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Promotion of Agricultural Products on the Internal Market

Scheme for the Promotion of Agricultural Products

The Department of Agriculture, Fisheries and Food invites Trade / Inter-Trade organisations representative of the following sector to submit proposals for promotion/information measures on the internal market relating to:

• Fresh Fruit and Vegetables

Programmes must be submitted in the form prescribed and in accordance with the above-mentioned Regulations and the specification detailing exclusion, selection and award criteria issued by the Department of Agriculture, Fisheries and Food.

Full specification details are available from the Food Division, the Department of Agriculture, Fisheries and Food, Agriculture House, Kildare Street, Dublin 2, Telephone no. (01) 6072171 or from the Department website at www.agriculture.gov.ie

The closing date for receipt of programmes to the Food Division of the Department of Agriculture, Fisheries and Food is 30th November 2009.

_____________________________________________________________________

Specification for proposals

Background

In accordance with the provisions of Council Regulation (EC) No. 3/2008, Commission Regulation (EC) No. 501/2008, the European Commission, Member States and Trade Organisations may co-finance information and promotion measures for agricultural products on the internal market.

The Department of Agriculture, Fisheries and Food has issued a call for proposals for promotion/information measures relating to fresh fruit and vegetables.

Presentation of Programmes

Programmes must be submitted to the Department in the application form annexed to this specification. Programme means a coherent set of operations of a scope that is sufficient to contribute towards improving information about, and sales of products concerned and shall include at least

• a detailed description of the promotion/information measures planned

• the anticipated results of the programme

• a clear detailed estimate of the project cost of each measure included in the programme

• the time limits for implementation and the timetable for the various measures

Programmes consisting of a single measure are unlikely to be accepted by the Commission. Programmes should be of sufficient duration and budget to ensure that an impact on awareness or attitudes towards the product in question can be achieved.

The specific guidelines for the products subject of this call for proposal are laid down in Annex I of the implementing regulation Commission Regulation (EC) No. 501/2008, under Fresh Fruit and Vegetables. These guidelines set out the goals, the target groups, the main messages and the main channels of communication for the fresh fruit and vegetable sectors.

Programme Content

• Shall provide information on the intrinsic characteristics - quality, nutritional and health value, food safety - of the product concerned without reference to its specific origin. Health claims should be verified by the Food Safety Authority of Ireland. 
• Shall make no reference to brand names, trademarks or private companies. 
• Must not duplicate similar measures already being implemented, but may, where applicable, supplement them.  
• Messages must be positive and take account of the specific nature of consumption on the different markets.

Selection of Implementing Body

For the purposes of implementing programme, the proposing organisation may select one or more bodies by a competitive procedure validated by the Department of Agriculture, Fisheries and Food. Subject to the conditions laid down in Article 13 (1) of Commission Regulation (EC) No. 501/2008, a proposing organisation may implement certain parts of the programme. The proposal should include full particulars of the tender process and the criteria used by the proposing organisation to select the implementing body. The Implementing Body selected must have the necessary financial and technical resources to ensure that the measures are implemented in the most effective manner.

Funding

Subject to approval, the Commission will finance the programme to a maximum of 50% of the total cost of the programme. The proposing organisation must fund at least 20% and may fund up to 50% of the total cost of the programme.

Duration

The programme shall be implemented over a period of at least one year but not more than three years from the date on which the relevant contract takes effect. Priority is given to multi-annual programmes that set objectives for each phase.

General Guidelines

1.  When programmes are proposed by more than one Member State they should have  
     coordinated strategies, actions and messages.
2.  Programmes should preferably be multi-annual and with a sufficient scope to have a
     significant impact on the targeted markets.  Where appropriate, they may be   
     implemented on the markets of more than one Member State.
3.  The messages of the programmes should provide objective information about the   
     intrinsic characteristics and/or nutritional value of the products as part of a balanced
     diet, about their production methods or how environmentally friendly they are.
4.  Programmes should have key messages which are of interest to the consumers,
     professionals and/or the trade of several Member States.

1.     Overview of the situation

While the Community production of fruit and vegetables is increasing, consumption is on the whole static. There is a noticeable lack of interest among consumers, which is even stronger amongst the young, notably children and adolescents in educational establishments. This is not conducive to a balanced diet.

2.     Goals

The aims are to improve the image of the products as being 'fresh' and 'natural', encourage their regular consumption and bring down the average age of consumers. The latter may be attained by encouraging young people, and in particular children and adolescents in educational establishments, to consume the products concerned.

