Non-timber forest products (NTFPs) such as foods or environmental products are proposed as potential engines of economic development or income for Aboriginal Peoples in rural or remote communities in Canada. An assessment of the potential market for NTFPs is often overlooked when proposing the development of new NTFPs. Our study specifically evaluates the market potential for wild berry jams produced by aboriginal communities. Results from a choice experiment administered to shoppers in specialty urban food stores indicated that aboriginal jam products could supplant competing international brands in Canadian niche markets for cloudberry and lingonberry jam. These products could initially command price premiums as high as 100 % of the international product prices. Thus, markets for some aboriginal NTFPs appear to exist in Canada and may represent an economic opportunity for aboriginal businesses.