ALASKA SEAFOOD MARKETING INSTITUTE

State of Alaska
Department of Commerce, Community and Economic Development
311 N. Franklin Street, Suite 200
Juneau, AK 99801

REQUEST FOR PROPOSALS

FOR
BRAZIL MARKET FEASIBILITY STUDY

Date of Issue: October 6, 2010

 STANDARD PROPOSAL INFORMATION

1. Purpose of the Request for Proposal (RFP): The Alaska Seafood Marketing Institute
(ASMI) is seeking proposals for a feasibility study of forming a Brazil Marketing
Program, including a cost/benefit analysis of doing so, as described more specifically in
the Scope of Work section of this RFP.

2. Minimum Requirements: Every proposer to this RFP must demonstrate a minimum of

three years of previous experience in providing comparable services.

3. Conflict of Interest and Restrictions: The successful proposer to this RFP must not
have a conflict of interest that would affect the ability to perform as required by the
“Scope of Work” section of this RFP. Any potential conflicts must be identified and a
written waiver requested prior to submission of a proposal. If a proponent has any
concerns or questions regarding this issue they are encouraged to contact ASMI.

4. ASMI Mailing Address and Telephone Number:

Alaska Seafood Marketing Institute

311 N. Franklin Street, Suite 200
Juneau, AK 99801
Mr. Naresh Shrestha, Finance Officer
(907) 465-5560 (TEL), (907) 465-5572 (FAX)
E-mail: nshrestha@alaskaseafood.org

5. Contact Persons: Any technical or procedural questions regarding this RFP, contract
documents or associated information should be addressed to Naresh Shrestha at the
above address.

6. Deadline for Receipt of Proposals: Proposals must be mailed or e-mailed and received
by ASMI no later than 5:00 PM Alaska Standard Time, Friday, November 19, 2010.
E-mailed proposals will be accepted, but must be followed by a mailed, original
hard copy of the proposal. Failure to meet the deadline may result in disqualification
of the proposal without review.

Proposals are to be delivered to the address referenced in item number 4. So that they are
not mistakenly opened early, either the outer or inner envelope should also contain the
following:

Confidential: Do Not Open Until November 19, 2010

Proposal for: Brazil Market Feasibility Study

Or, if e-mailing, please mark in the subject line: Brazil Proposal- Do Not Open Until
11/19/2010.

The State and ASMI assume no liability for incorrect addresses or delivery of RFP packages or
applications by public or private carriers.
Please note that proponents should schedule several days for mail delivery to Juneau from
overseas.

7. Required Review of this RFP by Proposer: Proposers shall carefully review this RFP
for defects and questionable or objectionable materials. Proposer’s comments
concerning defects and questionable or objectionable material in the RFP must be made
in writing and received by ASMI ten (10) days before the proposal submission deadline.
This will allow time for an addendum to the RFP to be issued, if required, to all
recipients of the initial RFP.

8. Multiple Proposals: ASMI shall not accept multiple proposals from the same proposer.

9. Questions Received Prior to Opening of Proposals: All questions regarding this RFP
should be directed to the contact person previously identified in this RFP (item 4).
There are generally two types of questions:

a. One involves directing the questioner to the specific section of the RFP where the
answer may be found. Responses to these questions may be given over the phone.
b. The second type of question involves clarifying or interpreting parts of the RFP.

10. Addendum to the RFP: Should ASMI consider it necessary to revise any part of this
RFP, an addendum will be issued to all that were previously issued an RFP.

11. Proposal Withdrawal and Correction: A proposal may be corrected or withdrawn by

a written request received prior to the date of opening.

12. Discussion with Responsible Offerors: As determined by the evaluation process,

proposers reasonably susceptible of award may be offered the opportunity to discuss
their proposal with the procurement officer or evaluation committee and the proposal
may be adjusted as a result of the discussion.

13. Right of Rejection: ASMI reserves the right to declare non-responsive and reject any
proposal that does not fully comply with all the terms and requirements of this RFP.

The State and ASMI reserve the right to use any ideas presented in the response to the
RFP. Selection or rejection of a proposal does not affect that right.

14. Authorized Signature: An individual authorized to bind the proposer to its provisions
must sign the proposal. The proposal must remain valid for at least ninety (90) days
from the proposal receipt deadline.

15. Noncollusion: The individual signing the proposal also certifies under penalty of
perjury that the price submitted was independently arrived at without collusion.

16. Disclosure of Proposals Contents: All proposals and other material submitted become
the property of the state and may be returned only at the stat’s option. All proposal
 information will be held in confidence until the issuance of a notice of intent to award.
Thereafter all proposals will become public information.

17. Estimated Timeline of RFP Process: Below is the estimated time schedule. This
schedule is for informational purposes only, as some actual dates may vary depending
on the response to this RFP.

Step Dates
RFP Available 10/6/2010
Responses to questions 10/11-11/5/2010
Deadline for submitting proposals 11/19/2010
Evaluation of proposals 11/22-12/8/2010
Notice of Intent to Award 12/10/2010
Contract Start 12/15/2010

18. News Releases: News releases pertaining to this RFP and resulting contract may not be
made without prior written approval.

19. Incurred Costs: ASMI shall not be subject to payment for cost incurred for proposal
preparation or contract preparation as a result of valid and legal termination of this RFP
or contract.

20. Notice of Intent to Award: After completion of the evaluation process, ASMI will
notify all proposers of the intent to award a contract to the successful proponent.
 STANDARD CONTRACT INFORMATION

1. Location of Work: Work shall be performed, completed and managed at the location of
the firm(s) and approved subcontractors awarded the contract.

2. Joint Ventures: Joint ventures shall not be allowed.

3. Subcontractors: Subcontracting shall be allowed provided that it is pre-approved by

ASMI and within the scope of service and required deliverables.

4. Contract Negotiations: Upon completion of the evaluation process, contract

negotiations will commence. It is anticipated that all contract negotiations will be held
via telephone, or in Juneau, Alaska, or at the successful proponent’s location.

If the selected proposer fails to provide the necessary information for negotiations in a
timely manner, negotiate in good faith, or cannot perform the contract within the
budgeted funds and/or proposed cost, ASMI may terminate negotiations and negotiate
with the next highest ranked proposer.

5. Standard Agreement Forms: The successful proposer will be required to sign and
comply with the professional services contract Standard Agreement Form, Appendix A,
Appendix B1 and the contract Appendix C and D specifying the terms for the services
and payments.

ASMI reserves the right to include additional terms and conditions during the contract
negotiations. These terms and conditions must be within the scope of the original RFP
and will be limited to cost, clarification, definition, and administrative and legal
requirements and will be included in Appendix C and D of the contract.

Provisions of the RFP, which are consistent with the contract, shall become incorporated
in the contract by reference and constitute binding obligations. The successful proposal
or provisions which are consistent with the contract shall become incorporated in the
contract by reference and constitute binding obligations of the parties.

6. Indemnification: The contractor shall indemnify, hold harmless and defend the state, its
officers, agents and employees from all liability, including costs and expenses, for all
actions or claims resulting from injuries or damages sustained by any person or property
arising directly or indirectly as a result of any error, omission or negligent act of the
contractor, subcontractor, or anyone directly or indirectly employed by them in the
performance of this contract.

The successful proposer much comply with Appendix B1 of the State’s standard contract
forms which requires proof of general liability, auto liability and workers’ compensation
insurance prior to contract approval. Failure to provide evidence of adequate coverage is
a material breach and grounds for termination of the contract. A copy of Appendix B1 is
included with this RFP.
7. Contract Approval: This RFP does not obligate ASMI or the proposer until a contract
is signed and approved by both parties. If approved, it is effective from the date of final
approval by the Executive Director of the Alaska Seafood Marketing Institute (ASMI).
ASMI shall not be responsible for work done prior to final approval of the contract.

8. Liquidated Damages: ASMI reserves the right to require liquidated damages in the
contract to assure the contractor’s performance of all contract provisions in a timely
manner.

9. Ownership of Documents: All data, specifications, graphics and other products

developed in the performance of the contract remain the sole property of the state and
may be used by the state for any other purpose without additional compensation to the
contractor. The contractor agrees not to assert any rights or establish any claim under the
design patent or copyright laws. The contractor, for a period of three years after final
payment under this contract, agrees to furnish and provide access to all retained materials
at the request of the client. Unless otherwise directed by the client, the contractor may
retain copies of all the materials.

10. Confidentiality: The contractor shall not, at any time, during or after the term of the
contract, without the client’s written consent, disclose any information designated
confidential by the client.

11. Inspection and Reports: ASMI reserves the right to inspect, in a manner and at
reasonable times it considers appropriate, all the contractor’s facilities and activities
under this contract.

12. Contractor’s Records and Client’s Right to Audit: All books, records,
correspondence, accounting procedures and records, information and any other
supporting evidence relating to the resulting contract shall be open to inspection and
subject to audit and/or reproduction during normal working hours.

13. Notice of Amendment: The contractor shall notify the client in writing at least 30 days
prior to the contract expiration date of any known circumstances which may require an
extension of the contract completion date.

14. Additional Terms and Conditions: ASMI reserves the right to include additional terms
and conditions during contract negotiations. However, these terms and conditions must
be within the scope of the original RFP and will be limited to price, clarification,
definition, and administrative and legal requirements.

15. Rejection of Work: The contractor shall be responsible for the quality, accuracy and
proper performance of the work identified in the contract. ASMI may reject any work
found to be defective or not in accordance with the specifications contained in this RFP,
contractor’s proposal, and resulting contract, regardless of the stage of completion and
 the time and place the error was discovered. ASMI may also reject defective work that
has been previously approved because of an oversight.

16. Waiver: The waiver by one party of any breach of the contract, or the failure of one
party to enforce any of the provisions, shall be limited to a particular instance. Neither
party shall waive any future breaches or future provisions merely because a breach has
been waived in a particular instance.

17. Severability: If any provision of the contract is found to be invalid under, or contravene
to the laws of any particular state, borough, or country, such contravention shall not
invalidate the entire contract. The contract shall be construed as if the invalid provision
is not contained in the contract.

18. Contract Termination: In addition to ASMI having the right to cancel the contract due
to lack of appropriate funds, ASMI may, with written notice, terminate the resulting
contract in whole or in part, when it is in the best interest of the state. The state is liable
only for payment for services rendered before the effective date of termination.

19. Vendor Tax ID Number: A valid tax identification number must be provided prior to
contract approval.

20. Contract Duration: All work should be completed by April 1, 2011.

21. Renewal Options: If the proposed contract were renewed, all fees and/or rates would
remain the same throughout the life of the proposed contract.
HISTORICAL INFORMATION PERTINENT TO THE PROPOSED CONTRACT

1. ASMI’s Mission: The primary objective of the Alaska Seafood Marketing Institute is to
create a dynamic, market-driven environment that will expand the global consumption of
Alaska seafood. It accomplishes this by fostering growth opportunities with the food
industry. ASMI’s programs emphasize collaborative marketing and building the identity
of Alaska seafood as a brand.

2. ASMI’s Authority: ASMI was established by the Alaska State Legislature in 1981 as a
public corporation within the Department of Commerce, Community and Economic
Development. As a cooperative effort between the State of Alaska and private Alaskan
industry, the Institute has the following legislative mandates: 1) conduct programs of
education, research, advertising, 2) promote all species of seafood and their by-products
that are harvested in the state and processed for sale, 3) develop market-oriented quality
specifications for Alaska seafood in domestic and world markets, and adopt, and
distribute recommendations regarding the handling of seafood from the moment of
capture to final distribution, 4) prepare market research and product development plans
for the promotion of all species of seafood and their by-products that are harvested in the
state and processed for sale.

ASMI is governed by a seven member Board of Directors, appointed by the governor of

Alaska. The board consists of five processors and two harvesters. Eight standing
committees provide ASMI’s board and staff with input and promotional direction. Staff
is located in two offices: Juneau, Alaska, which is the corporate/administrative
headquarters and also the location of the international marketing program, and Seattle,
Washington, which is the headquarters for the domestic marketing programs.

3. Current Program: ASMI has been a participant in the U.S. Department of Agriculture
(USDA) Market Access Program (MAP) since 1986. Current year funding is $4.5
million from USDA and an industry match of $2.7 million for a combined budget of $7.2
million.

ASMI’s international program employs its monies by developing and executing generic
marketing and promotional programs, directed toward retail, HRI and consumer markets.
All marketing plans and budgets are adopted and approved annually by ASMI’s Board of
Directors.

Specific industry conditions are addressed by ASMI and include:

a) World-wide farmed salmon production has surpassed the Alaska harvest.

Alaska seafood cannot compete with aquaculture on the basis of cost alone.
Negative factors include:
i. Cost of remote harvesting and processing operations is high.
Cost of transporting finished product to market is high,
particularly for fresh product. This challenge will become
more acute with rising fuel costs.
 ii. Variable supply introduces risk for large-scale business
development in the processing and purchase of Alaska seafood.

ASMI aims to increase the value of the Alaska seafood resource by differentiating
Alaska seafood as coming from Alaska- a pure and pristine environment, our
fisheries are managed for sustainability, wild and natural.

b) Alaska’s commitment to sustainable management comes at significant cost

with respect to productivity, efficiency, and full utilization of Alaska seafood
resources. Alaska seafood remains abundant, stable, high in quality and value,
however the market must be cultivated to offset Alaska’s worldwide market
share.

c) Sustainability is a growing concern for retailers worldwide. ASMI aims to

achieve an overall acceptance in the international marketplace that Alaska
seafood is sustainable:
i. Since 1959, the Alaska constitution has mandated that “fish…
be utilized, developed and maintained on the sustained yield
principle.”
ii. Every aspect of Alaska’s fisheries have been strictly regulated,
closely monitored and rigidly enforced for nearly five decades.

d) There is a general perception that fresh farmed seafood is preferable to

previously frozen or frozen wild Alaska seafood. ASMI seeks to raise the
value of frozen and previously frozen Alaska seafood.

International Program Situation Analysis

Alaska seafood products compete for “share of plate” with other proteins. ASMI’s
International Program’s mission is to increase the economic value of the Alaska seafood
resource through:
Increasing positive awareness of the Alaska seafood brand.
Collaborative marketing programs that align ASMI and industry
marketing efforts for maximum impact within the food industry.
Long-term proactive marketing planning.
Quality assurance, technical industry analysis, education, advocacy and
research.
Prudent, efficient fiscal management.

The ASMI International Program will continue in its present marketing mode and strive
to sustain its current posture.

The following is ASMI’s FY11 General Approach:

The international program will work towards achieving ASMI’s mission by
capitalizing on opportunities for Alaska Seafood in ASMI’s target markets.
The international program will continue to build sustainability into the foundation
of our brand identity.
 ASMI will position the Alaska seafood brand as a trustworthy and safe choice that
is a good value for both the trade and consumer.
Convenience, health and value remain important to consumers- ASMI will
continue to highlight how Alaska seafood aligns with these interests. A key
component of this strategy will be to educate consumers on “Cook it Frozen,” the
health benefits Alaska seafood provides, and offering a variety of recipes that
feature both premium and low cost ingredients.
ASMI will continue our work in all ASMI’s targeted international markets
because having multiple markets assists in our ability to achieve our mission.
ASMI will remain vigilant in adapting as circumstances evolve.

Messages
ASMI will focus on building the brand around its core messages rather than reacting to
short-term issues. ASMI will focus on the positive aspects of our differentiating factors.
The following are the ASMI International Program’s key messages:

Alaska Message
ASMI will continue to differentiate Alaska seafood from all other seafood by calling out
Alaska and therefore tapping into the positive perception consumers and the trade have of
Alaska. ASMI will work to reinforce as well as add to that perception by delivering the
key messaging outlined below in our marketing activities.

Sustainability Message
ASMI will continue to educate the trade on Alaska’s long-standing commitment to
sustainability and will incorporate the sustainability message into the core brand identity.

Wild Message
ASMI will increase its emphasis on the “wild” aspect of Alaska seafood in its messaging.
With the general decline of wild stocks worldwide, wild is becoming more of a
differentiating factor. Alaska is uniquely positioned to benefit from increased emphasis
on the wild message, as the state prohibits all types of finfish farming.

Pure and Pristine Message

ASMI will highlight the pure and pristine waters Alaska seafood comes from as a point
of differentiation. Key points on the pure and pristine message are as follows:
Alaska has 34,000 miles of coast line.
Alaska is thousands of miles away from large sources of pollution.
Alaska has a small population for its vast size.

Health and Nutrition Messages

With obesity on the rise in many Alaska seafood markets, both government and
consumers are becoming more health conscious. ASMI will continue to include the
following health and nutrition points in its messaging:
Alaska seafood is a healthy alternative to other protein sources.
Alaska seafood is among the richest sources of omega-3s.
 Alaska seafood contains a wide variety of minerals (including zinc, iron, calcium,
selenium).
Naturally high in many essential vitamins, Alaska seafood contains vitamins E, C,
D, and A. Some varieties are very high in antioxidant E, which has proven to
strengthen the immune system and lower the risk of heart disease by reducing
buildup of plaque in coronary arteries.

Strategy
ASMI conveys these messages through the following strategies:

Consumer
Public Relations (PR)- PR is designed to increase consumer awareness of Alaska seafood
products to prompt purchase.

Consumer Advertizing- Consumer advertorials are an effective medium for reaching the
consumer with the quality, wild, natural and sustainable attributes of Alaska seafood,
with the goal of increasing consumer awareness of the availability of Alaska seafood.

Consumer Promotions- Consumer promotions are very effective in targeting consumers

with information about Alaska seafood with the aim of increasing consumer awareness of
Alaska seafood. In addition to increasing awareness, consumer promotions directly
encourage sales by tempting customers.

Consumer Research- In accordance with MAP regulations, ASMI conducts third party
research in order to assess progress towards performance measures.

Trade
Trade Public Relations- Trade public relations are designed to increase trade awareness
of Alaska seafood and to notify the trade of generic activities and opportunities to
participate within the ASMI program.

Retail Merchandising- In-store displays, consumer contests and consumer demonstrations

remain one of ASMI’s most effective promotional tools in achieving increases in trade
and consumer awareness, product origin identification and increases in sales volume.
One of the main objectives is to ensure that wild Alaska seafood achieves a strong and
positive differentiation over competitive farmed seafood, through origin identification
and its quality, taste, sustainability and other attributes at the actual point of sale when the
consumer is in the retail store.

Website- ASMI maintains overseas websites to address the specific needs of each
overseas region. The sites contain information for consumers, trade and journalists and
also offer the ability to access and download a range of information and recipe based
materials covering all Alaska seafood species.

Trade Shows- Trade shows offer an opportunity to improve trade relations and educate
trade on the pure, natural and sustainable features of Alaska seafood products.
Buyer’s Education- In some regions, ASMI conducts Alaska Seafood Buyer’s Education
Programs in order to maintain and develop strong trade relationships with existing and
new partners.

Trade Research- An evaluation and research study is conducted by a third party to

measure trade awareness levels and attitudes toward Alaska seafood products within the
region.

Hotel Restaurant Industry (HRI)

Foodservice Promotions- ASMI selectively targets major foodservice distributors with
promotional support. ASMI also seeks to organize promotions directly with hotel and
restaurant chains.

Foodservice Advertizing/Public Relations- Foodservice advertizing is an effective

method of educating and impacting foodservice decision makers through press releases
and generic recipes.

Chef Training Seminars/Training Schools- In some ASMI regions, ASMI conducts chef
training seminars in order to educate chefs about proper handling and cooking techniques
for Alaska seafood.

Foodservice Trade Shows- In some regions, ASMI attends HRI tradeshows in order to
offer generic product information materials that communicate the advantages that Alaska
seafood offers the professional chef. Product tastings and chef demonstrations will take
place at the booth if budget allows.
 SCOPE OF WORK

The following is a possible outline of the scope of work for the Brazil market feasibility
study proposal. This represents an outline, further more specific details will be agreed
upon through the research agency briefing process. The scope of work may contain but
may not be limited to the following:

AREA: Brazil, with emphasis on major cities, coastal areas and distribution centers.

1. Evaluate the potential to market Alaska seafood species to Brazil.

a. Evaluate potential taking into consideration seafood products currently in the
market and levels of domestic consumption.
b. How do Alaska products compare to more readily available products in terms
of taste, size, product form and price?
c. Are there Alaska seafood products currently available in the Brazil market in
great quantities that are not being identified and/or promoted as such?
i. For Alaska seafood products available, analyze trade and consumer
perceptions of these products. Are they considered high quality?
ii. Consider perceptions of Alaska generally—would Alaska origin
identification add value to a product?

2. Evaluate the competitiveness of Alaska seafood directly imported from the U.S. to
Brazil.
a. How competitive is Alaska product imported from the U.S. directly compared
to domestic product? Compared to product from Mercosul member countries?
Compared to product processed in third-party countries?
i. Evaluate not only in terms of price but in terms of product form, taste,
packaging, fresh/frozen, etc.
b. Evaluate competitiveness considering tariffs and other trade barriers.

3. Analyze potential for expansion of the bacalhau market.

a. Provide an overview of the bacalhau market in Brazil.
i. Common product forms and sizes
ii. Major brands and retailers
iii. Geographic consumption patterns
iv. Trends
b. How much bacalhau of Alaska origin (through third-party countries) is
currently in the Brazil Market?
i. Is any identified as Alaska origin?
c. Is there potential for expansion of this market- either as a whole or the Alaska
segment of this market?
d. Is there opportunity for distinguishing product origin (Alaska) at the
retail/foodservice level?

4. Identify both current and potential opportunities for processing Alaska seafood in
third-party countries for re-export to Brazil.
 a. What quantity of bacalhau sold in Brazil is Alaska Pacific cod, processed in
third-party countries (Norway, Portugal, etc.) and re-exported to Brazil?
b. Are there other Alaska seafood products being processed in third-party
countries for re-export to Brazil?
c. Who are the major processors exporting Alaska product to Brazil?
d. Are there other major processors in third-party countries we should be
targeting?

5. Identify key trade contacts in Brazil.

a. Establish contact with trade members currently distributing Alaska seafood
(through third-party country processors).
b. Establish a list of trade members interested in importing Alaska seafood either
directly or through third-party processor countries (at the wholesale level).
c. Establish a list of trade members interested in promoting their seafood as
Alaska origin (at the retail and foodservice level).
i. Identify what type and level of promotional support would be helpful.
d. Identify Alaska industry currently doing business or making contacts in
Brazil.

6. Identify target locations within Brazil and analyze strategic considerations for
establishing a Brazil marketing program.
a. Which cities/states have the highest seafood consumption? Which cities/states
act as major food distribution areas?
b. Identify procedures for importing Alaska seafood directly to Brazil. Identify
potential hurdles.
i. Include detailed outline of regulations, certification costs and
procedures and other barriers to entry.
c. Identify procedures for promoting Alaska seafood products in Brazil. Identify
potential hurdles.
d. Identify other strategic considerations for establishing a Brazil marketing
program (staffing considerations, logistics, business practices, etc.).

7. Estimate the cost of establishing an effective Brazil marketing program.

a. Estimate potential cost to ASMI International of establishing an effective,
dedicated Brazil marketing program.
b. Estimate potential additional benefit to the Alaska seafood industry.
 PROPOSAL CONTENT AND REQUIREMENTS

Required Proposal Format:

All proposals that are submitted in response to this RFP must use the following format.
The proposal must be submitted to the ASMI address referenced in the Standard Proposal
Information section. Any proposal not following these instructions may be declared non-
responsive. Proposals may be mailed or e-mailed. If a proposal is e-mailed, it must be
followed by a mailed, original hard copy.

The proposer must address all the items in the format and order reflected below.
Proposals that do not follow this format may be declared non-responsive and may be
rejected. The written information will be evaluated based upon the criteria listed in the
Proposal Evaluation Criteria. Selection of a contractor(s) will be based upon the
proponent’s Agency Experience, Project Key Personnel, Project Methodology, and Cost
Proposal.

1. Table of Contents: Provide a paginated table of contents, which complies with the
following format:

2. Agency Description: Provide a brief description of the proposer to include:

a. Proposer’s name and address
b. Voice and fax numbers, and e-mail addresses
c. Number of years in business under above name
d. Total years in business, including other names (minimum 3 years)
e. Number of offices and locations
f. List other affiliated agencies, if any
g. Which office would service the ASMI account?
h. Total number of personnel currently employed on a full-time basis
i. Agency organization and structure (submit organizational chart)
j. Provide a list of clients that your company has done similar work for during the
past three (3) years
k. Are you on retainer with any of these clients? If yes, please identify which ones
l. List at least three (3) client references (name of company, contact and telephone)

3. Agency Experience: Provide a detailed and precise description of the proponent’s

experience in evaluation of export commodity/seafood marketing programs.

4. Project Key Personnel: Provide the following information on the key personnel that
will be assigned to this project:
a. Name the lead or primary person(s) for each project by title, duties, and
approximate percentage of time that will be dedicated to the project. If the
principal(s) is (are) not dedicated full time to this project, provide an approximate
percentage of time allocated for other assigned accounts/duties.
b. Describe qualifications and credentials of assigned personnel along with a copy of
his/her resume.
5. Project Methodology: ASMI expects the study to have the following three
components:
a. Executive Summary
b. Audit of the Brazil seafood market
c. Recommendations for ASMI International

Proposal Requirements
RFP respondents are advised that ASMI has budgeted on a maximum of US $20,000 for
this study. We anticipate that the study requires approximately the following:

Minimum of 45 total interviews of U.S., Brazil, and third-party processor country

industry members.
Review of relevant ASMI documents to provide a frame of reference for how
other ASMI International programs operate and what considerations would need
to be taken into account in forming a new program.
Briefings and information provided by ASMI staff and contractors.
Visits and surveys of plants as well as wholesale, retail and foodservice
establishments.
Review of trade analysis and statistics from the U.S. and Brazil governments as
well as other relevant sources. Many of these documents are available from the
Foreign Agricultural Service (FAS) and the National Marine Fisheries Service
(NMFS) Office of International Trade. The contractor must obtain other data and
factor in transshipments of Alaska seafood products.
An in-person presentation and discussion of report findings and possible
teleconference presentations.
The consultant will be required to carry out interviews in the U.S., Europe, and South
America.
ASMI makes three important stipulations concerning the proposed work:

Any and all subcontractors to be utilized during this contract must be identified
and qualified within the contractor’s proposal. The contractor is prohibited from
subcontracting any portion of the work outlined within the contract without
expressed prior written approval from ASMI.

Contractor agrees not to utilize or release any portion of study findings, or

research, by any means of dissemination, without the prior written consent of
ASMI.

All work must be completed by April 1, 2011.

6. Cost Proposal: Provide a cost proposal that does not exceed US $20,000 and
explain how much would go to each of the following:
a. Monthly or hourly fees
b. Estimated travel costs based on the proponent’s project methodology
c. Any other costs
 d. Total project costs

7. Conflicts of Interest Statement: Provide a detailed and precise listing of any

potential conflicts of interest as established in the “Standard Proposal Information”
section of this RFP.

8. Other Licenses and Registrations: Proof of any licenses and/or registrations as

required by this RFP.

9. Alaska Bidder Preference: A five (5) percent reduction (for evaluation purposes
only) to the proposal’s price will be applied if a proposer qualifies as an Alaska
bidder as defined by AS 36.30170(b). It is the proposer’s responsibility to complete,
sign and return the “Certification of Qualification for the Alaska Bidder’s Preference
form with their proposal.
 PROPOSAL SUBMISSION EVALUATION CRITERIA

Criteria Relative Value

Agency Experience 30
Project Key Personnel 20
Project Methodology 40
Cost Proposal 10
Total Possible Points 100

Cost Evaluation Formulas: The proposal with the lowest cost must receive the highest
available rating allocated to the cost factor. The rater for each higher cost proposal must be
determined using the following formula:

(Price of Lowest Cost Proposal) X (Maximum Points for Cost) = Points

Price of Each Higher Cost Proposal

By signing the bid/proposal, the bidder/offeror certifies that the bidder/offeror complies with
the Americans with Disabilities Act of 1990 and the regulations issued thereunder by the
federal government, and certifies that programs, services and activities provided to the general
public on behalf of the State under a contract resulting from this solicitation comply with the
Americans with Disabilities Act of 1990, 28 CFR, Part 35, Subpart B 35.130.

The State of Alaska complies with Title II of the Americans with Disabilities Act of 1990.
Individuals with disabilities, who may need auxiliary aids, services, and/or special
modifications to submit a proposal, should contact the Finance Officer no later than (7) days
prior to the proposal deadline to make any necessary arrangements.

Statement of Non-Discrimination

The Alaska Seafood Marketing Institute (ASMI) is an equal opportunity employer. ASMI
does not discriminate against any employee or applicant for employment because of race,
religion, color, national origin, or because of age, physical handicap, sex, marital status,
changes in marital status, pregnancy or parenthood when the reasonable demands of the
position(s) do not require distinction on the basis of age, physical handicap, sex, marital
status, changes in marital status, pregnancy, or parenthood.
 1) Agency Contract Number

2) Authority Number

3) Optional Renewal? [ ] Yes [ ] No

Years remaining
4) Finacial Coding

STATE OF ALASKA 5) Agency Assigned Encumbrance Number

AMENDMENT TO PROFESSIONAL SERVICES CONTRACT
6) Amendment No.

This agreement is between the State of Alaska,

7) Department of
COMMUNITY COMMERCE & ECONOMIC DEVELOPMENT, ASMI hereafter the State, and
8) Contractor
hereafter the Contractor
Mailing Address Street or P.O. Box City State Zip code

9) Original period of performance 10) Amended period of performance

FROM: TO: FROM: TO:
11) Previous amount of contract to date 12) This amendment is for 13) This amended contract shall not exceed
a total of $0
14) In accordance with the provisions of the above referenced contract, the parties to that contract agree that the services to be
performed by the contractor under the contract are amended as follows: All other terms and conditions of the contract
remain in effect. (Use reverse for continuation of amended provisions if necessary.)

IN WITNESS WHEREOF the parties hereto have executed this amendment.

NOTICE! This amendment has no effect until signed by the head of the contracting agency,
procurement officer or designee.
15) 17) CERTIFICATION: I certify that the facts herein and on supporting documents
CONTRACTOR are correct, that this voucher constitutes a legal charge against funds and
appropriations cited, that sufficient funds are encumbered to pay this obligation
or that there is sufficient balance in the appropriation cited to cover this
Signature of Authorized Representative obligation. I am aware that to knowingly make or allow false entries or alter-
Date ations on a public record, or knowingly destroy, mutilate, suppress, conceal,
Type or printed Name of authorized Representative remove, or otherwise impair the variety, legibility or availability of a public record
constitutes tampering with public records punishable under AS 11.56.815-820.
Title Other disciplinary action may be taken up to and including dismissal.
Signature of Head of Contracting Agency or Designee Date
16)
CONTRACTING AGENCY
Department/Division Typed or Printed Name of Authorizing Official
ALASKA SEAFOOD MARKETING INSTITUTE
Signature of Project Director 1/0/1900
Date Title
Typed or Printed Name of Project Director
18) APPROVAL BY THE DEPARTMENT (if applicable)
Title

02-112 (Rev: 05/88)

 APPENDIX A – GENERAL PROVISIONS
Article 1. Definitions.

1.1 In this contract and appendices, “Project Director” or “Agency Head” or “Procurement
Officer” means the person who signs this contract on behalf of the Requesting Agency
and includes a successor or authorized representative.

1.2 “State Contracting Agency” means the department for which this contract is to be
performed and for which the Commissioner or Authorized Designee acted in signing this
contract.

Article 2. Inspection and Reports.

2.1 The department may inspect, in the manner and at reasonable times it considers
appropriate, all the contractor’s facilities and activities under this contract.

2.2 The Contractor shall make progress and other reports in the manner and at the times the
department reasonably requires.

Article 3. Disputes.

3.1 Any dispute concerning a question of fact arising under this contract which is not
disposed of by mutual agreement shall be decided in accordance with AS 36.30.620-
.632.

Article 4. Equal Employment Opportunity.

4.1 The contractor may not discriminate against any employee or applicant for employment
because of race, religion, color, national origin, or because of age, physical handicap,
sex, marital status, changes in marital status, pregnancy or parenthood when the
reasonable demands of the position(s) do not require distinction on the basis of age,
physical handicap, sex, marital status, changes in marital status, pregnancy, or
parenthood. The contractor shall take affirmative action to insure that the applicants are
considered for employment and that employees are treated during employment without
unlawful regard to their race, color, religion, national origin, ancestry, physical
handicap, age, sex, marital status, changes in marital status, pregnancy or parenthood.
This action must include, but need not be limited to, the following: employment,
upgrading, demotion, transfer, recruitment or recruitment advertising, layoff or
termination, rates of pay or other forms of compensation, and selection for training
including apprenticeship. The contractor shall post in conspicuous places, available to
employees and applicants for employment, notices setting out the provisions of this
paragraph.

4.2 The contractor shall state, in all solicitations or advertisements for employees to work on
State of Alaska contract jobs, that it is an equal opportunity employer and that all

Contractor’s Initials _____

Client’s Initials _____
 4.3 The contractor shall send to each labor union or representative of workers with which
the contractor has a collective bargaining agreement or other contract or understanding a
notice advising the labor union or workers' compensation representative of the
contractor's commitments under this article and post copies of the notice in conspicuous
places available to all employees and applicants for employment.

4.4 The contractor shall include the provisions of this article in every contract, and shall
require the inclusion of these provisions in every contract entered into by any of its
subcontractors, so that those provisions will be binding upon each subcontractor. For
the purpose of including those provisions in any contract or subcontract, as required by
this contract, "contractor" and "subcontractor" may be changed to reflect appropriately
the name or designation of the parties of the contract or subcontract.

4.5 The contractor shall cooperate fully with State efforts which seek to deal with the
problem of unlawful discrimination, and with all other State efforts to guarantee fair
employment practices under this contract, and promptly comply with all requests and
directions from the State Commission for Human Rights or any of its officers or agents
relating to prevention of discriminatory employment practices.

4.6 Full cooperation in paragraph 4.5 includes, but is not limited to, being a witness in any
proceeding involving questions of unlawful discrimination if that is requested by any
official or agency of the State of Alaska; permitting employees of the contractor to be
witnesses or complainants in any proceeding involving questions of unlawful
discrimination, if that is requested by any official or agency of the State of Alaska;
participating in meetings; submitting periodic reports on the equal employment aspects
of present and future employment; assisting inspection of the contractor's facilities; and
promptly complying with all State directives considered essential by any office or
agency of the State of Alaska to insure compliance with all federal and State laws,
regulations, and policies pertaining to the prevention of discriminatory employment
practices.

4.7 Failure to perform under this article constitutes a material breach of the contract.

Article 5. Termination.

The Project Director, by written notice, may terminate this contract, in whole or in part, when
it is in the best interest of the State. The State is liable only for payment in accordance with
the payment provisions of this contract for services rendered before the effective date of
termination.

Contractor’s Initials _____

Client’s Initials _____
Article 6. No Assignment of Delegation.

The contractor may not assign or delegate this contract, or any part of it, or any right to any
of the money to be paid under it, except with the written consent of the Project Director and
the Agency Head.

Article 7. No Additional Work or Material.

No claim for additional services, not specifically provided in this contract, performed or
furnished by the contractor, will be allowed, nor may the contractor do any work or furnish
any material not covered by the contract unless the work or material is ordered in writing by
the Project Director and approved by the Agency Head.

Article 8. Independent Contractor.

The contractor and any agents and employees of the contractor act in an independent capacity
and are not officers or employees or agents of the State in the performance of this contract.

Article 9. Payment of Taxes.

As a condition of performance of this contract, the contractor shall pay all federal, State, and
local taxes incurred by the contractor and shall require their payment by any Subcontractor or
any other persons in the performance of this contract. Satisfactory performance of this
paragraph is a condition precedent to payment by the State under this contract.

Article 10. Ownership of Documents.

All designs, drawings, specifications, notes, artwork, and other work developed in the
performance of this agreement are produced for hire and remain the sole property of the State
of Alaska and may be used by the State for any other purpose without additional
compensation to the contractor. The contractor agrees not to assert any rights and not to
establish any claim under the design patent or copyright laws. The contractor, for a period of
three years after final payment under this contract, agrees to furnish and provide access to all
retained materials at the request of the Project Director. Unless otherwise directed by the
Project Director, the contractor may retain copies of all the materials.

Article 11. Governing Law.

This contract is governed by the laws of the State of Alaska. All actions concerning this
contract shall be brought in the Superior Court of the State of Alaska.

Article 12. Conflicting Provisions.

Unless specifically amended and approved by the department of Law the General Provisions
of this contract supersede any provisions in other appendices.

Contractor’s Initials _____

Client’s Initials _____
Article 13. Officials Not to Benefit.

Contractor must comply with all applicable federal or State laws regulating ethical conduct
of public officers and employees.

Article 14. Covenant Against Contingent Fees.

The contractor warrants that no person or agency has been employed or retained to solicit or
secure this contract upon an agreement or understanding for a commission, percentage,
contingent fee, or brokerage except employees or agencies maintained by the contractor for the
purpose of securing business. For the breach or violation of this warranty, the State may
terminate this contract without liability or in its discretion deduct from the contract price or
consideration the full amount of the commission, percentage, brokerage or contingent fee.

Contractor’s Initials _____

Client’s Initials _____
 APPENDIX B1
INDEMNITY AND INSURANCE

Article 1. Indemnification

The contractor shall indemnify, hold harmless, and defend the contracting agency from and
against any claim of, or liability for error, omission or negligent act of the contractor under this
agreement. The contractor shall not be required to indemnify the contracting agency for a claim
of, or liability for, the independent negligence of the contracting agency. If there is a claim of, or
liability for, the joint negligent error or omission of the contractor and the independent
negligence of the contracting agency, the indemnification and hold harmless obligation shall be
apportioned on a comparative fault basis. ”Contractor” and “Contracting agency,” as used
within this and the following article, include the employees, agents, and other contractors who
are directly responsible, respectively, to each. The term “independent negligence” is negligence
other than in the Contracting agency’s selection, administration, monitoring, or controlling of the
Contractor and in approving or accepting the Contractor’s work.

Article 2. Insurance

Without limiting Contractor’s indemnification, it is agreed that Contractor shall purchase at its
own expense and maintain in force at all times during the performance of services under this
agreement the following policies of insurance. Where specific limits are shown, it is understood
that they shall be the minimum acceptable limits. If the Contractor’s policy contains higher
limits, the state shall be entitled to coverage to the extent of such higher limits. Certificates of
Insurance must be furnished to the Contracting Officer prior to beginning work and must provide
for a 30-day prior notice of cancellation, nonrenewal or material change of conditions. Failure to
furnish satisfactory evidence of insurance or lapse of the policy is a material breach of this
contract and shall be grounds for termination of the Contractor’s services. All insurance policies
shall comply with, and be issued by insurers licensed to transact the business of insurance under
AS 21.

2.1. Workers’ Compensation Insurance: The contractor shall provide and maintain,
for all employees engaged in work under this contract, coverage as required by AS
23.30.045, and; where applicable, any other statutory obligations including, but not
limited to, Federal U.S.L.&H. and Jones Act requirements. The policy must waive
subrogation against the State.

2.2. Commercial General Liability Insurance: covering all business premises and
operations used by the Contractor in the performance of services under this agreement
with minimum coverage limits of $300,000 combined single limit per occurrence.

2.3. Commercial Automobile Liability Insurance: covering all vehicles used by the
Contractor in the performance of services under this agreement with minimum coverage
limits of $300,000 combined single limit per occurrence.

Contractor’s Initials _____

Client’s Initials _____
 Alaska Seafood Marketing Institute
Professional Services Contract

Appendix C – Scope of Services

Article C-1 General:

Article C-2 Responsibilities: Article C-3 Contractor’s Key Personnel:

Name Title/Function

The Contractor shall not make personnel changes without submitting written justification to the Client
and receiving the Client’s written approval. The Contractor shall provide copies of any and all required
licenses, certifications and any other requirements concerning personnel changes.

Article C-4 Subcontracting: The following subcontractor’s as identified in the Contractor’s proposal,
are considered essential in performing the work under this Contract:

Article C-5 Client’s Key Personnel: The Client's personnel assigned to this Contract are:

Name Title/Function

Article C-6 Other Governmental Requirements: The Contractor shall comply with all federal, state,
municipal, or other governmental statutes, regulations, ordinances, acts, and/or requirements.

Article C-7 Rejection of Work: The Contractor shall be responsible for the quality, accuracy, and
proper performance of the work identified in the Contract. The Client may reject any work found to be
defective or not in accordance with this Contract, regardless of the stage of completion and the time or
place the error was discovered. The Client may also reject defective work that has been previously
approved because of an oversight during inspection/approval.

Article C-8 Media Announcements: Any and all media announcements pertaining to this Contract
require the Client’s prior written approval.

Article C-9 Written Communication: All written communication and invoices to the Client shall be
addressed as identified on the Standard Agreement Form, Item 10.

Article C-10 Contract Amendments: Either party shall notify the other immediately of any known
circumstances that may require an amendment. The Contract shall only be changed or modified by the
execution of a written amendment, signed by all parties.

Article C-11 Confidentiality: The parties shall not, at any time, during or after the term of the Contract,
disclose trade secrets or other proprietary data deemed confidential by both the Contractor and Client.

Article C-12 Default: In case of default by the Contractor, for any reason whatsoever, the Client may
procure the goods or services from another source and hold the Contractor responsible for any resulting
excess cost and may seek other remedies under law or equity. Failure to perform and/or comply with
each of the Articles under this Contract constitutes a material breach and may result in termination of the
Contract.

Articles C & D Professional Services Contract

Article C-13 Waiver: The waiver by one party of any breach of the Contract, or the failure of one party
to enforce any of the provisions, shall be limited to a particular instance. Neither party shall waive any
future breaches or future provisions merely because a breach has been waived in a particular instance.

Article C-14 Severability: If any provision of the Contract is found to be invalid under, or contravene to
the laws of any particular state, borough, or county, such contravention shall not invalidate the entire
Contract. The Contract shall be construed as if the invalid provision is not contained in the Contract.

Article C-15 Entire Agreement: By reference, the Request for Proposals issued by the Client; the
Contractor’s proposal; the Standard Agreement Form and Appendix A, B, C and D are incorporated into
this Contract. This incorporates the entire understanding, and each party acknowledges that there are no
other warranties, representations, covenants, or understandings of any kind, matter or description
whatsoever, between the parties.

Article C-16 Conflicting Provisions: In the event of any conflicting provisions, the order of procedure
for resolving any conflict shall be:

,
First, Appendix C and Appendix D
Second, proposal submitted by the Contractor; and
Thrid, Request for Proposals (RFP) issued by the Alaska Seafood Marketing Institute.

Articles C & D Professional Services Contract

 Alaska Seafood Marketing Institute
Professional Services Contract

Appendix D – Financial Considerations

Article D-1 Initial Amount and Term:

Article D-2 Renewal Amount and Term:

Article D-3 Total Amount and Term:

The Client reserves the right to increase or decrease the Contract’s initial and/or renewal amounts, so
long as the aggregate Contract amount is not exceeded.

All amounts include all direct expenses, rates, fees, and any and all costs associated with the performance
of this Contract.

Article D-4 Contract Minimum: There are no guaranteed minimum amounts and the specific dollar
amount available in any given period shall be at the Client’s discretion.

Article D-5 Budget: Budgeted amounts may be changed upon all parties mutual consent, so long as the
net effect to the Contract is zero.

Article D-6 Compensation:

Article D-7 Tax Identification Number: The Contractor shall provide a valid federal Employee
Identification Number (EIN) or Social Security Number (SSN) to the Client prior to or upon approval of
the Contract. The Client shall withhold payment until a valid federal tax identification number is
received and failure to provide one may result in Contract cancellation.

Article D-8 Submission of Invoices:

Article D-9 Cancellation For Lack of Funds: This Contract may be canceled at any time due to the
lack of appropriated funds.

Articles C & D Professional Services Contract