and biodiversity outcomes
• Strengthens resilient domestic food systems
• Supports rural economic vitality
• Enables credible investment in nature-based solutions

Corporates, governments, and philanthropies play a key role by investing in verified, high-integrity outcomes. Through the Marketplace, they can support farmer-led solutions, reduce environmental risk, and move beyond offsetting toward direct investment in agricultural transformation.

Values and Principles

The CANZA Marketplace is guided by clear principles:

• Farmer-first design
• Scientific integrity and credible MMRV
• Transparency and trust
• Environmental integrity
• Collaboration across the value chain
• Systems change aligned with public policy