Request for Proposal (RFP) for Marketing Services Agency & Trade Representative South Korea
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The California Walnut Commission (CWC) was established in 1987 to develop export markets for California walnut farmers and handlers (processors). The CWC is funded by grower assessments. Marketing activities are also funded the United Stated Department of Agriculture's (USDA) Market Access Program (MAP) under the administration of the department's Foreign Agricultural Service. Programs and marketing activities under this program are subject to the regulations and review of the USDA.
The California Walnut Commission has been conducting marketing activities in South Korea since 1995 under the MAP and its predecessors. The objective of these activities is to increase the consumption of California walnuts in Korea. Primary usage is as an ingredient in baked goods, ice cream and other processed foods. In-home consumer usage is low; however, there is long term potential for this market. California walnut kernels (shelled walnuts) are allowed to be imported to Korea at the present time tariff-free. Inshell California walnuts are allowed to be imported into the market and are subject to a 27% tariff.
The CWC has utilized a marketing services agency to coordinate and carryout activities on our behalf and to serve as a trade representative, acting as our liaison with Korean importers, distributors, retailers and all other trade/key customers. The marketing services function encompasses consumer/trade advertising, direct mail, point of purchase materials, media buying and possibly trade only public relations.
This RFP is limited to South Korea and is subject to the Market Access Program (MAP) regulations. The RFP is initially for the marketing year beginning January 1, 2018 and ending December 31, 2018. The initial contract can be extended for two marketing years beyond the first year based upon mutual agreement between all parties. After a total of three years the project must be re-bid.
