MARKETING, PROMOTION AND MARKET RESEARCH OF NEW YORK STATE APPLES and HARD CIDER FOR THE APPLE MARKETING ORDER

Overview This Request for Proposals (“RFP”) is issued by the New York State Department of Agriculture and Markets (“the Department”), on behalf of the New York State Apple Marketing Order (“AMO”) Advisory Board (the “Board”), to invite qualified bidders to submit a proposal(s) to enhance the competitive position of New York’s Apple industry, increase consumer demand through advertising and promotional campaigns, and/or develop other creative approaches to increasing the sale and consumption of New York apples. The Board will consider funding efforts designed to promote, advertise and conduct market research on behalf of New York State’s apple industry. RFP Goals The purpose of this RFP is to retain one or more contractors to provide marketing and advertising campaign(s), retail promotional activities, and/or market research for New York State apples, apple growers, and hard cider producers. The successful contractor will be expected to:A. Define a target audience and produce a marketing campaign that increases awareness and demand for New York State-grown apples.B. Enhance retail and distribution partnerships to increase the presence and sales of New York apples in grocery retail locations.C. Conduct market research that will provide information on consumption trends to help inform and give a competitive advantage to NYS apple growers and shippers.D. Create specialized marketing Funding Available The total funding available for this request is $1,750,000. Applicants will submit proposals for one or more of the following initiatives:Consumer Marketing - $700,000Retail Promotion - $900,000Market Research - $50,000Hard Cider Promotion and Marketing - $100,000 Deadline for Submission of Written Questions: December 23, 2025 Last Update of answers or issuance of RFP Addenda posted in the Contract Reporter no later than: December 30, 2025 Business enterprises awarded an identical or substantially similar procurement contract within the past five years: None