---
title: "Consumer Trust project"
ocid: "ocds-h6vhtk-06e068"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-06e068"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-06e068.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-06e068.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD"
published: "2026-08-10"
---

# Consumer Trust project

Buyer: AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD  
Current stage: Award  
OCID: ocds-h6vhtk-06e068

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## Summary

The "Consumer Trust project" procurement process, initiated by the Agriculture and Horticulture Development Board (AHDB), focuses on market research services within the UK. Conducted as a mini-competition under framework RM6126, the procurement aimed to examine consumer attitudes and trust drivers in the UK food system. The tender, with a total value of £64,820, went through a selective, restricted procedure and was confirmed on 10th August 2026. The procurement stage is complete, with the contract awarded to Sparkminds, a small to medium-sized enterprise. This procurement falls under the services category and was compliant with the Government Procurement Agreement (GPA). The competitive bidding process saw active participation from multiple SMEs, highlighting a robust interest in this industry-specific research endeavour.

This procurement presents significant opportunities for firms specialising in market research services, particularly those focused on agriculture, consumer behaviour, and food systems. Companies experienced with strategic insight and analysis, or those that have engaged with framework-based processes such as RM6126, could find similar future opportunities rewarding. The focus on consumer trust and attitudes towards the UK food system suggests potential for long-term projects that monitor and evaluate consumer sentiment, providing valuable entry points for businesses that offer innovative research methodologies and insights into market trends. The AHDB's comprehensive approach to tracking public confidence in agriculture underscores the importance of understanding consumer perspectives, offering a promising avenue for growth-oriented businesses in the market research sector.

## Notice

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.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/075869-2026 |
| Notice type | Tender Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Selective |
| Procurement method details | Restricted procedure |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 10 Aug 2026 |
| Submission deadline | 11 Aug 2026 |
| Future notice date | Not specified |
| Award date | 9 Aug 2026 |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £64,820 |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | £64,820 |

## 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 | SPARKMINDS |

## CPV Codes

### Divisions

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

### Codes

- 79310000 - Market research services

## Release History

- 10 Aug 2026 at 14:56 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/075869-2026
- 10 Aug 2026 at 14:35 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/075840-2026

## 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-06e068. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-06e068.json.