Fruit Processors’ Engagement, Market Survey, Roadmap Development and Product Positioning Strategy

Issued by

The Global Alliance for Improved Nutrition (GAIN)

Request for proposals

I.    ABOUT GAIN   2

II.  BACKGROUND   2

III. SCOPE OF WORK AND DELIVERBALES  3

IV.PROPOSAL OUTLINE AND EVALUATION CRITERIA  5

V.   SUBMISSION GUIDELIENS  6

1.  About gain

The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation launched at the UN in 2002 to tackle the human suffering caused by malnutrition. Headquartered in Geneva, Switzerland, GAIN has Programmes and projects being carried out in a variety of other countries, particularly in Africa and Asia. Working with both governments and businesses, we aim to transform food systems so that they deliver more nutritious food for all people.

At GAIN, we believe that everyone in the world should have access to nutritious and safe food. We work to understand and deliver specific solutions to the daily challenge of food insecurity faced by poor people. Our programmes in Africa and Asia enable better diets via nutritional products, such as fortified staples foods, including cooking oil and flour, and condiments like salt and soy sauce. We also support improved maternal and infant health by promoting breastfeeding and specialised products for infants over six months and young children. In addition, we partner with local businesses to improve the quality of food along agricultural value chains. By building alliances that deliver impact at scale, we believe malnutrition can be eliminated within our lifetimes.

By understanding that there is no “one-size-fits-all” model, we develop alliances and build tailored programmes, using a variety of flexible models and approaches.We build alliances between governments, local and global businesses, and civil society to deliver sustainable improvements at scale. We are part of a global network of partners working together to create sustainable solutions to malnutrition. Through alliances, we provide technical, financial and policy support to key participants in the food system. We use specific learning, evidence of impact, and results of projects and programmes to shape and influence the actions of others.

2.  Background

Pakistan's agricultural sector faces a significant challenge in post-harvest losses of fruits, with up to 30% of the harvest lost before reachingconsumers. Globally, inadequate post-harvest handling and storage practices result in the loss of up to 45% of fruits and vegetables annually.However, initiatives like the development of Nutritious fruit bars offer a promising solution to mitigate post-harvest losses and provide nutritious foodoptions, particularly for low-income consumers. These initiatives not only reduce food waste but also enhance food availability and accessibility,promoting food security and contributes to the economic growth. Keeping this background in view, Global Alliance for Improved Nutrition (GAIN) Pakistan has launched a transformative project, "Nutritious Fruit Bars,"aimed at revolutionizing the fruit value chain in Pakistan. This initiative is supported by the Danish International Development Agency (DANIDA) andleveraging SUN Business Network (SBN) to facilitate technical expertise and assistance from Arla Food Ingredients (AFI). The project will capacitateprivate sector members, particularly those involved in fruit processing, to develop innovative and affordable nutritious fruit-based products, with a focus on sustainability and collaboration.

GAIN plans to hire a consultant/firm/institute to map and engage fruit processors, conduct market survey, and product positioning strategy and project roadmap.

3.  GEOGRAPHICAL COVERAGE

Initially the project will be implemented in the following locations, which may be extended to other locations based on the success of the project:

1. Gilgit/Baltistan

2. Hyderabad/Sukkar/Karachi

3. Lahore

4.  scope of work and deliverables

4.1. Objective

To map fruit processors, engage with them to secure their involvement in the project, conduct a market survey to assess the availability, affordability and demand for similar products, develop a roadmap for the project execution, and recommend strategies for positioning the product in the market.

4.2. Scope of Work:The consultant is expected to perform the following tasks:

Fruit Processor Engagement: Identify and map potential fruit processors capable of producing high-quality fruit-based bars.

Hold initial meetings with selected fruit processors to introduce them to the project objectives and secure their commitment to participate in the development process.

Market Survey: Conduct a comprehensive market survey to assess the availability of fruit-based bars in the market. Evaluate consumer preferences, demand trends, pricing strategies, and competitive landscape related to similar products. Provide insights into potential market gaps and opportunities for differentiation.

Regulatory Compliance Assessment: Review of regulatory requirements pertaining to the production, labelling, and marketing of fruit-based bars for school-aged children. Document applicable regulations, standards, and guidelines from relevant authorities such as the Food Authorities, PSQCA or equivalent regulatory bodies. Prepare a Checklist of compliance requirements covering aspects such as ingredient sourcing, nutritional labelling, allergen declarations, and health claims.

Roadmap Development: Develop a detailed roadmap outlining key activities, deliverables, and timelines for the project. Identify critical tasks and dependencies to ensure efficient execution of the project plan. Propose strategies for mitigating risks and addressing potential challenges throughout the project lifecycle.

Product Positioning Strategy: Recommend strategies for positioning the protein-balanced fruit-based bars in the market. Define target customer segments and outline messaging and branding strategies to appeal to school-aged children and their parents. Provide guidance on the packaging design, pricing structure, and distribution channels to maximize market penetration and profitability.

4.3. Expected Deliverables:

Following deliverables need to be included in the draft and final report.

ü  List of potential fruit processors with detailed profiles, contact details, production capacity, and product range etc.

ü  Meeting summaries outlining the discussions held with each fruit processor, including their level of interest and commitment to the project.

ü  Market Survey: Comprehensive report detailing findings from the market survey, including analysis of existing fruit-based bars in the market, Consumer preferences and demand trends, Competitive landscape assessment, Identification of market gaps and opportunities. product development etc.

ü  Documentation of applicable regulations, standards, and guidelines from relevant authorities and checklist of compliance requirements covering aspects such as ingredient sourcing, nutritional labeling, allergen declarations, and health claims etc.

ü  Roadmap Development: Detailed project roadmap outlining key milestones, deliverables, and timelines, Task breakdown highlighting critical activities and dependencies, Risk assessment and mitigation strategies.

ü  Product Positioning Strategy: Strategic recommendations for positioning the protein-balanced fruit-based bars in the market, including Target customer segments and personas, Branding and messaging strategies, Packaging design concepts, Pricing structure recommendations, Distribution channel strategies.

5.  Time Frame:The required services need to be completed in a time of 4 - 5 months.

6.  Proposal Outline

The consultant/service provider needs to prepare and submit a technical proposal with the following headings:

ü  Introduction of the consultancy firm/consultant

ü  Executive Summary

ü  Objectives

ü  Methodology

ü  Scope of Work including timeline and milestones

ü  Previous Relevant Experience

ü  Team Member’s Competencies/CVs and Clear Roles and Responsibilities

ü  Deliverables

ü  References

The financial proposal should indicate the following details:

ü  Budget Items

ü  Unit Cost

ü  Activity Cost

ü  Personnel Cost

ü  Travel and Accommodation Cost

ü  Taxes

ü  Admin Cost

ü  Profit Margin 

The total proposed budget should include all items like fees, travel, meetings/workshops/FGDs, Taxes etc.

5.   Evaluation Criteria:

ü  Demonstrated expertise and experience in the relevant areas.

ü  Clarity of the assignment and technical soundness of the proposal

ü  Relevant qualifications, and experience of the proposed team members with clear roles and responsibilities.

ü  Alignment with project objectives and deliverables.

ü  Cost-effectiveness of the proposed budget.

ü  Timeline

Disclaimer:GAIN reserves the right to accept or reject any proposal received, to request additional information form any proposer, and to negotiate with any qualified proposer.