Naturland Association for Organic Agriculture


Open call for evaluation body: Evaluation of the promotion campaign Trust EOP

A trustworthy and safe choice – European Organic Products
Project number 874683

Published on 8th December 2021
Deadline for proposals: 27th January 2022
Applicants: Evaluation agencies for the evaluation of a promotion campaign for organic farming in Hanoi and Ho Chi Minh City.

Naturland - Association for Organic Agriculture (NATURLAND e.V.)

2/ Subject of the contract:
The announcer is launching a call for proposals for the evaluation of a promotion campaign aiming at raising the awareness and trust among local consumers of the high quality of EU products in Vietnam.

3/ Outline of the project:

The project “Trust EOP” is a three-year funded EU project under the program AGRI-SIMPLE-TC under grant agreement number 874683 with Naturland as coordinator and beneficiary.
The general aim of the promotion measure is to increase awareness of the merits of EU organic products and its high standards in production methods by highlighting the specific features particularly in terms of food safety, traceability, health aspects, respect for the environment and sustainability, and the characteristics of agricultural and food products, particularly in terms of their quality, and diversity with a basket of products’ approach. Increasing awareness will help to increase the consumption of organic products as health and environmental concerns are growing in Vietnam which lead Vietnamese consumers to seek safer and premium food options. The general objective of the program is therefore in line with Articles 2 and 3 of Regulation No 1144/2014 and Topic 3 of the 2019 work program for simple programs in third countries.

The program will have a total budget of 1.384.802,40 € for a total duration of 3 years.

Partners involved:

  • Naturland - Coordinator of the project:

Naturland is an international organic farmers’ association based in Germany that supports the development of organic farming on a regional, national and global scale, together with its partner organizations and farmers. Founded in 1982 in Bavaria, it developed in the region before extending its membership in Germany, Europe and even globally. With over 100,000 farmers in about 60 countries, it is one of the leading international organic farmers’ associations.

4/The objectives of the campaigns are:

  • increase awareness of the European organic label by 5 points at the end of the program and increase trust in the European organic label by 8 points, relying on baselines assessed in 2017.
  • “Increase market share of European organic products in value from almost 0% at the beginning of the program to at least 5% (of Vietnamese organic sales) in Vietnam at the end of the program by reaching a minimum total value of 12 million € from the defined product basket in year 3 of the program. More precisely, market share of German organic products should increase from 0 to 2%, with respectively 0,5%, 1% and 2% market shares at the end of 2022, 2023 and 2024. German organic exports should reach 4,8 million€ in year 3.
  • The program being delayed due to the Covid 19 pandemic, a new assessment /consumer survey needs to be conducted as a new baseline to the program


The main challenges are to show to consumers and key opinion leaders about production methods of European organic farming, to make sure they are well informed about EU quality standards along the supply chain and advantages of organic products (health benefits, convenience, sustainability…) and to increase the awareness that organic products produced in Europe are a result of strict European rules and procedures, which guarantees quality and safety.
Strategic choices:

Based on the previous market analysis and the defined objectives, 3 strategic positions have been decided as cornerstones of the program:

  • Focus on Ho Chi Minh City and Hanoi
  • Position Europe, via Naturland, as pioneer in knowledge and organic products in a country where the concept is not well understood, with a consistent communication mix addressing both B2B and B2C targets.
  • Focus on building trust in EU organic products as consumers are insecure and sensitized due to food scandals. They pay close attention to product labels and their origin.

Target groups:

  • Primary target groups: B2B
  • Secondary target groups: B2C

Communication mix:

It will be based on the following aspects:

  • Continuous PR activities: Press office, advertorials, Press workshop, social media activation website creation and maintenance
  • Social Media
  • PR activities and social media activation
  • Online advertising
  • Promotional videos
  • Event for professionals, KOL and/or customers
  • Restaurant promotion
  • Activities in Malls and schools
  • In store promotion

More details on the content of the campaign that would serve the purpose of the application can be provided during the selection process on demand from the candidates in written. The questions and answers will be published with the call on the Naturland website ( and tender platform

5/ Objective of the call:

In application of the EU regulations, the promotion program must be evaluated by an external evaluation body, in order to guarantee the respect of planned deliverables, costs and objectives. The agency will determine a methodology to evaluate the correct implementation and effectiveness of the activities. The agency will evaluate the effectiveness of the campaign, especially on the targeted groups determined by the objectives and strategy. The selected evaluation body will have to take into account for each planned action the output, result and impact indicator. They will gather data using appropriate means and use the data collected during the campaign to reach an appropriate level of information. Additionally, a consumer survey has to be done at the beginning of year 1 and again at the end of year 3 to establish if the objectives have been met.

