Opportunity Information: Apply for DOS LONDON PD 2019 CA 020
This grant opportunity, offered by the U.S. Mission to the United Kingdom (U.S. Embassy London), focuses on addressing what it describes as widespread misconceptions in the UK about U.S. agricultural practices and food standards. The central concern is that negative and often simplified media narratives about American farming, particularly around topics like animal welfare, genetically modified organisms (GMOs) and labeling, and the use of antibiotics in livestock, are shaping public opinion in ways that could reduce consumer openness to U.S. products. The opportunity frames this as economically important for the United States because improving understanding and confidence in U.S. agriculture could support American exports and jobs, and politically significant because public resistance to U.S. food products could complicate prospects for a post-Brexit U.S.-UK Free Trade Agreement.
The problem statement relies in part on consumer research commissioned by USDA in partnership with Gallup, which the notice uses to argue that unfavorable impressions are common and that baseline awareness of U.S. food safety oversight is low. The figures highlighted include that UK residents report hearing negative news about U.S.-produced food roughly twice as often as positive news (46 percent versus 24 percent), that nearly half of respondents (48 percent) are not aware of USDA or its food safety programs, and that British consumers show a very low stated preference for buying American meat over British. The grant description suggests these perceptions are reinforced by recurring stories about "industrial scale" U.S. agriculture, with "chlorinated chickens" singled out as a prominent example of messaging the U.S. Mission considers misleading or inaccurate.
To respond, the program aims to fund a short, structured exchange visit to the United States lasting five to seven days. The exchange is intended for influential UK journalists and food activists, with the goal of giving participants a more detailed, firsthand understanding of the U.S. food and agriculture system from farm to market. The planned itinerary is expected to cover multiple points in the supply chain and policy environment, including visits to small, medium, and large farms and operations, with exposure to different certification and production models such as organic, natural, and conventional systems. In addition to farm visits, the program is expected to include research institutions that support science-based agricultural practices, and government agencies involved in food safety and nutrition oversight. A key design requirement is that the selected locations should be geographically and culturally diverse, so participants see the range of U.S. agricultural production and the variety of consumer choices available in the U.S. marketplace, including how products are labeled and sold.
The award is structured as a cooperative agreement, meaning the funder typically expects to have substantial involvement in shaping or overseeing the project during implementation. The opportunity is discretionary and falls under an education-related funding activity category (CFDA 19.451). The Embassy anticipates selecting a single implementer, subject to funding availability. The expected award amount is stated as between $60,000 and $75,000, with a ceiling of $75,000.
Eligibility is broad and includes nonprofit organizations (including think tanks and civil society/NGOs), public and private educational institutions, individuals, public international organizations, and governmental institutions. The funding opportunity number is DOS LONDON PD 2019 CA 020, and the original closing date listed is 2019-08-02, indicating this was a time-limited competition for a specific program cycle.Apply for DOS LONDON PD 2019 CA 020
- The U.S. Mission to the United Kingdom in the education sector is offering a public funding opportunity titled "Countering Negative and Poorly Informed Reporting about U.S. Agricultural Practices and Consumer Choice – Creating U.S. Jobs and Economic Opportunities in Agriculture" and is now available to receive applicants.
- Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 19.451.
- This funding opportunity was created on 2019-07-02.
- Applicants must submit their applications by 2019-08-02. (Agency may still review applications by suitable applicants for the remaining/unused allocated funding in 2026.)
- Each selected applicant is eligible to receive up to $75,000.00 in funding.
- Eligible applicants include: Others.
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Frequently Asked Questions (FAQs)
What is this grant opportunity about?
This opportunity from the U.S. Mission to the United Kingdom (U.S. Embassy London) supports a project designed to address what the notice describes as widespread misconceptions in the UK about U.S. agricultural practices and food standards. The program is intended to improve understanding and confidence in U.S. agriculture by giving influential UK audiences direct exposure to how the U.S. system works from farm to market.
Why is the U.S. Mission offering this funding?
The notice frames the issue as both economic and political. It argues that negative public perceptions in the UK could reduce openness to U.S. food and agricultural products (affecting exports and jobs) and could also complicate public support for a post-Brexit U.S.-UK Free Trade Agreement if resistance to U.S. food imports is strong.
What misconceptions or narratives does the program aim to address?
The opportunity specifically points to recurring negative and simplified media narratives about American farming. It highlights topics such as animal welfare, genetically modified organisms (GMOs) and labeling, and the use of antibiotics in livestock. It also singles out the "chlorinated chickens" narrative as an example of messaging the U.S. Mission considers misleading or inaccurate.
What evidence does the notice cite to support the problem statement?
The notice references consumer research commissioned by USDA in partnership with Gallup. The figures highlighted include that UK residents report hearing negative news about U.S.-produced food more often than positive news (46 percent versus 24 percent), that 48 percent of respondents are not aware of USDA or its food safety programs, and that British consumers indicate a very low preference for buying American meat over British.
What is the funded activity expected to be?
The program is expected to fund a short, structured exchange visit to the United States that lasts five to seven days. The exchange is designed to provide participants firsthand exposure to the U.S. food and agriculture system.
Who is the intended audience for the exchange visit?
The notice states the exchange is intended for influential UK journalists and food activists, selected to participate in the visit to the United States.
What is the main goal of the exchange visit?
The stated goal is to provide participants with a more detailed, firsthand understanding of the U.S. food and agriculture system from farm to market, including how practices, oversight, and consumer options work in practice.
How long should the U.S. exchange program last?
The planned exchange visit is expected to be five to seven days in length.
What types of sites should the itinerary include?
Based on the notice, the itinerary is expected to include multiple points in the supply chain and policy environment. This includes visits to small, medium, and large farms and operations, plus additional stops that help explain science-based agriculture and oversight.
What kinds of farming and production models should participants see?
The notice expects exposure to different certification and production models, including organic, natural, and conventional systems.
Does the program require visits beyond farms?
Yes. The notice anticipates including research institutions that support science-based agricultural practices and government agencies involved in food safety and nutrition oversight.
Is geographic diversity within the U.S. a requirement?
Yes. A key design requirement is that selected locations should be geographically and culturally diverse so participants see the range of U.S. agricultural production and consumer choices in the marketplace.
What aspects of the consumer marketplace should be covered?
The notice indicates participants should see the variety of consumer choices available in the U.S. marketplace, including how products are labeled and sold.
What type of award mechanism is this?
The award is structured as a cooperative agreement. The notice explains that this typically means the funder expects substantial involvement in shaping or overseeing the project during implementation.
Is this a formula grant or a discretionary competition?
The notice describes the opportunity as discretionary.
What is the funding activity category and CFDA number?
The opportunity is listed under an education-related funding activity category and references CFDA 19.451.
How many awards does the Embassy expect to make?
The Embassy anticipates selecting a single implementer, subject to funding availability.
What is the expected funding amount?
The expected award amount is between $60,000 and $75,000, with a ceiling of $75,000.
Who is eligible to apply?
Eligibility is broad. The notice states that nonprofit organizations (including think tanks and civil society/NGOs), public and private educational institutions, individuals, public international organizations, and governmental institutions are eligible.
Who is the funder?
The opportunity is offered by the U.S. Mission to the United Kingdom (U.S. Embassy London).
What is the funding opportunity number?
The funding opportunity number is DOS LONDON PD 2019 CA 020.
What was the closing date listed in the notice?
The original closing date listed is 2019-08-02, indicating it was a time-limited competition for a specific program cycle.
Does the notice indicate whether funding is guaranteed?
The notice indicates selection is subject to funding availability, which means an award depends on available funds.
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