Healthy Retail Specialty Bid

Employment type
about 1 month ago
Los Angeles

Sustainable Economic Enterprises of Los Angeles (SEE-LA) is a leading Southern California nonprofit organization, connecting people to healthy food, promoting economic development, and building sustainable food systems. We operate the largest network of mission-driven farmers’ markets in Los Angeles as well as programs that provide nutrition education, food access, and opportunities for small regional farms and local food businesses to thrive.

Background Specialty Crop Nutrition Education and Promotion Program
SEE-LA has contracted with the California Department of Food and Agriculture (CDFA) to provide the Specialty Crop Nutrition Education and Promotion Program (SCNEPP) from November 1, 2020, through October 31, 2022. SCNEPP is a new program within SEE-LA's Pompea Smith Good Cooking/Buena Cocina Nutrition Education Department. The program uniquely integrates specialty crop promotion and marketing strategies across SEE-LA's six farmers' markets, which feature 86 specialty crop producers serving 13,000 Angelenos weekly. SCNEPP's program activities include, but are not limited to, executing quarterly farmers’ market Peak of Season Festival events, delivering bilingual nutrition education classes to adults and children, conducting in-market and social media food demonstrations, implementing a social media campaign promoting specialty crops, specialty crop producers, Peak of Season Festival events, and generating and distributing monthly promotional newsletters.

Specialty crops are "fruits and vegetables, tree nuts, dried fruits, horticulture, and nursery crops (including floriculture)" cultivated commercially for use as food, medicine, or aesthetic gratification. SEE-LA's SCNEPP highlights five specialty crops as part of its quarterly Peak of Season Festival programming – these crops include berries, leafy greens, stone fruits, tomatoes, and brassicas.

Position Overview
SEE-LA is seeking a Healthy Retail Specialist to consult in the execution of marketing strategies to promote the increased knowledge, awareness, increased consumption and sales of specialty crops across its farmers’ markets. As part of this project, the Healthy Retail Specialist will provide technical assistance for up to 86 SEE-LA specialty crop producers at each SEE-LA farmers' market to build knowledge and capacity around behavior economic strategies for health promotion/marketing of specialty crops. The Healthy Retail Specialist will work collaboratively with the Director of Nutrition

Programs, SCNEPP Program Manager, and Manager of Engagement and Partnerships to integrate successful marketing strategies within the program and provide direct technical assistance to SEE-LA's specialty crop producers to promote and market specialty crops, specifically those featured in the Peak of Season Festivals.

As many of SEE-LA’s market patrons and producers are dominant Spanish speakers, the Healthy Retail Specialist will need to be proficient in English and Spanish written/ oral and/or have available an interpreter. These costs may be included in the budget under personnel cost.

Project Goals & Target Audience
The Healthy Retail Specialists' contribution to the SCNEPP team will directly address the following SCNEPP goals:

  • Bolster promotional marketing efforts in SEE-LA’s farmers' markets to increase consumer demand and demonstrate increased sales of specialty crops.
  • Increase farmers' market patrons' increased awareness, knowledge, consumption and purchasing of specialty crops.


Target audience is current and prospective SEE-LA farmers’ market patrons, SEE-LA's social media followers, and specialty crop producers at SEE-LA farmers' markets.

Scope of Services & Expected Deliverables

  • Healthy Retail Specialist meets virtually with SEE-LA Program Manager biweekly to discuss project scope of work, activities, and delivery.
  • Establish the program’s marketing strategy utilizing SEE-LA program branding to meet key grant objectives and work with the Program Manager and SEE-LA’s Manager of Engagement and Partnerships to ensure timely and effective execution.
  • Develop and conduct onsite technical assistance to up to 86 SEE-LA specialty crop producers at SEE- LA’s farmers markets with clear and measurable outcome objectives to enhance producer’s knowledge and capacity for healthy promotion and behavioral economic marketing strategies.
  • In collaboration with SEE-LA’s Program Manager, support the development of promotional nutrition education materials for each Peak of Season Festival event such as in-market signage, posters, banners, tablecloths, and flyers in adherence with SCNEPP branding.
  • Advise and assist in Peak of Season event layout and promotional material placement. Day-of support is desired for oversight and support to specialty crop producers in effective marketing strategy execution.
  • Provide leadership to SEE-LA’s Program Manager and Manager of Engagement and Partnerships in development of the social media campaign strategy and support in development of marketing materials to be used across SEE-LA’s digital platforms, in SEE-LA newsletter, and other media outlet advertisement.
  • Conduct interviews with SEE-LA’s specialty crop producers to develop profiles for promotional and newsletter content.
  • Contribute to the program’s development of an Implementation Guide for best practices in education, promotion strategies via Peak of Season Festival events, social media campaigns, and producer capacity building that effectively increased knowledge, awareness, and increased consumption and sales of specialty crops.


Project Timeline
Effective upon contract execution through October 31, 2022.

Project Budget*

Personnel Costs: $19,081

Travel: $1,008

Payment will be provided via reimbursement for services monthly with an itemized invoice. Per CDFA funding requirements, the contractor’s hourly rate cannot exceed GS15 Step 10. Project Budget does not include costs of physical materials. SEE-LA will manage the purchase of SCNEPP promotional and physical supplies in the execution of this contract. This includes a modest budget of approximately $6,000 for items such as point of purchase signs, posters, A-Frame inserts, etc. SEE-LA will not reimburse the cost of administrative items such as pens, paper, or other similar office supplies; however, items that support program deliverables are encouraged to be discussed for accommodation and reimbursement throughout the project duration.

Additionally, SCNEPP has devoted $1,660 toward social media marketing and $9,200 toward Print/ Radio media outlet advertisement.

Funding for the project is through the California Department of Food and Agriculture Specialty Crop Block Grant. Project Activities will be overseen by SEE-LA's Director of Nutrition Programs and Specialty Crop Nutrition Education and Promotion Program Manager to ensure that adherence to funding guidelines is achieved. This includes content review and assurance that all expenditures within the description and subsequent invoices are project-related, reasonable, and allowable.

*Project must adhere to project timeline and budget. Contractor will be responsible for any costs incurred beyond this amount.



To apply

Criteria for Selection (Please submit all to be considered)

  • Resume or CV, if applying as a firm or group, please provide a resume or CV for each person
  • Examples of similar projects demonstrating knowledge/experience (at least two), may use hyperlinks to referenced work
  • Client reference letters (2)
  • Fee rate (Hourly)


Format Submit via PDF or MS word
Deadline for application submission September 1, 2021

Anticipated Review Timeline
Semi-finalist notification - September 1 – October 7, 2021
Interviews - October 7 – 20, 2021
Request for submission of prospective contractor’s project
timeline and budget with major tasks and milestones - October 20-24, 2021
Final Selection - October 27th, 2021

Principle Point of Contact Erica Lee, RD, MPH Program Manager
E-mail: [email protected]

You may e-mail with questions regarding this posting up until September 1st COB.