---
title: "Changeons l'Agneau (Intebev collaboration)"
ocid: "ocds-h6vhtk-068179"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-068179"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-068179.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-068179.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD"
published: "2026-04-14"
---

# Changeons l'Agneau (Intebev collaboration)

Buyer: AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD  
Current stage: Award  
OCID: ocds-h6vhtk-068179

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-068179)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-068179.json)

## Summary

The Agriculture and Horticulture Development Board, based in Coventry, United Kingdom, has completed the procurement process for the “Changeons l'Agneau (Intebev collaboration)” project, focusing on direct marketing services in the regions of Hauts de France, Grand Est, and Paris. This initiative, commenced on 15th April 2026, aims to transform the supermarket offering for lamb and utilise butcher training and local communication strategies to appeal to younger customers while promoting English lamb in France. The project represents a strategic initiative responding to the French lamb industry's reliance on imports post-Bluetongue outbreak. The contract, valued at £150,000 gross, is scheduled to end on 31st March 2027 and was awarded directly to Interbev with no competition due to being below the threshold.

This tender offers significant growth opportunities for businesses, especially those engaged in marketing, agriculture, and international trade, looking to tap into regional retail markets and influence consumer behaviour across France. SMEs with expertise in direct marketing services are well-suited to participate in similar future projects as they can leverage their agility and localised knowledge to facilitate promotional campaigns. Businesses focusing on agricultural imports and exports may also find prospects in such collaborations, particularly during periods when domestic production faces challenges. Engaging with the Agriculture and Horticulture Development Board can open new channels for trade and partnership, enriching the supply chain for lamb products across European supermarket landscapes.

## Notice

This collaboration aims at changing the supermarket offer for lamb in the Hauts de France ( northern region) and Grand Est and Paris Region through butchers trainings and yearly activations, through Interbev's local office. as well as a local communication agency. The aim is to reposition lamb to attract younger customers and use this collaboration as a platform to promote English lamb. This campaign also opens doors to retail regional buying shows where no foreign competitors are present. It is especially relevant now as Bluetongue has compromised French lamb production and they will rely heavily on imports.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/033512-2026 |
| Notice type | UK7 - Contract Details Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Direct |
| Procurement method details | Below threshold - without competition |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 14 Apr 2026 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 13 Apr 2026 |
| Contract period | 14 Apr 2026 - 31 Mar 2027 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | £125,000 |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Complete |
| 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 | INTERBEV |

## CPV Codes

### Divisions

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

### Codes

- 79342100 - Direct marketing services

## Release History

- 14 Apr 2026 at 07:26 - Award - UK7 - Contract Details Notice - https://www.find-tender.service.gov.uk/Notice/033512-2026

## Documents

- https://www.find-tender.service.gov.uk/Notice/033512-2026
  14th April 2026 - Contract details notice on Find a Tender

## Notice URLs

- http://www.ahdb.org.uk
- https://www.interbev.fr/
- https://www.legislation.gov.uk/ukpga/2023/54/contents

## 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-068179. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-068179.json.