CALL FOR TENDER
Date of publication: 11 October 2021
Call for tender for the selection of a promotion agency for the development of a multiannual REA EU 1144/2014 programme for the promotion of poultry.
PROMOTION PROGRAMME IN BELGIUM, FRANCE, SPAIN AND GERMANY
1/ CONTEXT
The Association:
AVEC (Coordinator)- Association of poultry processors and poultry trade in EU countries
AVEC is the voice of the European poultry sector. AVEC facilitates communication between international organisations and decision-makers and focuses on key areas such as animal health and welfare, food safety and quality, trade and sustainable development. AVEC members are national associations from 16 EU Member States + 1 associate member from the UK.
AVIANZA - the Spanish Poultry Meat Association (formerly Propollo)
The Spanish Poultry Meat Association - AVIANZA - has more than 65 member companies, integrating more than 95% of the poultry meat market. In this sense, we have more than 5000 farms, 281 slaughterhouses and cutting plants, as well as more than 40,000 workers working for the poultry meat industry in Spain.
BVG - Bundesverband der Geflügelschlachtereien e. V.
The BVG - Bundesverband der Geflügelschlachtereien e. V. is the professional organisation and the only representative body of the German poultry slaughtering and processing industry. Its 33 members - mainly poultry slaughterhouses, poultry meat processors and traders - represent more than 93% of the German poultry processing sector. As a specialised branch focusing on the issues of the poultry processing industry, BVG is a member of the umbrella and apex organisation of the German poultry industry, the ZDG - Zentralverband der Deutschen Geflügelwirtschaft e. V. (German Poultry Association).
CIPC - French Interprofessional Committee for Broiler Chickens
Since its origins in 2007, CIPC is a French poultry association representing 85% of the broiler sector and each of its fields: hatchery, breeding, animal feed, slaughterhouses. Based in Rennes, close to the main poultry production areas, it develops its network and expertise to offer a variety of services available from professionals to scientists and closely linked to the administration. The ICPC allocates its means and resources to broiler production, with a dedicated board member and study activities. The French production volume in 2019 is estimated at 1,754 thousand tce of poultry, including 222 MTec of ducks, 326 MTec of turkeys and 1,173 MTec of broilers.
SUST EU POULTRY - the Programme:
This programme aims to raise awareness and promote European poultry meat and poultry production methods, highlighting its commitment to creating the most sustainable and environmentally friendly European agri-food sector. The programme focuses on the three drivers of sustainability: environment, economy and society. The proposing organisations cover four different European markets giving the programme an ambitious European dimension and will focus on four different target markets: Belgium, Spain, Germany and France.
While the efforts and actions of the European poultry sector when the new Biodiversity and Farm to Fork[1] strategies were launched as part of the Green Deal[2] have been a major boost, there is still a tendency to identify the sector as one that does not play a beneficial role for climate action and the environment. For this reason, the aim of this programme is to highlight the sustainability of EU agriculture to consumers, highlighting its commitment to climate change mitigation and underlining that European poultry meat consumption is beneficial for a sustainable European environment, society and economy.
With a total budget of more than €3 million and numerous promotion and information activities in Belgium, Spain, Germany and France, the association will not only use online and offline channels to communicate the message, but will also organise different events, tasting days and workshops to reach as many consumers as possible. The impact this programme will have on the European poultry sector will also encourage other key players in the industry to work on their sustainable products and production methods.
General objectives:
"Highlighting the specific characteristics of agricultural production methods in the EU, in particular in terms of food safety, traceability, authenticity, labelling, nutritional and health aspects, animal welfare, respect for the environment and sustainability, and the characteristics of agricultural and food products, especially in terms of quality, taste, diversity or traditions", is the general objective of this programme.
If consumers are aware of the sustainable characteristics of the European poultry sector compared to the same products from third countries, they can give priority to EU-produced poultry and make an informed choice. Within this programme, our aim is to promote European poultry meat products, more specifically products mainly from chicken and turkey.
Contribution to the environment
This programme, based on the sustainability of European products and production methods, aims to support the European poultry meat sector through communication activities based on the strategies that the proposing organisations and all their partners are implementing to make their production processes and environmental impact more sustainable. These strategies are in line with the European Farm to Fork and Green Deal strategies, both based on achieving greener and more sustainable production systems, among other objectives.
This programme also aims to adapt to new market trends in poultry meat consumption, as well as to the environmental demands that people are increasingly placing on producers.
2/ TENDERING PROCEDURE
The contracting of a specialised executive agency is necessary to plan and implement the actions covered in this programme once AVEC and its partners have signed the Grant Agreement. The partners expect a sustainable partnership with the implementing agency, based on high mutual trust, considering the budgets involved and the need to maintain the trust of the partners throughout the proposed programme.
