US Dairy Representative

Concepts

• marketing services
• coventry
• british dairy products
• us dairy
• us dairy representative
• dairy products
• british dairy
• ahdb dairy
• us
• the ahdb dairy exports team

Location

United States

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.

Total Quantity or Scope

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: … 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.

Award Detail

CPV Codes

• 79342000 - Marketing services

Indicators

• Award on basis of price and quality.

Legal Justification

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.

Other 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.