Invitation to Tender Seafood in foodservice: the role of provenance and sustainability March 2014 Karen Galloway Head of Marketing Seafish 18 Logie Mill Logie Green Road Edinburgh EH7 4HS karen.galloway@seafish.co.uk
INVITATION TO TENDER FOR MARKET RESEARCH You are hereby invited to apply to provide research into the role of provenance and sustainability for seafood in the foodservice sector to Seafish (the Sea Fish Industry Authority). 1 Background Seafish is a UK NDPB established by the Fisheries Act 1981. The organisation is sponsored by Defra, the Scottish Government Marine Directorate, the Welsh Assembly Government and Department of Agricultural and Rural Development, Northern Ireland. Seafish is funded by levy paid on all seafood landed or imported into the UK (excluding salmon and canned product). Our work cuts across all segments of the seafood value chain from catching and farming; through primary and secondary processing, importing and distributing through to retail and foodservice operators. More information is available on our web site www.seafish.org The UK seafood industry is a complex and dynamic industry with an unusually high proportion of sales (c50%) made through the out of home or foodservice sector (including fish and chips). This is significantly higher than any other protein and partially due to the role of fish and chips and partially due to the inherent fear, in some people, of preparing and cooking seafood at home. Seafish have previously carried out research into the foodservice market and this will be provided to the successful tenderer. 2 Requirements Companies are asked to submit 500 words and no more than 5 powerpoint slides outlining their approach, proposed methodology and relevant experience. The objective of the research is to gain a better understanding of the requirements throughout the foodservice supply chain for sustainability, provenance and ethical certification. We are seeking to better understand the barriers to increasing the presence of seafood on menus and in the foodservice sector generally.
3 Proposed Composition To fully understand trade and consumer perceptions of the role of seafood in foodservice the proposed composition of the research is: A. Trade positioning Seek to gain the views of seafood buyers and development chefs (or those who control the menu) in foodservice suppliers (e.g. Brake Brothers) and operators (e.g. Hilton Hotels) What is the role for sustainability and provenance messaging on menu? Is this seen as a USP? What is the importance of sustainability and provenance in menu planning. What support is required for seafood preparation and messaging What are the limiting factors for seafood? What is the impact of the new allergen regulations (Dec14) likely to be? B. Consumer understanding: Seek to understand better consumer decision making in the foodservice environment How important is seafood when eating out of home. Why is it chosen? How important are sustainability and provenance messaging on menu? Do consumers seek it out? Do they understand what it means? What is the hierarchy of decision making. How does this differ for members of the family (esp children) C. Colleges and training environments What is the requirement of the training sector on seafood sustainability?
4 Research Methodology Agencies are asked to consider all methodologies and should identify the rationale, merits and limitations of their chosen methodology. It is anticipated that this research will take advantage of a range of new research methodologies including blogging networks, friendship groups etc. 5 Research Outputs Outputs should be in the form of a final report in PowerPoint and an executive summary (either Word or PowerPoint). All data tables and background data files should also be made available to Seafish after delivery of the final report. The contractor should be available to present the findings in conjunction with Seafish at an industry event in Autumn 2014, the date of which is to be agreed. 6 Awarding Criteria Tenders will be assessed for their value-for-money and according to the following criteria: 1. Understanding of the research specification (20%) 2. Interpretation of the specification and creativity in the presented solution (30%) 3. Relevant experience in fresh food consumer research, an understanding of the category management process (30%) 4. Staff management arrangements, particularly arrangements for interviewer briefings (20%) Those that tender should be aware that if a tender is judged unsatisfactory on any of the criteria listed above, it may be ruled out of further consideration.
7 Responsibilities of the Contractor The contractor will be responsible for the design, fieldwork, data analysis and preparation of the final report to an agreed standard in a timely manner. Your tender should state which (if any) professional codes of practice you will follow. 8 Contract Management The contract will be managed by Karen Galloway who will be responsible for final versions of questionnaires and outputs. 9. Submission of Tender Documents Please see Appendix 1 for the tender submission guidelines. Tender documents should be submitted by post or email to Karen Galloway k_galloway@seafish.co.uk by 12 noon on 4 April 2014 When a tender is submitted by electronic media (email), the following shall apply: (i) (ii) An email acknowledging receipt of the tender will be sent to the sender. No responsibility will be held by Seafish for any missing or corrupt data being received. If the document is illegible Seafish may request that the document is sent in hard copy format. Submission by post in hard copy format is available to tenderers please contact Karen Galloway for details. Please note email submission is the preferred delivery method.
10. Timetable Actions Date(s) 1. Distribution of application to tender 14 March 2014 2. Last date for receipt of tender document submission 4 April 2014 3. Shortlisting of tenders and invitation to present 11 April 2014 4. Tender pitches to take place in Edinburgh w/c 21 April 2014 5. Letter to successful applicant of intent to award contract 25 April 2014 6. Notification to unsuccessful applicants 25 April 2014 7. Project commencement date 28 April 2014 8. First project briefing 28 April 2014 9. Research to take place May/Jun/July 2014 10. Working debrief on project findings Mid July 2014 11. Final report End July 2014 12. Presentation at Humber Summit September 2014
11 Costs A total budget of no more than 40,000 inclusive of VAT is available for this project. In the first instance we would ask the tenderer(s) to give an indication of budgetary spend necessary to meet the Composition requirements. 12. Recovery of costs An applicant is not entitled to claim from Seafish any costs or expenses incurred in preparing the tender document whether or not it is successful.
APPENDIX 1 Guidance for Tender Submission The following information should be included in a response: Name of the tenderer(s), status in the company, and name of person for further contact (if different); A brief statement (in no more than 500 words) detailing an understanding and interpretation of the purpose, specific objectives and scope of the project; Details of the proposed methodologies and outline costs in no more than five powerpoint slides; Details of previous research experience relevant to the current application; Tenderers must have experience in foodservice sector research, demonstrate an understanding of the seafood category and understand the supply chain in food. Contact details for referees in relation to this work; A clear statement of the tender price and costs under the following subheadings for each stage of the project: Research / management staff costs Equipment and materials Reimbursement of participants Travelling expenses Overheads Any other costs VAT where applicable Total Please note that Seafish are not registered for VAT.