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
Contact person: Sarah Waters
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
Strategic PR partner services requirement for AHDB
Reference number: 2025-760
II.1.2) Main CPV code
79416000
II.1.3) Type of contract
Services
II.1.4) Short description
This was a mini competition against framework RM6124 Communications Marketplace. All suppliers shortlisted against the below specialisms were given opportunity to apply:
Brand Communications, Business-to-business (B2B) Communications, Consumer PR, Corporate PR, Corporate Social Responsibility (CSR), Environmental, Social and Corporate Governance (ESG), Influencer Strategy, Partnering and Execution, Management of Key Opinion Leaders / Opinion-Formers, PR Content Development and Management, PR Crisis Planning and Communications, PR Event Organisation and Management, PR Media Management, PR Reputation Management, PR Strategy, Press Release Writing and
Distribution, Sustainability Comms
8 submissions were received
II.1.6) Information about lots
This contract is divided into lots:
No
II.1.7) Total value of the procurement
Lowest offer:
100 000.00
GBP/ Highest offer:
400 000.00
GBP
II.2) Description
II.2.3) Place of performance
NUTS code:
UK
II.2.4) Description of the procurement
Objective
Our aim to add balance to the food debate and ultimately to reassure, inform and engage consumers-especially those who feel conflicted about their choices-not by going on the defensive but by confidently delivering science-backed storytelling that builds term trust and protects purchase intent.
Strategy
Our strategy will be built on a smart, high-impact PR programme that both compliments and amplifies the Let's Eat Balanced campaign and carves out a bolder, more visible voice for British
food and the British farming community.
II.2.5) Award criteria
Quality criterion: Quality
/ Weighting: 80
Price
/ Weighting:
20
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
Award of a contract without prior publication of a call for competition
Justification for selected award procedure:
The procurement falls outside the scope of application of the Directive
Explanation
This was published but only to the shortlisted suppliers exported from the DPS framework RM6124 Communications Marketplace, based against specialisms shown below:
Brand Communications, Business-to-business (B2B) Communications, Consumer PR, Corporate PR, Corporate Social Responsibility (CSR), Environmental, Social and Corporate Governance (ESG), Influencer Strategy, Partnering and Execution, Management of Key Opinion Leaders / Opinion-Formers, PR Content Development and Management, PR Crisis Planning and Communications, PR Event Organisation and Management, PR Media Management, PR Reputation Management, PR Strategy, Press Release Writing and
Distribution, Sustainability Comms
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
IV.2) Administrative information
IV.2.9) 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
Title: Strategic PR partner services requirement for AHDB
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
28/01/2026
V.2.2) Information about tenders
Number of tenders received: 8
Number of tenders received from SMEs: 8
Number of tenders received by electronic means: 8
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
Fight or Flight
Soho 9 Noel Street
London
W1F 8GQ
UK
NUTS: UK
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Initial estimated total value of the contract/lot:
Total value of the contract/lot:
Lowest offer:
100 000.00
GBP
/ Highest offer:
400 000.00
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.3) Additional information
This was a call off against RM6124, shortlisting suppliers based on specialisms. The opportunity was advertised to all of the shortlisted suppliers and interested parties were registered on Atamis.
VI.4) Procedures for review
VI.4.1) Review body
AHDB
Middlemarch Business Park, Siskin Parkway East
Coventry
CV3 4PE
UK
E-mail: procurement@ahdb.org.uk
VI.5) Date of dispatch of this notice
28/01/2026