AHDB · Awarded contract

Awarded

Award of Strategic PR Partner Services to Fight or Flight Limited by AHDB

Awarded 31 Mar 2026

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Awarded31 Mar 2026

Value£400,000.00

SupplierFight or Flight Limited

AgencyAHDB

RegionWest Midlands

CategoryConsultancy & Legal

Expires in 3y 5mo4y term, 15% elapsed

Awarded 31 Mar 2026Expires 31 Mar 2030

About

AHDB awarded a contract to Fight or Flight Limited for the provision of strategic PR partner services.

The contract, valued at £400,000, was procured through a mini competition among shortlisted suppliers under framework RM6124.

The supplier will deliver PR services aimed at adding balance to the food debate, reassuring, informing, and engaging consumers through science-backed storytelling that builds trust and protects purchase intent.

The strategy supports the Let's Eat Balanced campaign and aims to create a bolder voice for British food and farming.

The contract runs from 1st April 2026 to 31st March 2027, with 1+1+1 extension options.

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