Europe Public Relations, Retail, and Trade Marketing

The Florida Department of Citrus (FDOC) has issued Request for Proposal (RFP) #24-02 seeking a European-based company to provide comprehensive public relations, retail, and trade marketing services for Florida citrus products throughout Europe, excluding France. The procurement targets marketing programs for fresh grapefruit, fresh oranges, grapefruit juice, and orange juice, with a focus on strategic planning, development, execution, and measurement of marketing initiatives. Target markets include Belgium, Netherlands, Scandinavia, Germany, Sweden, Finland, Poland, Switzerland, and the United Kingdom, with a primary demographic of household primary shoppers aged 25-45. Key objectives include increasing consumer awareness of Florida as an origin, improving willingness to pay for Florida products, and boosting daily orange juice consumption. The proposal evaluation will be conducted on a 100-point scale, with points allocated across cost (20 points), relevant experience (15 points), strategic approach (15 points), performance measurement (15 points), staff/personnel plan (15 points), overall proposal quality (15 points), and financial control/risk assessment (5 points). Critical dates include a proposal submission deadline of February 28, 2025, at 10:30 AM EST, with proposal reviews scheduled for March 3-7, 2025, and an anticipated award date of July 1, 2025.

The RFP requires vendors to submit three hard copies and one USB flash drive with a digital proposal copy, with no specific set-aside designations or restrictions on organizational types mentioned. The initial contract term is two years with an option for one three-year renewal, contingent on mutual agreement. The anticipated budget range is $350,000-$700,000 USD annually, which includes all fees and third-party expenses, with the flexibility to modify based on budget or market circumstances. Vendors must propose agency fees on a fixed-amount basis rather than hourly rates and demonstrate capability to pay third-party vendors upfront with reimbursement from FDOC within 30 days. Additionally, all proposing entities must complete mandatory certification forms addressing labor practices, including the PUR 7801 Vendor Certification Form and the PUR 2024 Use of Coercion Forced Labor form, which require declarations about non-participation in boycotts, absence from scrutinized company lists, and compliance with Florida statutes regarding labor practices. The majority of fresh citrus marketing programs will be implemented between November and April, with the most intensive period from December to March, while juice programs may operate year-round.