Contract award notice
Results of the procurement procedure
Section I: Contracting
entity
I.1) Name and addresses
Agriculture and Horticulture Development Board
16480621
Middlemarch Business Park, Siskin Parkway East
Coventry
CV34PE
UK
E-mail: procurement@ahdb.org.uk
NUTS: UKG13
Internet address(es)
Main address: https://ahdb.org.uk/
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
Other: Agriculture
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
Consumer Trust project
Reference number: 2026-831
II.1.2) Main CPV code
79310000
II.1.3) Type of contract
Services
II.1.4) Short description
Awarded mini competition against framework RM6126 shortlisted suppliers. The purpose of this research is to obtain a greater understanding of attitudes and drivers of trust in the food system in the UK.
Trust in food and the way it is produced is a critical component of consumer confidence in the UK food system. Since 2019, AHDB has undertaken annual tracking research to monitor consumer attitudes towards British agriculture, farmers and the wider food supply chain, providing a consistent evidence base through a period marked by Brexit, the Covid-19 pandemic and the cost-of-living crisis.
The latest 2025 findings indicate that consumer sentiment remains strong, with 71% of consumers reporting a positive impression of British agriculture and 77% agreeing that farming is a trustworthy profession. This project is intended to build on the established tracking in order to measure attitudes across the food system, assess changes over time, and identify the factors that will be most important in maintaining and strengthening trust in future.
II.1.6) Information about lots
This contract is divided into lots:
No
II.1.7) Total value of the procurement
Value excluding VAT:
64 820.00
GBP
II.2) Description
II.2.3) Place of performance
NUTS code:
UK
II.2.4) Description of the procurement
Mini competition was held against RM6126 Research & Insight, shortlisted suppliers based against their specialisms.
II.2.5) Award criteria
Price
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
Section IV: Procedure
IV.1) Description
IV.1.1) Type of procedure
Restricted procedure
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
IV.2) Administrative information
IV.2.1) Previous publication concerning this procedure
Notice number in the OJ S:
2026/S 000-075840
IV.2.9) Information about termination of call for competition in the form of a prior information notice
The contracting authority will not award any further contracts based on the above prior information notice
Section V: Award of contract
Contract No: 2026-831
Title: Consumer Trust project
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
10/08/2026
V.2.2) Information about tenders
Number of tenders received: 7
Number of tenders received from SMEs: 7
Number of tenders received by electronic means: 7
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
Sparkminds
07109428
The Court, Northfield Road
Southam
CV47 0FS
UK
NUTS: UK
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Total value of the contract/lot:
: 64 820.00
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.4) Procedures for review
VI.4.1) Review body
Agriculture and Horticulture Development Board
Siskin Parkway East
Coventry
UK
VI.5) Date of dispatch of this notice
10/08/2026