The California Walnut Commission, headquartered in Folsom, California, has conducted marketing activities on behalf of the California Walnut Industry in India for close to 10 years. In order to increase awareness and utilisation of walnuts by commercial users as well as consumers, an assortment of promotional and educational programs must be designed, implemented and evaluated.
The Commission has utilised a trade representative/marketing services agency to represent its interests among Indian importers and retailers for the purpose of maintaining a close working relationship with all levels of the trade, including, but not limited to, the food processing industry (bakers, confectioners, etc.), importers, wholesalers, distributors, retailers, HRI, culinary institutions, and other organisations involved in the channels of commerce, vis-à-vis, walnuts from California.
A public relations and advertising agency has also been utilised with the purpose of employing a multi-channel approach to raise consumer awareness of the uses and benefits of walnuts from California. This includes outreach to the healthcare professional community as well as direct to consumers. Agencies are invited to submit proposals on one or both of these RFPs with the understanding that if they are selected, they will work collaboratively with another agency if separate agencies are selected for the trade and consumer related needs. Interested parties may bid on the public relations/advertising component, the trade Representation component or both. If interested in both components, separate proposals for each must be submitted. Companies and/or individuals submitting proposals must have prior experience working with foreign agriculture commodity groups to be considered.
Under the U.S. Department of Agriculture Market Access Program (MAP) regulations, the Commission is required to re-bid the account and is soliciting proposals from interested firms. The Request for Proposal (RFP) guidelines, selection criteria and background information can be obtained from:
Pamela Graviet, Senior Director Global Programs
California Walnut Commission
101 Parkshore Drive, Suite # 250 Folsom, California 95630 USA
Telephone: (916) 932-7070; Fax: (916) 932-7071
All inquiries and requests must be made in writing, in English. Interested firms may bid on one or both proposals. All final proposals must be received in Folsom on or before Friday, September 29, 2023.
“The CWC prohibits discrimination in all its programs and activities on the basis of race, color, national origin, age, disability, sex, marital status, familial status, parental status, religion, sexual orientation, genetic information, political beliefs, reprisal, or because all or part of an individual’s income is derived from any public assistance programs. To file a complaint of discrimination, write to USDA, Director, Office of Civil Rights, 1400 Independence Avenue, S.W., Washington, D.C. 20250-9410, or call (800) 795-3272 (voice) or (202) 720-6382 (TDD). CWC is an equal opportunity employer and provider.”