California Walnut Commission Issues Market Research RFP

The California Walnut Commission has issued an RFP for a market research organization. The California Walnut Commission, headquartered in Folsom, California, represents the walnut industry and promotes usage of walnuts in the United States through advertising, publicity and educational programs to various target groups. The CWC will begin an industrial program in 2017 and is seeking insights regarding current perceptions and use of walnuts within the industrial sector.

Scope of the Project:

This project requires working knowledge of the US industrial sector and sensitivity to the business environment. The research will identify industrial attitudes toward nuts, and California walnuts specifically as well as seek to understand walnuts role through all phases of industrial development, including marketing brand managers and research and development. Further, the trade research will determine the key issues that are of concern to all decision makers within the product development process, including their perceptions of California walnuts, challenges and opportunities of working with the product, and potential marketing activities.

Background:

The California Walnut Commission, headquartered in Folsom, California, represents the walnut industry and promotes usage of walnuts in the United States through advertising, publicity and educational programs to various target groups. The CWC will begin an industrial program in 2017 and is seeking insights regarding current perceptions and use of walnuts within the industrial sector.

Scope of the Proposal:

All proposals must include the following:

Methodology

• Type of survey to be conducted (online, face to face, etc.)
• Sample Size (number of candidates to be interviewed)
• Survey Design including estimated minimum number of interviews by sector.
• Tabulation and analysis of data.
• Additional data that is pertinent to the project.

Selection Criteria:

• Experience in developing and implementing industrial trade research in the US. (25%)
• Knowledge of the food and beverage or consumer goods market. Knowledge of nut/dried fruit industrial trade preferred. (15%)
• Research recommendations and rationale of proposed survey methodology. (20%)
• Completeness and thoroughness of proposal. (15%)
• Research project samples. (10%)
• Itemized costs. (10%)
• Experience with U.S. Commodity (5%)

Proposal due by Friday, February 17 to:
Domestic Marketing Director
California Walnut Commission 101 Parkshore Dr., Ste. 250 Folsom, CA 95630
Phone: 916-932-7070

Major PR firms in California include Shift Communications & Porter Novelli.