2024 -727 Behavioural Change Assessment for the Environment Baselining Pilot

Tender description

AHDB requires one supplier to assess the extent to which data, knowledge and other factors can drive behaviour change on farms for its Environment Baselining Pilot; track record of delivering behaviour change assessments/evaluations in Agriculture sector. AHDB requires one supplier to assess the extent to which data, knowledge and other factors can drive behaviour change on farms for its Environment Baselining Pilot. AHDB are seeking a supplier who has a track record of delivering behaviour change assessments/evaluations within the agriculture sector, primarily for the four levy sectors supported by AHDB/QMS namely, Dairy, Beef and Lamb, Cereals and Oilseeds, and Pork. There will be 3 main areas of consideration within the scope of this tender: • Understanding what drives farm management practice choices on farm. • Understanding of the drivers/motivation (together with challenges and barriers) for change • Measuring change – what are the actions that the 170 farmers intend to implement, and which ones are actioned, together with their impact. AHDB requires a supplier who can develop and implement an evaluation/assessment framework for the Environment Baselining Pilot. The work will focus on: • How (and if) the project’s many interventions (e.g. carbon audits, one-to-one support to develop action plans, baseline data, knowledge transfer) have contributed to changing farmer behaviour; i.e. has the project resulted in a change in the farmers’ mind-set and approach to the environment and will the farmer continue with a pro-active approach to environment management post project; and if so what are the main reasons for doing so. (Attribute change to intervention where applicable). • Consider how external project forces such as regulation, peer to peer learning and information/advice from trusted advisors impact decisions. • Identifying the main barriers and challenges to implementing change and provide recommendations on how to overcome them (this will be informed by engaging with farmers, AHDB staff, 3rd parties). The successful supplier will also be required to quantify the change undertaken on farm as a specific result of the project (e.g. what and how many management practice changes have been undertaken on farm) and provide a narrative of what that could look like at a national scale as far as is possible considering the sample size of the project. Closing date is by 12 noon on 27 March 2025 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.