Consumer Marketing

The Florida Department of Citrus (FDOC) is seeking to secure an agency to serve as a key partner in the planning, execution and evaluation of consumer marketing efforts primarily focused on brand management, consumer engagement, paid media, digital media, social media, retail activation, influencer engagement and measurement, eCommerce, and performance marketing. The FDOC is particularly interested in proposals from agencies that specialize in the representation of agriculture commodities, trade associations, and/or global brands/brand families. The initial contract term is two years with the option of one two-year renewal, and the anticipated annual budget ranges from $3,000,000 to $8,000,000, which includes fees, out-of-pocket expenses, and working media dollars. The RFP outlines a timeline with a proposal due date of January 24, 2024, agency presentations scheduled for February 26 - March 5, 2024, and an award date of July 1, 2024.

The FDOC currently has an incumbent agency, Edible, Inc., that serves as the Agency of Record for domestic marketing, and the FDOC is satisfied with their performance. The FDOC has an Economic and Market Research Department, a contract with Nielsen, and numerous industry relationships and partnerships that the selected agency will have access to. No set-aside designations or restrictions on the types of organizations that can respond are specified in the RFP. The budget range and pricing terms are provided, but funding requirements and sources are not detailed.