MARKETING, PROMOTING AND MARKET RESEARCH OF NEW YORK STATE APPLES FOR THE APPLE MARKETING ORDER

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.

The Board and Department seek a qualified entity/entities to produce and provide a consumer facing advertising campaign, conduct promotional work in conjunction with retailers and apple shippers, create innovative marketing strategies, and conduct market research:
? Crafting compelling and effective advertising materials (e.g., digital, print, television, radio) to drive consumer awareness and increase the demand for New York apples. These campaigns should highlight the quality, freshness, and local value of New York-grown apples.
? Collaborating with retailers, distributors, and apple shippers to execute promotional strategies that increase apple sales. This could involve in-store promotions, special events, or joint marketing efforts that enhance the visibility of New York apples in the marketplace.
? Research and analyzing market data to better understand consumer preferences, trends, and purchasing behaviors related to apples, apple varieties, and processed apple products. This research will be provided to growers to help guide their orchard portfolio and to sales agents for the development of more targeted, effective marketing strategies and promotional campaigns.

Proposals must be received by the Department’s Marketing Order Administrator by 3:00 PM EST on May 6, 2025, by mail or email.
Mail your proposal, in one sealed envelope or package addressed to:

NYS Department of Agriculture and Markets
Marketing Order Administrator 10B Airline Drive
Albany, NY 12235

Or e-mail your proposal to:
MarketingOrders@agriculture.ny.gov