Public relations services

Tender description

AHDB France require work to develop awareness of Assurance and Quality schemes such as the Quality Standard Mark (QSM) for beef and lamb, and the PGI West Country (beef and lamb). To ensure this is done effectively, AHDB require Press and PR agency that are able to provide 2 propositions: 1) A PR event with the Belgium food service sector In order to develop the awareness of the QSM and the PGI West Country, AHDB France would like the agency to present a yearly activity / event designed to increase significantly the visibility of these schemes to restaurants in Brussels. The event could take the format of a seminar / workshop to communicate with participants followed by a dinner to showcase assured products. 2) A program of field marketing activities The agency is expected to present an innovative and efficient programme of in-store/field marketing activities designed to enhance the significant presence of branded (St George) UK lamb on the shelves of supermarkets in Belgium. Submissions are to be in English. The chosen agency must include evidence that the delivery team is able to operate in French and Flemish. AHDB France are constantly working to attract UK exporters and potential importers in Belgium with innovative projects which should create a positive trend in the restaurant sector, with focus being placed on Quality Standard Mark (QSM) for UK beef and lamb, or PGI options. AHDB France works to develop awareness of Assurance and Quality schemes, such as the QSM and PGI West Country for UK beef and lamb. This is done through the promotion of brands linked to QSM and PGI's. UK beef and lamb in Belgium — food service sector. Brussels has an increasingly good reputation in terms of gastronomy and although the image of British meat is good in Belgium, the supply to commercial restaurants remains limited. Local supply of beef benefits from tradition and strong awareness (Belgian Blue) but suffers in terms of eating qualities. Opportunities exist for well marketed high quality pasture fed beef. Local supply of lamb is very limited, competition mainly comes from southern hemisphere and Ireland. Focus should be placed on Quality Assurance schemes. UK beef and lamb in Belgium — retail sector. The Belgian retail market for lamb is small but already mainly supplied with imported lamb. Nevertheless this market is open to more volumes and more added value in terms of marketing. AHDB wishes to differentiate beef and lamb produced under assurance schemes with supporting brands such as the QSM — Agneau St George and Boeuf St George.