Consultancy- Aseptic Orange Fleshed Sweet Potato puree market penetration strategy for low-income areas in Kenya

The International Potato Center (CIP) was founded in 1971 as a research-for-development organization with a focus on potato, sweetpotato and andean roots and tubers. It delivers innovative science-based solutions to enhance access to affordable nutritious food, foster inclusive sustainable business and employment growth, and drive the climate resilience of root and tuber agri-food systems. Headquartered in Lima, Peru, CIP has a research presence in more than 20 countries in Africa, Asia and Latin America.

CIP is a CGIAR research center, a global research partnership for a food-secure future**.** CGIAR science is dedicated to reducing poverty, enhancing food and nutrition security, and improving natural resources and ecosystem services. Its research is carried out by 15 CGIAR centers in close collaboration with hundreds of partners, including national and regional research institutes, civil society organizations, academia, development organizations and the private sector. www.cgiar.org

BACKGROUND

The first continuous flow microwave system for production and packaging of aseptic Orange Fleshed Sweet Potato (OFSP) puree has been set up in Kenya with a local private processing company. Currently, fresh OFSP puree which requires cold chain storage is being produced in Kenya. However, the aseptic OFSP puree can be stored at room temperature for up to 2 years and thus opens up a new market for the product and expands on the already existing one. To ensure the successful dissemination and adoption of this new product, market studies are crucial. Thus, CIP is seeking to recruit a consulting company for the development and testing of market penetration strategies for domestic markets and low-income consumers.

KEY RESPONSIBILITIES (TOR’s)

· Review existing OFSP puree market and consumer survey reports to gain insights on customer awareness, attitudes, product perceptions, willingness to buy and willingness to pay for OFSP puree and OFSP puree-based products such as bread, buns, chapati, amongst others

· Identify low-income areas in Nairobi with diverse gender and socio-economic customer profiles to target for tailored awareness messaging

· Design tailor-made promotional materials for marketing OFSP puree and the finished products to each of the areas of interest

· Conduct pilot studies to assess the effectiveness of the marketing tools developed and improve where needed

· In collaboration with the OFSP puree private processor, develop product price points and suitable product distribution channels that meet both supplier and customer expectations

· Develop market penetration strategies to be piloted in low-income areas of Nairobi to test product adoption, measure successes and document lessons

· Recommend the final market penetration strategies for adoption in different areas for maximum impact guided by results from pilot runs, supplier, and customer expectations.

Proposal Presentation

The consultant firm is requested to present a proposal composed of two parts:

· A formal financial proposal document, responding to the specific requirements listed above, the expected engagement and documentation from CIP, and a price quotation for the services

· A technical proposal presentation of the proposal, focusing on the methodology proposed for the analysis and stakeholder meeting, the qualifications of the proposed team and expected level of engagement from CIP staff

SELECTION CRITERIA (ELIGIBILITY)

· Registered consultancy firm with an office in Nairobi and a proven track record of conducting similar studies

· Ability to start as soon as possible

· Duration: October – December 2021

How to apply

· Bidders should provide a technical and financial proposal in two separate attachments clearly marked “Technical Proposal” and “Financial Proposal” and Subject line “CONSULTANCY: Aseptic OFSP Market penetration strategy” and addressed to: a.malome@cgiar.org to be received latest by 10:00 a.m. EAT Tuesday 7^th October 2021.

Screening of applications will begin on or around 7^th October 2021

Learn more about CIP by accessing our web site at http://www.cipotato.org.

CIP does not charge a fee at any stage of the recruitment process (application, interview meeting, processing or training). CIP also does not concern itself with information on applicants’ bank accounts.