Published date: 28 May 2025

Withdrawn opportunity - This means that the contract has been withdrawn early. This could be due to a change of circumstances.


Closing: 20 February 2024, 12pm

Contract summary

Industry

  • Social research services - 79315000

Location of contract

Any region

Value of contract

£114,617

Procurement reference

CF-0478000D8d000003VQwdEAG

Published date

28 May 2025

Closing date

20 February 2024

Closing time

12pm

Contract start date

4 November 2024

Contract end date

31 March 2025

Contract type

Service contract

Procedure type

Call-off from a framework agreement

A mini-competition or direct purchase from a pre-established framework agreement.

Contract is suitable for SMEs?

Yes

Contract is suitable for VCSEs?

Yes

Description

The project builds on the previously commissioned, Increasing consumption of locally landed fish in the UK: Explorative research to inform the development of behavioural interventions, which explored barriers and drivers to the consumption of UK-produced seafood.
Barriers and drivers identified included low awareness of provenance, prioritisation of price and taste, convenience and lack of cooking skill, unfamiliar look and feel. The authors proposed two broad intervention areas in the final scoping report:
1. Provence labelling intervention: To create seafood labelling that identifies British provenance, which people can automatically recognise and use to navigate their purchasing choices. Potential foci included either direct or indirect generic 'Buy British' messaging to introduce a concrete appeal to support local communities or, ideally, on the exact location of provenance to also trigger associations with familiarity and freshness. Labelling could also potentially inform customers how a product was sourced, for example, from a fishery under the regime of a UK fisheries management plan (https://www.gov.uk/government/collections/fisheries-management-plans).

2. Preparation intervention: Provide cooking hacks to help overcome barriers around expertise and experience in fish preparation. For example, to develop and popularise the 'oven bags' for UK-produced filets specifically, or ready meal options, and/or introduce more UK-produced choices in food delivery boxes.

More information

Previous notice about this procurement

Testing the use of behavioural interventions in promoting the consumption

  • Awarded contract
  • Published 28 March 2025

Attachments

About the buyer

Contact name

Adrian Ajibade

Address

17 Smith Square
London
SW1P 3JR
UK

Email

adrian.ajibade@defra.gov.uk