Primafruit LTD

The Florida Department of Agriculture and Consumer Services is pursuing a single-source procurement opportunity with Primafruit Ltd for a "Fresh from Florida" Grocery Retailer Marketing Program focused on promoting Florida grapefruit in Waitrose Supermarket stores. This procurement is specifically for brand promotion and sales activities that include sourcing Florida grapefruit and generating retail sales through multi-channel marketing efforts, including in-store promotions, magazine advertisements, television advertising, and social media campaigns utilizing the "Fresh From Florida" logo. The contract is set to run from execution date through June 30, 2026, with a posting date of June 16, 2025, and a final date for receiving alternative vendor information of July 8, 2025. Key deliverables include comprehensive marketing activities designed to increase visibility and sales of Florida grapefruit within Waitrose Supermarkets. The primary objective is to enhance market penetration and consumer awareness of Florida agricultural products through strategic promotional activities. Prospective vendors who believe they can provide similar commodities or services are invited to submit relevant information to the department by the July 8, 2025 deadline.

The procurement is specifically designated as a single-source contract, with Primafruit Ltd identified as the sole qualified vendor due to its exclusive distribution rights and promotional approvals with Waitrose Supermarkets. The vendor must be a non-paid member of the "Fresh From Florida" Industry Membership program, which represents a specific qualification criterion. No explicit set-aside designations for disadvantaged enterprises are mentioned in the documentation. The contract has an estimated value of $35,000.00, with a maximum potential value of up to $50,000.00. Integration requirements appear minimal, as Primafruit Ltd is positioned as the exclusive distributor and promoter for this specific marketing initiative. The single-source justification is predicated on Primafruit's unique position as the only distributor of Florida grapefruit to Waitrose Supermarkets and the only known source approved by Waitrose to conduct promotional activities for Florida grapefruit across various advertising channels.