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Consumer Trust project

Agriculture and Horticulture Development Board

This public procurement record has 2 releases in its history.

Award

10 Aug 2026 at 15:56

Award Notice
Tender

10 Aug 2026 at 15:35

Tender Notice
Summary of the contracting process

The Agriculture and Horticulture Development Board commissioned market research services for its Consumer Trust project. The research examines attitudes towards trust in the UK food system, including British agriculture, farmers, food production and the wider supply chain. It is intended to build on annual tracking research undertaken since 2019, measure changes in consumer attitudes over time and identify the factors likely to maintain and strengthen trust. The work covers the UK, with the buyer based in Coventry. This is a service opportunity for research and insight providers with the ability to investigate consumer confidence, understand attitudes across the food system and produce a consistent evidence base for a public-sector agriculture organisation.

This was an awarded mini-competition under the RM6126 Research & Insight framework, using a selective restricted procedure for shortlisted suppliers. The competition was circulated on 19 June 2026, with responses due by 12pm on 3 July 2026; the winning provider was notified on 9 or 10 July 2026. Seven electronic bids were received, all from SMEs. Sparkminds was awarded the contract, which was signed on 10 August 2026 and is active. The contract value is £64,820 including the stated contract amount, with a 90-day contract period. Evaluation used price, supplier suitability and economic requirements set out in the specification. Variants were not allowed, submissions were electronic and a document access fee applied.

This procurement demonstrates established demand from the Agriculture and Horticulture Development Board for specialist consumer and market research focused on trust in food and agriculture. Suppliers well placed for comparable work would combine robust quantitative or mixed-method research with insight into consumer attitudes, farming, food production and supply-chain issues. They would need to turn repeated tracking data into a clear evidence base, identify changes in sentiment and explain the drivers behind consumer confidence. Experience delivering research for complex public-interest subjects, working to a buyer’s detailed specification and producing findings that support future communications or policy decisions would strengthen credibility. The competition attracted seven SME bids, showing that the requirement was accessible to smaller research and insight businesses as well as larger providers.

How relevant is this notice?

Notice Information

Notice Title

Consumer Trust project

Notice Description

Awarded mini competition against framework RM6126 shortlisted suppliers. The purpose of this research is to obtain a greater understanding of attitudes and drivers of trust in the food system in the UK. Trust in food and the way it is produced is a critical component of consumer confidence in the UK food system. Since 2019, AHDB has undertaken annual tracking research to monitor consumer attitudes towards British agriculture, farmers and the wider food supply chain, providing a consistent evidence base through a period marked by Brexit, the Covid-19 pandemic and the cost-of-living crisis. The latest 2025 findings indicate that consumer sentiment remains strong, with 71% of consumers reporting a positive impression of British agriculture and 77% agreeing that farming is a trustworthy profession. This project is intended to build on the established tracking in order to measure attitudes across the food system, assess changes over time, and identify the factors that will be most important in maintaining and strengthening trust in future.

Lot Information

Lot 1

Mini competition was held against RM6126 Research & Insight, shortlisted suppliers based against their specialisms.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06e068
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/075869-2026
Current Stage
Award
All Stages
Tender, Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Restricted procedure
Tender Suitability
Not specified
Awardee Scale
SME

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79310000 - Market research services

Notice Value(s)

Tender Value
£64,820 Under £100K
Lots Value
Not specified
Awards Value
Not specified
Contracts Value
£64,820 Under £100K

Notice Dates

Publication Date
10 Aug 20261 months ago
Submission Deadline
11 Aug 2026Expired
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
Not specified - Not specified
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Cancelled
Awards Status
Active
Contracts Status
Active

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Agriculture and Horticulture Development Board
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
COVENTRY
Postcode
CV3 4PE
Postcode Area
Coventry
Country
England
Major Region (ITL 1)
TLG West Midlands (England)
Basic Region (ITL 2)
TLG1 Herefordshire, Worcestershire and Warwickshire
Small Region (ITL 3)
TLG13 Warwickshire CC
Delivery Location
Not specified
Local Authority
Warwick
Electoral Ward
Cubbington & Leek Wootton
Westminster Constituency
Kenilworth and Southam

Supplier Information

Number of Suppliers
1
Supplier Name

Sparkminds

Further Information

Notice URLs

Open Contracting Data Standard (OCDS)

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