Consultancy – Z4ABC Value Chains Market Research

The Center for International Forestry Research (CIFOR) and World Agroforestry (ICRAF) envision a more equitable world where trees in all landscapes, from drylands to the humid tropics, enhance the environment and well-being for all. CIFOR and ICRAF are non-profit science institutions that build and apply evidence to today’s most pressing challenges, including energy insecurity and the climate and biodiversity crises. Over a combined total of 65 years, we have built vast knowledge on forests and trees outside of forests in agricultural landscapes (agroforestry). Using a multidisciplinary approach, we seek to improve lives and to protect and restore ecosystems. Our work focuses on innovative research, partnering for impact, and engaging with stakeholders on policies and practices to benefit people and the planet. Founded in 1993 and 1978, CIFOR and ICRAF are members of CGIAR, a global research partnership for a food secure future dedicated to reducing poverty, enhancing food and nutrition security, and improving natural resources. CIFOR-ICRAF is looking for a

Consultancy – Z4ABC Value Chains Market Research

Overview Zambia for Agroforestry, Biodiversity and Climate (Z4ABC) is a development project funded by the European Union, working towards the transformation of agricultural, forestry and wildlife-based value-chains to become more sustainable, climate-resilient, and productive while simultaneously improving local livelihoods, food security, and biodiversity and to achieve Zambia's Nationally Determined Contributions (NDC) to climate change and mitigation. The project aims to improve livelihoods and climate change resilience of specific agricultural, agroforestry, forestry, and food systems in the Lower Zambezi–Luangwa–Nyika corridor. It also aims to increase the climate relevance of Agriculture and Knowledge Innovation Systems (AKIS) in the Lower Zambezi–Luangwa–Nyika (ZLN) corridor. The final beneficiaries of Z4ABC include local communities involved in the agricultural, forestry, agroforestry, and wildlife value chains (VC) in the ZLN corridor, conservation areas & their buffer zones, including women, youth and the most vulnerable groups. An important element of Z4ABC is to increase value-creation potential of nature-based value chains. For this purpose, it is essential to know which market opportunities exist and how they could potentially be valorized. A market opportunity can be defined as a combination of an application and a customer. The application can be product(s) and/or service(s) that can be offered to the customers and that respond to the needs of customers. Market research, by definition, focuses on finding information about customers’ needs and their problems that a business could resolve, and it can help in formulating the value proposition that is essential in order to convince the customers about the value adding potential of the solution. The purpose of this consultancy is to carry out market research of the value chains that are in the focus of Z4ABC (see “Scope of work” for details).

Duties and responsibilities 1. Objectives of the assignment The consultancy is expected to identify market opportunities by consulting potential customers, such as consumers or commercial business entities, of the target value chains specified under “scope of work”. Later this information will be used to develop marketing strategies for the target products/value webs, and for upscaling innovative value chain solutions through small grants and Business Incubation services of the Z4ABC Project. The specific objectives are to: By considering the Z4ABC’s target VCs and prospective products or services that they can supply, identify the most prominent local, national, and international customers and their needs for these VCs. Determine business customer and consumer preferences, purchasing behavior, and trends for the planned market offering of Z4ABC’s target VCs. Point out i) the gaps that are not addressed by the current market offering of Z4ABC’s target VCs and ii) gaps and barriers of market offering resulting from policies and quality standards that are affecting Z4ABC’s target VCs. The gaps can be related, for example, to the availability of products for which there is demand but not adequate offering; product quality; product or service type, or key actors that are missing in the supply chain (for example marketing, certification, logistics or retailers, if relevant). Assess the value-addition potential of market opportunities identified by the points above and possible challenges faced especially by SMEs, smallholder producers, women and young entrepreneurs in the ZLN corridor in delivering their products to the identified customers. 2. Tasks and Deliverables The consultant will be responsible for conducting the following tasks: For specific objectives a-d): Familiarize him/herself with information that has already been collated by Z4ABC. Carry out complementary secondary research that utilizes already available documents, data and knowledge to describe market offerings, gaps, needs and potential volumes. The focus of this should be on locally derived sources of information and so-called grey literature (i.e., not peer-reviewed scientific publications). For specific objective a): Analyze the competitive landscape of the Z4ABC’s target VCs. Collect information through interviews and document searches and then prepare a list of the potential key customers in Zambia (including potential exporters of products, and certification schemes) and the most relevant key private sector players/actors for these VCs currently operating in Zambia (i.e. producers, transporters, private sector, actors related to quality control and certification, processors, sellers, government actors), their roles, offerings and key strategies. For specific objective b): Primary research: Carry out and report in-person interviews with the representatives of key business actors (for example, top agriculture/forest/wildlife experts, retailers, travel agents, wholesalers, middlemen, processors, marketing experts, representatives of stakeholder organizations, consumer representatives) to gain qualitative data that responds to market needs concerning specific objective b). At least 50 interviews covering at least four value chains shall be conducted. Secondary research: Summarize published knowledge regarding consumer preferences, purchasing patterns and trends of the Z4ABC value chains. For specific objective c): Interview at least five key experts from the government agencies and ministries customs, import and export and regulatory bodies in Zambia to gain understanding of authorities’ perceptions regarding issues, especially policy issues, that are relevant for specific objectives c) and d). Then carry out a systematic comparison of data and results collected for specific objectives a), b) and c) to respond to specific objective c). In addition, this task should consider the training needs and possible gaps in the producer’s capacity to operate as business entities, especially in relation to the needs of the value chains. For specific objective d): Organize a synthesis workshop together with Z4ABC team to develop at least four realistic business scenarios on how the value adding potential can be realized and to point out the most critical demand-related, regulatory, or supply-related risks which can prevent the realization of value addition. This work shall be followed by a rough calculation of the value addition potential. The consultant will produce the following deliverables: A concise plan for data collection and fieldwork within three weeks after stating the contract. Interim report on the progress and preliminary results of the consultancy in the form of a presentation given to CIFOR and Z4ABC team. A market research report that summarizes the findings of the study for specific objectives a)-c) and marketing strategy suggestion of specific objective d) for at least four value chains. Co-lead a synthesis workshop. Presenting the report at a stakeholder workshop As for other reporting, the consultant will provide regular updates on the progress of the market research. The final report will be a comprehensive document that summarizes the findings of the study and provides recommendations for the marketing strategy. Requirements At least MSc in Business management, Economics or Commerce with a major in marketing. PhD in related fields is an advantage. At least 10 years of experience in conducting market research in the agriculture, forestry and/or Wildlife sectors Strong analytical and research skills Excellent written and verbal communication skills Excellent interpersonal and with the ability to effectively interact with people in a multi-disciplinary and multi-cultural environment. Excellent knowledge of value chain analysis in Zambia Experience working with a wide and diverse network of groups, individuals, and farmers.

Education, knowledge and experience

• • At least MSc in Business management, Economics or Commerce with a major in marketing. PhD in related fields is an advantage. • At least 10 years of experience in conducting market research in the agriculture, forestry and/or Wildlife sectors • Strong analytical and research skills

  Terms and conditions

  • • A Technical and Financial proposal which should include a description of the methodology to be used, data to be collected, and a schedule of planned activities. • CV(s) of the professional(s) with suitable references to undertake the consultancy. • Two (2) samples of previous work related to this assignment.

    Application process The application deadline is 30 Oct-2023
    We will acknowledge all applications, but will contact only short-listed candidates.