Section one: Contracting authority
one.1) Name and addresses
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
Contact
Sarah Waters
Country
United Kingdom
Region code
UK - United Kingdom
Internet address(es)
Main address
https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
Buyer's address
https://defra-family.force.com/s/Welcome
one.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge, at
https://defra-family.force.com/s/Welcome
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
https://defra-family.force.com/s/Welcome
Tenders or requests to participate must be submitted to the above-mentioned 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
In-Market representative for the USA (covering Dairy products)
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
The USA is a key target market for high quality dairy products (especially Cheese) into the retail and foodservice sectors. British dairy products are produced to the highest standards and are of the highest quality. The successful representative will be responsible for delivering an agreed strategy, including delivering agreed promotions and events, an online and social media channel strategy, and connections and networking with potential customers and exporters for British Dairy. The aim is to increase awareness to help drive value and volume sales. It is preferred that the supplier/agency is located or has a commercial office in the USA.
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.
Value of the contract is £70k per annum (which includes £10k marketing spend).
two.1.5) Estimated total value
Value excluding VAT: £210,000
two.1.6) Information about lots
This contract is divided into lots: No
two.2) Description
two.2.2) Additional CPV code(s)
- 79416000 - Public relations 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
AHDB intend to procure a Contract to a successful Supplier for the provision of an “AHDB In-Market Representative for USA (covering Dairy products)” through the process set out in this ITT. The successful supplier will be required to deliver an agreed strategy, including delivering agreed promotions and events, an online and social media channel strategy, and connections and networking with potential customers and exporters for British Dairy. These products will be from England, Wales and Scotland.
The aim is to increase awareness to help drive value and volume sales, as well as ensuring value for money for levy payers is provided.
AHDB require an English-speaking representative who must have the expertise and experience to identify the right priority market segments, along with the ability to devise the best local strategy to support and achieve effective market growth.
two.2.5) Award criteria
Quality criterion - Name: Technical/Quality / Weighting: 75
Price - Weighting: 25
two.2.6) Estimated value
Value excluding VAT: £210,000
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Start date
30 June 2023
End date
29 June 2026
This contract is subject to renewal
Yes
Description of renewals
Initial contract is for 1 year with the option to extend 1+1
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
Section three. Legal, economic, financial and technical information
three.1) Conditions for participation
three.1.1) Suitability to pursue the professional activity, including requirements relating to enrolment on professional or trade registers
List and brief description of conditions
As per specification and all other tender documents uploaded for this project
three.1.2) Economic and financial standing
Selection criteria as stated in the procurement documents
three.1.3) Technical and professional ability
Selection criteria as stated in the procurement documents
three.2) Conditions related to the contract
three.2.2) Contract performance conditions
As stated in documents
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Open procedure
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.2.2) Time limit for receipt of tenders or requests to participate
Date
22 May 2023
Local time
12:00pm
four.2.4) Languages in which tenders or requests to participate may be submitted
English
four.2.6) Minimum time frame during which the tenderer must maintain the tender
Duration in months: 3 (from the date stated for receipt of tender)
four.2.7) Conditions for opening of tenders
Date
22 May 2023
Local time
1:00pm
Place
AHDB HQ
Information about authorised persons and opening procedure
Procurement Managers
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: No
six.2) Information about electronic workflows
Electronic invoicing will be accepted
Electronic payment will be used
six.4) Procedures for review
six.4.1) Review body
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
Country
United Kingdom
Internet address
https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
six.4.2) Body responsible for mediation procedures
Defra Network eTendering Portal
17 Nobel House
London
SW1P 3JR
Country
United Kingdom
Internet address
https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs