Agenda item

Report from the Executive Director of Adult Care, Housing and Public Health.

Recommendations:

That Cabinet:

1.    Note the high level of satisfaction with the baby packs, particularly in relation to the quality and usefulness of the items provided.

2.    Approve an open procurement exercise to ensure continuity of registering and delivery of baby packs to Rotherham families.

Consideration was given to the report which provided an update on the progress of the Rotherham Baby Pack Scheme pilot and sought approval to recommission the scheme for a further period of up to four years. On 28 February 2024, the Council approved the Budget for 2024/25, including provision to undertake an open procurement to identify a supplier to provide baby packs to ensure every family had access to essential items from the beginning of a child’s life. Following a competitive tender process, Field Management Ireland (FMI) was awarded the Single Provider Framework Agreement in November 2024. The initial contract covered the supply and delivery of up to 5,600 baby packs, with a maximum annual value of £720,000 over two years, ending on 14 November 2026.

In September 2025, Rotherham Council undertook its first survey of recipients of the Rotherham Baby Pack Scheme to obtain feedback on user experience and impact. The survey indicated that the baby packs were highly valued by expectant parents with 99% of respondents indicating that they would recommend it to others. Satisfaction levels were exceptionally high with an average rating of 4.82 out of 5 for pack quality and 4.87 for the registration process. Respondents consistently highlighted the financial relief provided by the pack, with 78% agreeing it helped save money, and 80% noted its role in

raising awareness of Family Hubs and local support services. Paragraphs 2.4 to 2.8 of the report provided further detail on the consultation with Appendix 1 including the full survey report.

While feedback was overwhelmingly positive, several areas for improvement were identified. The most common suggestions related to earlier delivery of the pack, clearer communication about its contents, and increased promotion of the scheme to ensure wider awareness. Paragraph 2.10 set out the ways in which these issues were being addressed. The proposed actions aimed to enhance the scheme’s impact further, reduce duplication of purchases for parents, and strengthen engagement with local support services. This baseline survey provided a strong foundation for measuring progress and evaluating the effectiveness of any changes in the next survey, which was planned for September 2026.

The report was considered by the Overview and Scrutiny Management Board who advised that the recommendations be supported. Discussions had focused on the cost of the scheme, the impact of multiple births and the reach of the scheme. OSMB had also requested a breakdown of the figures be provided on a ward basis.

Resolved:

That Cabinet:

1.    Note the high level of satisfaction with the baby packs, particularly in relation to the quality and usefulness of the items provided.

2.    Approve an open procurement exercise to ensure continuity of registering and delivery of baby packs to Rotherham families.