Scope: This food promotion project encompasses monthly maintenance and annual hosting and domain services for theSaborUSA [https://www.saborusa.com/] website, as well as the creation and dissemination of one hundred and twenty (120) social media publications to promote U.S. food products to Colombian consumers under the SaborUSA marketing initiative. The project also includes U.S. ingredient workshop organized to target food industry representatives in Colombia who make purchasing decisions in the beverage, meat and poultry, bakery, dairy, and confectionary sectors.
PURPOSE
The United States Department of Agriculture (USDA), Foreign Agriculture Service in Bogota (FAS Bogota) works in partnership with the U.S. food and agricultural industry, state departments of agriculture, and other stakeholders to help exporters develop and maintain global markets for the full spectrum of U.S. farm and food products, from bulk commodities, intermediate products, consumer-oriented goods, and other specialty foods.
By boosting agricultural export revenue and volume, FAS market development programs support
U.S. farm income and enhance the overall U.S. economy and will make America more prosperous.
MAJOR TASKS
The contractor shall render the services below to accomplish the main purpose and implement the activity:
Action 1: Secure annual domain and hosting services for the SaborUSA [https://www.saborusa.com/] website
Action 2: Conduct website structure and maintenance on the SaborUSA [https://www.saborusa.com/] website to support the FAS Bogota marketing initiative for eight (8) months. This maintenance shall include, but may not be limited to, the following actions:
* Technical maintenance to ensure utilize to frontend functionality
* Regular platform and plugin updates, including backend support to ensure the website and server remain operational and secure
* 24/7 web security and uptime monitoring
* Daily cloud backups, including rapid restoration
* Performance optimization
* Basic search engine optimization (SEO)
Action 3: Social Media—Develop and publish one-hundred twenty (120) digital posts for Facebook and Instagram platforms. All digital posts shall incorporate text, food related high quality pictures/images, layout, and production design. Fifteen (15) publications shall be advertised monthly for eight (8) months
Action 4: Advertise 120 digital posts for Facebook and Instagram platforms. 15 publications shall be advertised monthly for eight (8) months
Action 5: Provide monthly written reports in Spanish and English by the tenth (10) calendar day of the ensuing month until the contract expires, which must include the following deliverables:
* SaborUSA Website
* Data-driven insights and oversight on the website’s performanceTracking toolsMonthly dashboard and key performance indicators (KPI) summaryDemographic data
* Digital Posts for Facebook and Instagram
* Audience, traffic, and content analysisKeyword and search ranking optimizationAdvertising evidenceViews, followers, engagement, reach, impressionsDemographic data
* Findings and recommendations for improvement
Action 6: Conduct a hands-on workshop, with presentations by U.S. industry actors and food experts that target fifty (50) Colombian food representatives between September 1, 2025, and December 30, 2025, in the city of Bogota. The workshop will include the following deliverables and activities:
* Theoretical module, including ingredients and emerging trends and technologies
* Practical module, including demonstration of product functionality and recipe development
Action 7. Conduct the activities stated in Action 6 through the procurement of the following items:
* Venue space and rental
* Coffee break with coffee, tea and other beverages
* Coffee station
* Audio Visual (A/V) equipment that must include the following:
* Video beamSound equipmentMicrophonesClip-on microphone
* Promotional materials and decorations. Present a comprehensive presentation that includes proposed promotional materials and submit it for review and clearance from FAS Bogota to ensure compliance with U.S. branding guidelines and alignment with agency policies
* Translation services and equipment
Action 8. Conduct the following actions to ensure the completion of activities outlined in Action 6:
* Create and present a comprehensive digital presentation for the workshop that includes proposed promotional materials approved by FAS Bogota
* Create comprehensive digital coverage for the event, including real-time updates, multimedia content such as photos and videos, and five (5) social media posts
* Solicit and secure a subject matter expert to present at the event by delivering a presentation that includes a curated list of four (4) proposed food speakers, accompanied by their professional profiles, areas of expertise, and a clear explanation of their relevance to the workshop’s objectives for review and clearance from FAS Bogota
* Arrange registration services for participants including the creation of an online registration platform, management of participant data, confirmation of registrations, and provision of assistance with any inquiries or issues during the registration process to ensure seamless and efficient experience
* Deploy virtual and audience engagement platforms to facilitate interactive participation, including live polling, question and answer sessions, and incorporating tools to conduct perception and satisfaction surveys. These platforms should be designed to gather valuable feedback, enhance participant engagement, and provide actionable insights to improve future events
* Facilitate product sampling by coordinating the distribution of five (5) food product samples per participant, ensuring that each sample is representative of the featured U.S. food products
Action 9: Provide a final written report in both Spanish and English within ten (10) calendar days following the completion of the workshop outlined in Action 6. The report shall summarize the outcomes and include an evaluation of the activity, addressing the following action items:
* Description of the workshop’s impact, based on surveys, including major achievements and how the activity has improved recipient perception of U.S. food ingredients
* Summary of participants and audience reached, including the number of attendees and the nature of the audience (e.g., producers, consumers, retailers, restauranteurs)
* Evidence of digital coverage, including the estimated number of persons targeted and reached
* Findings and recommendations for future activities
Due Date: August 20th, 2025 at 4:00 PM (Bogota, Colombia – local time)
Contact: bogotagsocompras@state.gov
