---
title: "Strategic PR partner services requirement for AHDB"
ocid: "ocds-h6vhtk-061057"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-061057"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-061057.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-061057.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD"
published: "2026-01-28"
---

# Strategic PR partner services requirement for AHDB

Buyer: AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD  
Current stage: Award  
OCID: ocds-h6vhtk-061057

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-061057)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-061057.json)

## Summary

The Agriculture and Horticulture Development Board (AHDB), located in Coventry, United Kingdom, has completed a procurement process for strategic public relations services. This contract, awarded on 28th January 2026, falls under the industry category of Public Relations Services (CPV: 79416000). The procurement was conducted as a limited competition, where qualified suppliers from the pre-existing RM6124 Communications Marketplace framework were shortlisted and invited to participate based on specific specialisms. Eight submissions were received, showcasing strong interest from suppliers. The procurement process has reached the award stage, with "Fight or Flight" as the successful supplier.

This tender presents a significant opportunity for businesses specialising in public relations, particularly those experienced in Brand Communications, B2B Communications, and PR Strategy among others. SMEs looking to expand their footprint within governmental and agricultural sectors would have found this tender particularly beneficial. As a limited competition, it ensured only suppliers with relevant expertise were considered, making it an ideal growth opportunity for firms with tailored PR capabilities focused on agriculture and food-related communication strategies. The successful supplier would have the chance to engage deeply with British food and farming communities, further solidifying their industry presence and expanding their client base.

## Notice

This was a mini competition against framework RM6124 Communications Marketplace. All suppliers shortlisted against the below specialisms were given opportunity to apply: Brand Communications, Business-to-business (B2B) Communications, Consumer PR, Corporate PR, Corporate Social Responsibility (CSR), Environmental, Social and Corporate Governance (ESG), Influencer Strategy, Partnering and Execution, Management of Key Opinion Leaders / Opinion-Formers, PR Content Development and Management, PR Crisis Planning and Communications, PR Event Organisation and Management, PR Media Management, PR Reputation Management, PR Strategy, Press Release Writing and Distribution, Sustainability Comms 8 submissions were received

### Lot Information

Lot 1

Objective Our aim to add balance to the food debate and ultimately to reassure, inform and engage consumers-especially those who feel conflicted about their choices-not by going on the defensive but by confidently delivering science-backed storytelling that builds term trust and protects purchase intent. Strategy Our strategy will be built on a smart, high-impact PR programme that both compliments and amplifies the Let's Eat Balanced campaign and carves out a bolder, more visible voice for British food and the British farming community.

### Procurement Information

This was published but only to the shortlisted suppliers exported from the DPS framework RM6124 Communications Marketplace, based against specialisms shown below: Brand Communications, Business-to-business (B2B) Communications, Consumer PR, Corporate PR, Corporate Social Responsibility (CSR), Environmental, Social and Corporate Governance (ESG), Influencer Strategy, Partnering and Execution, Management of Key Opinion Leaders / Opinion-Formers, PR Content Development and Management, PR Crisis Planning and Communications, PR Event Organisation and Management, PR Media Management, PR Reputation Management, PR Strategy, Press Release Writing and Distribution, Sustainability Comms

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/007364-2026 |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Limited |
| Procurement method details | Award procedure without prior publication of a call for competition |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 28 Jan 2026 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 28 Jan 2026 |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Cancelled |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD |
| Locality | COVENTRY |
| Post town | Coventry |
| Postcode | CV3 4PE |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG1 Herefordshire, Worcestershire and Warwickshire |
| ITL 3 | TLG13 Warwickshire CC |
| Local authority | Warwick |
| Electoral ward | Cubbington & Leek Wootton |
| Westminster constituency | Kenilworth and Southam |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | FIGHT OR FLIGHT |

## CPV Codes

### Divisions

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

### Codes

- 79416000 - Public relations services

## Release History

- 28 Jan 2026 at 08:56 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/007364-2026

## Notice URLs

- https://ahdb.org.uk/

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-061057. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-061057.json.