Abstract
Natural health products represent a rapidly expanding and high value segment of the market for agricultural products. Many of these products individually represent niche markets, which present a problem for firms from small market countries-domestic markets will be too small for firms to achieve a minimum efficient size and, as a result, to reach their full potential access to foreign market is required. Canada represents such a market. The international marketing of nutraceuticals and functional foods is characterized by barriers to market access and greatly differing regulatory regimes. The marketing challenges faced by Canadian exporters in two major potential markets, the US and the EU, are examined and a market access strategy that includes a major role for government is outlined.
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