Canada Retail Marketing and Public Relations

The Florida Department of Citrus (FDOC) is soliciting proposals for RFP 24-01, seeking a Canadian company to provide comprehensive retail marketing and public relations services for Florida citrus products in Canada. The procurement focuses on developing, executing, and measuring marketing programs for Florida grapefruit, grapefruit juice, orange juice, and fresh oranges, with primary emphasis on markets in Ontario, Quebec, and the Atlantic Provinces. Key deliverables include year-round programs targeting primary shoppers aged 25-45, with objectives of increasing consumer awareness of Florida as an origin, improving willingness to pay for Florida products, and boosting daily orange juice consumption. Proposals are due February 28, 2025, at 10:00 AM EST, with questions accepted until February 4, 2025. The evaluation will use a 100-point scale, with 15 points for cost, 30 points for experience, 30 points for strategic approaches, 10 points for performance measurement, and the remaining points distributed among staff planning, proposal quality, and financial controls. The initial contract term is two years with a potential three-year renewal, with an anticipated award date of July 1, 2025.

The solicitation does not explicitly indicate specific set-aside designations for disadvantaged enterprises. The contract requires a Canadian company with significant experience in consumer engagement, PR tactics, and retail marketing programs, particularly in the fresh produce and beverage categories. Vendors must complete several mandatory compliance forms, including the Vendor Certification Form (PUR 7801) and certifications regarding labor practices under Florida Statutes. The anticipated budget range is $800,000 to $1,200,000 USD annually, with specific allocations of $700,000 for orange juice PR programs, $300,000 for fresh grapefruit PR programs, and $200,000 for fresh orange retail programs. Agency fees must be structured on a fixed-amount basis, and the majority of fresh citrus marketing programs will be implemented between November and April, with the most intensive period occurring from December to March. The FDOC reserves the right to modify budget amounts based on market circumstances and will require French translations of all materials to comply with Canadian market requirements.