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Scheme for the Promotion of Agricultural Products 2012

Promotion of Agricultural Products in accordance with the Council Regulation (EC) No. 3/2008 and Commission Regulation (EC) No. 501/2008.

The Department of Agriculture, Food and the Marine invites Trade / Inter-Trade organisations representative of the following sector to submit proposals for promotion/information measures to commence in 2012 as follows:

Internal Market:

• Milk and Milk Products
• Live plants and products of ornamental horticulture
• Organic farming in accordance with Council Regulation (EEC) No. 2092/91 and products registered according to that Regulation

Third countries:

• Milk products
• Spirit drinks with a geographical or reserved traditional indication

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, Food and the Marine.

Full specification details are available from Food Industry Development Division, Department of Agriculture, Food and the Marine, Agriculture House, Kildare Street, Dublin 2, Telephone no. (01) 6072303 or from the Department website at www.agriculture.gov.ie

All applications must be received by Food Industry Development Division, Department of Agriculture, Food and the Marine, by close of business on

30 November 2011.

_____________________________________________________________________

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 and in third countries.

The Department of Agriculture, Food and the Marine has issued a call for proposals for promotion/information measures as follows:

Internal market:

• Milk and Milk Products
• Live plants and products of ornamental horticulture
• Organic farming in accordance with Council Regulation (EEC) No. 2092/91 and products registered according to that Regulation.

Third Countries:

• Milk products
• Spirit drinks with a geographical or reserved traditional indication

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 these calls for proposals are laid down in Annex I of the implementing regulation Commission Regulation (EC) No. 501/2008.

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 must 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 the programme, the proposing organisation may select one or more bodies by a competitive procedure validated by the Department of Agriculture, Food and the Marine. 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 the remaining 50% of the total cost of the programme. A small percentage of funds may be made available by the Department, however this is subject to confirmation due to budgetary restrictions.

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.

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 15 February 2012 for final evaluation and approval. The EU shall decide which programmes to finance no later than 30 June 2012.

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, Food and the Marine 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, Food and the Marine will consult with you about this sensitive information before making a decision on any Freedom of Information request received.

Date for submissions

All applications must be received by Food Industry Development Division, Department of Agriculture, Food and the Marine, by close of business on 30 November 2011. Proposals should be submitted to Food Industry Development Division, Department of Agriculture, Food and the Marine, Kildare Street, Dublin 2, or by email to fooddivision@agriculture.gov.ie on the prescribed form below.

Application Form(doc 160Kb) 

MS Identification and Evaluation Memorandum for the Internal Market(doc 100Kb) 

MS Identification and Evaluation Memorandum for Third Countries(doc 97Kb) 

Handbook for Programmes on Promotion of Agricultural Products(doc 495Kb) 

Positions and Interpretations in connection with Implementation of Programme(doc 74Kb) 

Sample Contract(doc 204Kb)

Food Industry Development Division
October 2011

Important: The foregoing is non-exhaustive and should be read in conjunction with the regulations below which are available on the official website of the European Union. Further information is also available on the European Union's website, Europa - Gateway to the European Union, which provides information on all aspects of the EU's information and promotion programmes for the promotion of EU farm products.

Council Regulation (EC) No. 3/2008, OJL 3, 05.01.2008,

Commission Regulation (EC) No. 501/2008, OJL 147, 06.06.2008.