2023-657 AHDB PR and Marketing services for Asia

AHDB intend to procure a Contract to a successful Supplier for the provision PR and Marketing services on behalf of AHDB (principally covering beef, lamb and pork, but also dairy products to a lesser extent) in Asia. The successful supplier/agency will be required to have the expertise and experience to identify the right priority markets and market segments, along with the ability to devise the best local strategy to achieve effective market growth in Asia. The successful supplier/agency must also have the language ability to converse in key target markets across Asia, as well as ensuring value for money for levy payers is provided.

The Contract is expected to commence on 3rd June 2024. The initial Contract duration is for 2 years with the option to extend (1+1) via single fixed terms. Estimated value is up to £500k per annum.

The electronic address at which the Procurement Documents have been made directly available by AHDB by electronic means is https://defra-family.force.com/s/Welcome. This is AHDB’s e-Sourcing portal.

This is a new procurement exercise covering the Asian market, and therefore there is no existing contract details that can be shared. The successful supplier/agency will work closely with the AHDB Exports team to agree and update on activity and provide the latest market intelligence and insights. As the successful supplier/agency will be principally engaged on the beef, lamb and pork sectors (and possibly dairy), knowledge of these sectors would be an advantage.

AHDB requires the representative to provide a fully equipped and functioning office, including laptop, mobile phone and access to the internet in order to fulfil this contract.

Asia is a key market for high quality British pork, lamb and beef. The market is currently being developed and is at various stages across different markets. Dairy products are currently sold into high end retails and valuable food service sectors.

British beef, lamb, pork and dairy products are produced to the highest standards and are of the highest quality. AHDB is helping to develop an appetite for British meat and dairy products with wholesale, retail, and food service suppliers across Asia.

Key markets include:

• China
• Japan

Other markets to cover:

• Singapore
• Hong Kong
• Taiwan
• Philippines
• Vietnam
• Malaysia
• Korea

Quality Meat and Dairy From Britain is actively used around the world to show off quality, as is the PGI West Country beef and West Country lamb. Pig meat is also sold under the “Red Tractor” logo.