3.     Target groups

• Households
• Children in educational establishments
• Mass caterers
• Doctors and nutritionists

4.     Main messages

• To promote a `five-a-day-type approach (recommendation to eat at least five servings of fruit or vegetable per day). This approach should be favoured in the case of promotion of fresh fruit and vegetables specifically targeting children and adolescents in educational establishments
• The products are natural and fresh
• Quality (safety, nutritional value and taste, production methods, 
  environmental protection, link with the product's origin) 
• Enjoyment 
• Balanced diet 
• Variety and seasonal nature of the supply of fresh products; information on  their tastes and uses 
• Traceability 
• Accessibility and ease of preparation: many fresh fruit and vegetables  require no cooking

5.     Main channels

• Electronic channels (Internet sites presenting available products, with online 
  games for  young people)
• Telephone information lines
• PR contacts with the media and advertising (e.g. specialised journals, women's press, youth magazines and papers)
• Contact with doctors and nutritionists
• Educational measures targeting children and adolescents in educatinoal establishments by involving teachers and school canteen managers
• Point-of-sale information actions to consumers
• Other channnels (leaflets and brochures with information on the products and recipes, children's games, etc.)
• Visual media (cinema, specialised TV channels)
• Radio spots
• Participation in trade fairs

6. Duration of the programmes

Twelve to 36 months, giving priority to multi-annual programmes that set objectives for each phase.

Selection Criteria

Programmes are subject to an initial evaluation/selection process carried out by the Department. Programmes will be adjudicated by reference to:

• Compliance with the Regulations 
• Value For Money 
• Consistency between the strategies proposed and the objectives set 
• Quality of the proposed measures 
• Likely impact and success in increasing demand for the products concerned 
• Assurances that the proposing organisations are effective and representative

Selected programmes will be submitted to the EU by the 15th February 2010 for final evaluation and approval. The EU shall decide which programmes to finance no later than 30 June 2010.

Tax Clearance

Programmes will only be considered from organisations that are in a position to provide a copy of a current tax clearance certificate.

VAT

All programmes costs must be included net of VAT.

Contracts and the Provision of Securities

Successful applicants will be required to conclude a contract with the Department within 90 days of receiving approval from the Commission. A model contract is attached. Contracts may not be concluded by the two parties until a security equal to 15% of the maximum annual financial contribution is lodged in favour of the Member State. However if the contracting organisation is a body governed by public law or acts under the supervision of such a body, the competent national authority may accept a written guarantee from the supervisory body covering the percentage specified. Successful applicants will also be requested to complete a contract with the Agency selected to implement the programme.

Within 30 days of the contract being signed, the contracting organisation may apply for an advance provided that the organisation lodges a security equal to 110% of the advance payment in favour of the Member State. Where the contracting organisation is a Public Body, a written guarantee may be accepted.

Other Conditions

• Trade Organisations shall avail of every opportunity to obtain, rebates, reductions and undertake to credit all such income received to the programme account. In this regard, the trade organisation will seek to obtain the best possible rebates, reductions and commission in the tender document to prospective implementing agencies.
• A unique bank account must be opened and used exclusively for all financial transactions. 
• Payments will be made in accordance with Articles 17 to 20 of Commission Regulation (EC) No. 501/2008  
• Quarterly reports on the implementation of the contract must be submitted to the Department  
• An annual report must be submitted within four months of completion of annual  measures 
• An internal evaluation report on results obtained must also be submitted

Freedom of Information

The Department of Agriculture, Fisheries and Food undertakes to use its best endeavours to hold confidential any information provided in this call for proposals subject to their obligations under law, including the Freedom of Information Act, which came into force on 21 April 1998.

Please note that, in response to a request under the Freedom of Information Act, information not identified as sensitive (with supporting reasons) could be released. Therefore in responding to this call for proposals, you should identify the specific information that you do not wish to be disclosed, stating the reasons for its sensitivity. The Department of Agriculture, Fisheries and Food will consult with you about this sensitive information before making a decision on any Freedom of Information request received.

Date for submissions

The latest date for receipt of proposals is 30 November 2009.

Proposals should be submitted to the Food Division, Department of Agriculture, Fisheries and Food, Kildare Street, Dublin 2, or by email to: fooddivision@agriculture.gov.ie on the prescribed form below.