Section one: Contracting authority
one.1) Name and addresses
Agriculture and Horticulture Development Board
Middlemarch Business Park, Siskin Parkway East
Coventry
CV34PE
Contact
Sarah Waters
Country
United Kingdom
Region code
UKG13 - Warwickshire
Companies House
16480621
Internet address(es)
Main address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
Other activity
Agriculture
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Strategic PR partner services requirement for AHDB
Reference number
2025-760
two.1.2) Main CPV code
- 79416000 - Public relations services
two.1.3) Type of contract
Services
two.1.4) Short description
This was a mini competition against framework RM6124 Communications Marketplace. All suppliers shortlisted against the below specialisms were given opportunity to apply:
Brand Communications, Business-to-business (B2B) Communications, Consumer PR, Corporate PR, Corporate Social Responsibility (CSR), Environmental, Social and Corporate Governance (ESG), Influencer Strategy, Partnering and Execution, Management of Key Opinion Leaders / Opinion-Formers, PR Content Development and Management, PR Crisis Planning and Communications, PR Event Organisation and Management, PR Media Management, PR Reputation Management, PR Strategy, Press Release Writing and
Distribution, Sustainability Comms
8 submissions were received
two.1.6) Information about lots
This contract is divided into lots: No
two.1.7) Total value of the procurement (excluding VAT)
Lowest offer: £100,000 / Highest offer: £400,000 taken into consideration
two.2) Description
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
two.2.4) Description of the procurement
Objective
Our aim to add balance to the food debate and ultimately to reassure, inform and engage consumers-especially those who feel conflicted about their choices-not by going on the defensive but by confidently delivering science-backed storytelling that builds term trust and protects purchase intent.
Strategy
Our strategy will be built on a smart, high-impact PR programme that both compliments and amplifies the Let's Eat Balanced campaign and carves out a bolder, more visible voice for British
food and the British farming community.
two.2.5) Award criteria
Quality criterion - Name: Quality / Weighting: 80
Price - Weighting: 20
two.2.11) Information about options
Options: No
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Award of a contract without prior publication of a call for competition in the cases listed below
- The procurement falls outside the scope of application of the regulations
Explanation:
This was published but only to the shortlisted suppliers exported from the DPS framework RM6124 Communications Marketplace, based against specialisms shown below:
Brand Communications, Business-to-business (B2B) Communications, Consumer PR, Corporate PR, Corporate Social Responsibility (CSR), Environmental, Social and Corporate Governance (ESG), Influencer Strategy, Partnering and Execution, Management of Key Opinion Leaders / Opinion-Formers, PR Content Development and Management, PR Crisis Planning and Communications, PR Event Organisation and Management, PR Media Management, PR Reputation Management, PR Strategy, Press Release Writing and
Distribution, Sustainability Comms
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
four.2) Administrative information
four.2.9) Information about termination of call for competition in the form of a prior information notice
The contracting authority will not award any further contracts based on the above prior information notice
Section five. Award of contract
Title
Strategic PR partner services requirement for AHDB
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
28 January 2026
five.2.2) Information about tenders
Number of tenders received: 8
Number of tenders received from SMEs: 8
Number of tenders received by electronic means: 8
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
Fight or Flight
Soho 9 Noel Street
London
W1F 8GQ
Country
United Kingdom
NUTS code
- UK - United Kingdom
Justification for not providing organisation identifier
Not on any register
The contractor is an SME
Yes
five.2.4) Information on value of contract/lot (excluding VAT)
Initial estimated total value of the contract/lot: £400,000
Lowest offer: £100,000 / Highest offer: £400,000 taken into consideration
Section six. Complementary information
six.3) Additional information
This was a call off against RM6124, shortlisting suppliers based on specialisms. The opportunity was advertised to all of the shortlisted suppliers and interested parties were registered on Atamis.
six.4) Procedures for review
six.4.1) Review body
AHDB
Middlemarch Business Park, Siskin Parkway East
Coventry
CV3 4PE
Country
United Kingdom