The organization is seeking a qualified vendor to conduct a comprehensive market evaluation of the raisin industry in Canada. The primary objectives include identifying and analyzing key channels for raisin consumption, assessing challenges and opportunities to sustain premium pricing, and quantifying the size of the market. The evaluation should cover market segmentation by usage, varieties such as select versus jumbo and sun-dried versus golden, and assess the potential for growth within each channel.

Additionally, the selected vendor will benchmark the agency’s strengths and weaknesses against other origins in each segment, highlight the most effective selling points to both trade customers and consumers, and recommend growth opportunities and priorities. The analysis should also identify emerging food trends that may impact market expansion and include visual documentation of raisin shelf presence across major Canadian retailers, with a summary of product availability by origin. Furthermore, the vendor will assess recent promotion strategies, tactics, and messaging utilized by the Raisin Administrative Committee in Korea over the past four years, providing actionable insights and recommendations.