This call for proposals covers two consumer surveys (one at the beginning of the program and one at the end program, in order to compare the situation at the start and at the end), as well as the evaluation of single measures within the frame of the program.

The evaluation body will have to be mindful of:

  • Output indicators: deliverables of the campaign (number of videos, number of press releases, number of social media articles…)
  • Result indicators: measuring the reach of each action (viewership of videos, readership of press releases and of social media articles…)
  • Impact indicators: measure of how the campaign has increased awareness / image of the product and created a tangible economic return thanks to its various promotion actions, compared to the situation before the campaign and a baseline scenario without the campaign being implemented

The evaluation agency is free to propose the methodology which are considered the best to reach the specified objectives within the determined budgets.

The promotion program should end in October 2024, a date after which all costs will be final, and the final ex post evaluation can take place.

6/ Budget and actions expected:
The evaluation agency will be in charge of the following activities:

  • The agency will evaluate the effectiveness of the campaign considering the objectives with the pre-defined set of quantified indicators.
  • The agency needs to provide a consumer survey at the beginning of the program as a baseline, and one survey in year 3 to confirm that the objectives have been reached.
  • They will gather data using appropriate means (e.G. questionnaires) and use the data collected during the campaign to reach an appropriate level of information. By cross-checking the data collected in the field and the evaluation agency data, the actions of the campaign can be fine-tuned and improved during the 3 years of campaign
  • The evaluation agency will prepare a report including data on every activity implemented during the year which will be turned in to the proposing organization for analysis

Proposals for the evaluation of the campaign will be evaluated for providing best value for money. Applicants are invited to send their competitive proposal – however respecting the maximum budget ceiling of 45 000€ including VAT and fees over a total of 3 years.
The repartition of the total evaluation budget per year is defined as the following:
– Year 1: 40%
– Year 2: 20%
– Year 3: 40%

7/ Rules of the competition:

  1. This call for proposals concerns the promotion program for agricultural products co-financed by the European Union
  2. Agencies wishing to apply must have English or German-speaking, and Vietnamese-speaking contact people, as all exchanges with Naturland will be in English or German and an operating basis in Vietnam.
  3. The evaluation agency will have to bring guarantees on the absence of conflict of interests to take part in this call.
  4. Once the evaluation agency’s work has been paid, the creations of the selected agency will become property of the announcers with no limit of time or location, for use through all communication techniques and media.
  5. The announcers will reserve the right to use concepts and creations in all their campaigns and the campaigns of their collective structures with no limit in time.
  6. Expenses can only be put forward after a detailed quote and a framework contract have been signed between the announcers and the selected agency.

8/ Documents to be provided by the applicants:

The detailed proposition should be sent imperatively in English or German to Ms. Trang Le Ngoc Mai > and should include:

1. A dated and signed motivation letter accepting the conditions of the competition, as described in the call for proposals including:

  • A presentation of the evaluation methodology;
  • A presentation for methodology on the consumer surveys
  • A reverse planning for the evaluation of the campaign;
  • A detailed quote presented in Euro’s, all taxes included, as well as the potential tax and exchange rate for a European payment to Vietnam respecting the broad budgetary framework.

2. The list of principal references of the past 2 years for similar actions (evaluation of agricultural sector, collective or institutional communication campaign) and providing the aim, budget and length of services.
3. The presentation of the agency, its internal organization and financial viability.
4. The name and experience level of the team in charge of the project, including justification for communication ability in English or German, and Vietnamese.
5. Justification of experience with EU programs
6. The presentation of local office in Vietnam if it is an international company

These elements will help the announcers decide how adequate the agency’s offer is compared to the needs of the campaign.

9/ Plannning

7th January: Submit the detailed proposal via email
Before 14th of January: Announcement of the pre-selected agencies (max. two agencies)
Week of 17th January: Online interview with the preselected agencies
Before 27th January: Notification of the selected agency and other non-selected agencies

10/ Exclusion and Selection Criteria

The selection will be done by a jury composed of Naturland’s staff and/or appointed experts. The first stage will evaluate all Exclusion criteria and rank them according to points in the Selection criteria. The best two ranked applicants will be invited for an online interview.
Exclusion Criteria
1. Operational in Vietnam (Hanoi/HCMC) (Yes/No)
2. Able to communicate in English or German, and Vietnamese (Yes/No)
3. Respect of the max. budget (Yes/No)
4. Financial viability (Yes/No)

For those applicants fulfilling all “Exclusion criteria” the following selection criteria apply:

5. Quality and coherence of the proposal (20 points)
6. Quality and pertinence of the suggested methodology (20 points)
7. Qualifications of the evaluation agency’s team (10 points)
8. Agency’s experience with EU programs (20 points)
9. Best value for money (20 points)

11/ Contact
Ms. Trang Le Ngoc Mai
Date of Publication: December 8th 2021

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