Section one: Contracting authority/entity
one.1) Name and addresses
AHDB
Middlemarch Business Park, Siskin Parkway East
Coventry
CV3 4PE
Contact
Sarah Waters
Country
United Kingdom
Region code
UKG - West Midlands (England)
Justification for not providing organisation identifier
Not on any register
Internet address(es)
Main address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
Other activity
Agriculture and Horticulture
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
US Dairy Representative
Reference number
2022-602
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
AHDB went out to market to find a representative for US Dairy twice without being successful as our requirements are so niche, no submissions were received for either tender opportunity. A supplier was found at a Trade show in the US and began work for us, We required a representative that lived in the US and had knowledge in the Dairy industry. They would need to be able to complete the following on our behalf:
• Liaise closely with the AHDB Dairy Exports team, to agree and update on activity and provide the latest market intelligence and insights
• Identify and develop priority markets (East coast, West coast or specific states for dairy products)
• Effectively maintain and build new relationships with relevant contacts in the US . Where appropriate, work jointly with them to increase market exposure and demand for British dairy products.
• Devise and implement effective local strategies to promote British dairy products aimed at increasing awareness and brand loyalty.
• Devise and help implement online and social media strategy in conjunction with AHDB Dairy & a social media company to raise awareness of British Dairy products.
• Support in-market exhibition activity.
• Liaise with AHDB staff in areas such as media, PR, digital.
Our incumbent was in place for a year and then had to give up the contract due to personal reasons, but found a replacement for AHDB within the industry required, and also in the location needed (US), they demonstrated their ability to preform trade development programmes within this country. After having several failed attempts at finding a supplier, it was decided another tender would produce the same outcome with no suppliers.
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.2.2) Additional CPV code(s)
- 79342000 - Marketing services
two.2.3) Place of performance
NUTS codes
- US - United States
Main site or place of performance
United States
two.2.4) Description of the procurement
The successful In-market will be responsible for increasing awareness of British dairy products in totality. However, there will be a focus on Cheese.
The successful representative will be responsible for delivering an agreed strategy, including delivering agreed promotions & events, an online and social media channel strategy, and connections & networking with potential customers and exporters for British Dairy. This is to increase awareness to help drive value and volume sales.
The successful representative will be expected to:
• Liaise closely with the AHDB Dairy Exports team, to agree and update on activity and provide the latest market intelligence and insights
• Identify and develop priority markets (East coast, West coast or specific states for dairy products)
• Effectively maintain and build new relationships with relevant contacts in the US . Where appropriate, work jointly with them to increase market exposure and demand for British dairy products.
• Devise and implement effective local strategies to promote British dairy products aimed at increasing awareness and brand loyalty.
• Devise and help implement online and social media strategy in conjunction with AHDB Dairy & a social media company to raise awareness of British Dairy products.
• Support in-market exhibition activity.
• Liaise with AHDB staff in areas such as media, PR, digital.
The successful representative will be required to cover market development work in the dairy sector. Knowledge of the wider gastronomy, retail and foodservice sectors would be an advantage.
two.2.5) Award criteria
Price
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:
Due to this opportunity requiring a US based representative with knowledge of the Dairy market (especially focussed on cheese), and 2 failed tender attempts without any submissions, our current incumbent recommended this representative to take over, having known them on the dairy circuit in the United States. Several requirements had to be removed from the initial scope due to this not being feasible for the new representative. This is a very niche market, restricted more by the location.
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
Section five. Award of contract/concession
Title
US Dairy Representative
A contract/lot is awarded: Yes
five.2) Award of contract/concession
five.2.1) Date of conclusion of the contract
27 February 2024
five.2.2) Information about tenders
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor/concessionaire
Campbeltown Consulting
Milwaukie, Oregon, USA 97267
Oregon
Country
United States
NUTS code
- US - United States
Justification for not providing organisation identifier
Not on any register
The contractor/concessionaire is an SME
Yes
five.2.4) Information on value of contract/lot/concession (excluding VAT)
Initial estimated total value of the contract/lot/concession: £400,000
Lowest offer: £100,000 / Highest offer: £400,000 taken into consideration
Section six. Complementary information
six.3) Additional information
It is very difficult to access the rest of the world for some of AHDB's niche requirements where we need the agent or representative to live in another country in order to carry out our requirements, arranging events, visiting and presenting at trade shows etc, with the expert knowledge required in the country and industry. This opportunity had 2 failed tenders and therefore this is the reason why we have selected the representative in the way that we have.
six.4) Procedures for review
six.4.1) Review body
AHDB
Middlemarch Business Park, Siskin Parkway East
Coventry
CV3 4PE
Country
United Kingdom