BC Tree Fruit Domestic Marketing Plan
Solicitation number 186954
Publication date
Closing date and time 2024/01/19 19:00 EST
Description
B.C. tree fruit growers play a key role in the province’s food system, with the sector contributing in 2019, $201 million in GDP and 2,500 jobs. Despite this significant economic activity, over the past few years the industry has faced extreme challenges (e.g., the pandemic, loss of crops due to weather-related events). These factors together with a decrease in acreage and profitability have resulted in an unstable industry, with many growers experiencing financial difficulties, and with the instability being concentrated heavily amongst apple growers.
To help address some of these issues, in November 2021 the province released “The Path Forward: A Blueprint for B.C.’s Tree Fruit Industry” (the blueprint). The blueprint recommended several actions to help enhance the overall competitiveness of the industry. One of these recommendations was that the industry must address the need for coordinated and effective marketing to access additional domestic and export markets. To achieve this, it was recommended that the Ministry work together with industry to develop and implement a coordinated 5-to-10- year Market Development Strategy that includes market access, development and maintenance actions, as well as a 2-to-3-year Marketing and Sales plan for B.C. produced tree fruits, specifically apples.
The scope of this work is strictly domestic market development within Western Canada and will not include any export considerations. By May 24, 2024, the Contractor will develop and deliver to the Ministry a Domestic Marketing Plan, incorporating ministry-provided primary research on consumer purchasing and consumption habits for apples in the B.C. marketplace conducted in 2023.
The contractor is required to develop a Domestic Marketing Plan to be utilized by the B.C. apple growers within Western Canada, including a sales plan. The contractor will use the Domestic Market Research Study, provided by the Ministry, to inform the Plan. The Contractor may be required to conduct additional primary or secondary market research as well as industry interviews to inform the steps and actions outlined in the Domestic Marketing Plan.
To help address some of these issues, in November 2021 the province released “The Path Forward: A Blueprint for B.C.’s Tree Fruit Industry” (the blueprint). The blueprint recommended several actions to help enhance the overall competitiveness of the industry. One of these recommendations was that the industry must address the need for coordinated and effective marketing to access additional domestic and export markets. To achieve this, it was recommended that the Ministry work together with industry to develop and implement a coordinated 5-to-10- year Market Development Strategy that includes market access, development and maintenance actions, as well as a 2-to-3-year Marketing and Sales plan for B.C. produced tree fruits, specifically apples.
The scope of this work is strictly domestic market development within Western Canada and will not include any export considerations. By May 24, 2024, the Contractor will develop and deliver to the Ministry a Domestic Marketing Plan, incorporating ministry-provided primary research on consumer purchasing and consumption habits for apples in the B.C. marketplace conducted in 2023.
The contractor is required to develop a Domestic Marketing Plan to be utilized by the B.C. apple growers within Western Canada, including a sales plan. The contractor will use the Domestic Market Research Study, provided by the Ministry, to inform the Plan. The Contractor may be required to conduct additional primary or secondary market research as well as industry interviews to inform the steps and actions outlined in the Domestic Marketing Plan.
Contract duration
The estimated contract period will be 4 month(s).
Trade agreements
-
Please refer to tender description or tender documents
Contact information
Contracting organization
- Organization
-
Innovation and Adaptation Services Branch
- Contracting authority
- Alican Caner
- Email
- Alican.Caner@gov.bc.ca
Bidding details
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