The agency will interact with AVEC as Coordinator, but also with all partners individually to implement the programme in their respective target countries.
The programme will have an overall budget of over €3 million and has a total duration of 2 years. It focuses on three main target groups: young people, family decision-makers (who would form the end-consumer section) and key opinion leaders, in Germany, France, Belgium and Spain.
Open tendering conditions:
- The purpose of this tender is to apply for a promotion programme co-financed by the EU's ESA agency. If European funds are not secured, the tender will be considered void.
- This offer is not remunerated. Unsuccessful applicants will not receive any financial compensation.
- All information sent to successful applicants will be treated as strictly confidential, and due to the institutional nature of the data, cannot be used for other clients.
- AVEC will provide applicants, upon request, with technical information on the selection of target markets and the objectives of the programme for the preparation of their proposals.
- The selection criteria shall ensure the best value for money in accordance with Regulation (EU) No 1144/2014 of the European Parliament.
- Once the creative work has been submitted by the applicant, it becomes the property of the contracting authorities without limitations of time and space, and this includes its use for all methods and media.
- The contracting authorities reserve the right to use creative concepts (images, logos, slogans and domain names) in the context of other campaigns of their own and without time limitation.
- The selected body shall sign a contract with the contracting entities.
- No expenditure shall be incurred before a framework agreement has been signed between the contracting entities and the European Commission, and a framework agreement between the contracting entities and the implementing body.
Mandatory elements to be submitted by applicants:
Applicants must propose a strategic plan for the development of a multi-promotional AER programme in the above-mentioned markets with the aim of improving the image of poultry products and boosting their consumption.
The detailed proposal (PowerPoint format is preferred) should imperatively be sent in English to Ms. Birthe Steenberg([email protected]) and include:
- A dated and signed letter of application accepting the tender conditions.
- A presentation of the agency, including proof of up-to-date tax payments, information on its financial viability, on its competencies to accompany the partnership with these missions and on its knowledge of the rules concerning EU-funded promotion programmes.
- A proposal based on knowledge of the target countries in terms of production, consumption and consumption habits of poultry meat. The agency should be able to propose a series of actions based on the different criteria set out in the proposal.
- The agency should describe the objectives, the target audience as well as the expected outputs and should include a budget proposal for each action within the overall framework defined for that campaign.
- A sworn declaration duly dated and signed by the applicant declaring any potential conflict of interest arising from work carried out by an institution in the poultry sector in any of the markets covered by the campaign.
The proposal must take into account the mandatory EU signature and other graphic elements as stipulated in Regulation EC/1144/2014 and relevant legislation. The selected executive agency must strictly comply with these criteria for all actions planned and implemented, as non-compliance with these EU rules would result in the ineligibility of the actions and loss of funding. In case our application does not lead to the signature of the grant agreement, the implementation of the campaign should of course serve no purpose and this offer would be null and void.
3/ SUPPORT ACTIONS
The selected implementing body will support beneficiaries in the implementation of the following measures foreseen in this programme:
- Public relations activities (public relations office and press releases)
- Digital communication (social media campaign, online advertising, digital events, etc.).
- Organisation of events such as exhibitions/conferences/webinars/
- Advertising in different media (press, online, television, outdoor...)
- …
The agency will have to propose how to articulate and adapt all these actions to the different target countries, as well as to demonstrate its expertise in the different fields of activities.
The agency will have to propose how to articulate and adapt all these actions to the different target countries. The AVEC will send technical information on the selection of target markets and the objectives of the programme to applicants on request for the preparation of their proposals.
An evaluation agency will also be selected to audit the programme. The selected body is expected to facilitate the work of the evaluation agency as necessary throughout the project, e.g. provide information requested by the evaluation agency, participate in occasional meetings and accept its recommendations.
4/ SELECTION CRITERIA
The selection will be made by a jury composed of the AVEC team as well as the 3 other partners from France, Germany and Spain involved in the project.
Selection criteria:
- Quality and coherence of the strategy, reasoning of the proposed actions (30 points)
- Value for money (20 points)
- Understanding and strict respect of EU promotion rules (20 points)
- Experience in EU promotion projects/communication actions, in particular on sustainability aspects, as well as quality of the information provided on the financial viability of the Agency (20 points)
- Qualifications of the project management team and experience in the 4 target countries (10 points)
5/ PROPOSED PLANNING
15 November at 18.00 at the latest: deadline for sending the application to the call for tenders
29 November at 18.00: notification of the selected agency and detailed notification to the other agencies of non-selection
6/ CONTACTS
Ms Birthe Steenberg, Secretary General of AVEC([email protected]) is available to answer any questions candidates may have (tel: + 32 (0) 492 10 75 71).
[1] European Commission - https://ec.europa.eu/food/farm2fork_en
[2] European Commission - https://ec.europa.eu/clima/policies/eu-climate-action_en