Request for a Consultant to
“Provide In-Market Support to CARIFORUM Agro Processing firms at ANUGA 2015”
Terms of Reference
ANUGA, 10th to 14th October 2015
I.
1.1
CONTEXT
BACKGROUND
The CARIFORUM1 Agro-processing sector is mainly made up of micro, small and medium
sized enterprises (MSMEs) involved in the processing of or adding value to traditional agricultural products such as fresh fruits and vegetables for domestic use and export. The main
products manufactured in the CARIFORUM include, but are not limited to, margarine, jams,
jellies, condiments, snacks, fruit juices, alcoholic and non-alcoholic beverages and various
cake products. There are an estimated number of over 300 agro-processors in CARIFORUM
who are mainly located in the larger countries like Trinidad and Tobago, The Dominican Republic, Guyana, Jamaica and Suriname but also in smaller countries like Barbados, Belize and
St Lucia2
Over the years the “Deutsche Gesellschaft für Internationale Zusammenarbeit” (GIZ) in partner with the Caribbean Export Development Agency (Caribbean Export), have assisted CARIFORUM businesses towards becoming more competitive and export ready in order to better
access opportunities existing under the Economic Partnership Agreement (EPA) into Europe.
The development agencies through this consultancy seek to provide further such support by
assisting agro processing firms in developing an understanding of how to gain market access
into EU markets by facilitating participation of these firms in the international trade show
ANUGA.
ABOUT CARIBBEAN EXPORT:
Caribbean Export is the only regional trade and investment promotion agency in the African,
Caribbean and Pacific (ACP) group. Caribbean Export’s mission is to increase the competitiveness of CARIFORUM countries by providing export development and investment promotion services through effective programme execution and strategic partnerships. This event
is directly relevant to Enhancing Competitiveness and Promoting Innovation among the CARIFORUMs private sector – high potential niche sectors identified by the Region strengthened
to benefit from EPA provisions (Agro processing) which is one of the objectives of the EU
funded 10th EDF Regional Private Sector Development Programme (RPSDP) being implemented by Caribbean Export3.
1
Antigua and Barbuda, The Bahamas, Barbados, Belize, Dominica, Dominican Republic, Grenada, Guyana, Haiti,
Jamaica, St Kitts & Nevis, Saint Lucia, St Vincent & the Grenadines, Suriname and Trinidad & Tobago
2 The Specialty Food Diagnostic Study
3 For more information please visit www.carib-export.com
1|P a g e
ABOUT GIZ:
GIZ is the implementing agency of the German government for technical cooperation. GIZ
implements an EPA Implementation Support Project which was established in 2010 by the
German Federal Ministry for Economic Cooperation and Development. The Project is located
in Barbados and provides support for the implementation of the EPA through the provision
of assistance to regional and national organizations in both the private and public sectors4.
ABOUT ANUGA:
“ANUGA Fine Food” is the world's most premier exhibition for gourmet and delicatessen
products. ANUGA is not only the largest food and beverage fair in the world, it´s also the sector´s most important fair for new markets and target groups. It is the perfect venue for all
the latest trends and themes in the food and beverage industry and a great place to make
first-rate contacts and business deals. The event will be held at the Cologne International Expo-Centre and is organized by Koelnmesse GmbH. In 2014 ANUGA was attended by 6,777
companies from 100 countries and occupied a gross exhibition space of 284,000 m². Over
155,000 trade visitors from 180 countries attended the exhibition5.
First exhibiting in the year 2013, Caribbean Export’s “Caribbean Kitchen” Pavilion will be
making its second appearance this year at the ANUGA 2015 Trade Show to be held from October 10th – 14th, 2015 at the Koelnmesse, Cologne, Germany. Through this pavilion Caribbean Export, in partnership with GIZ, will present the flavour, taste and aroma of CARIFORUM
food and culture. The Pavilion will provide regional exporters in the Agro Processing industry
(exporters and firms currently with the capacity to export) the platform to exhibit and attract
buyers from across the European Union markets. An important part of this project will be
match-making between regional firms and potential buyers from these markets through prearranged business-to-business (B2B) meetings.
Key elements in the Caribbean Kitchen Pavilion at ANUGA 2015 will include the following:
 An Exhibition;
 B2B Meetings
 Market research activities
 Networking to garner buyers’ interest
 Marketing and food taste testing of Caribbean products
1.2 Objectives
The main objectives of the trade fair are to create greater awareness about Caribbean
cuisine overall and the agro processing products available from the region, thus increasing international demand for such goods.
Specifically the Caribbean Kitchen Pavilion is expected to:
4
For more information please visit our facebook page http://goo.gl/qRupPy
5 http://www.anuga.com/anuga/index-2.php
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1. Facilitate direct export opportunities for participant firms via business to business
meetings;
2. Market Caribbean cuisine through the “Caribbean Kitchen” pavilion brand at the
event and create greater international awareness and demand for Caribbean cuisine and agro products;
3. Create networking links for future joint venture opportunities in Germany/Europe
via relevant business support organizations from the EU e.g. Chambers of Commerce and Export/Import Agencies;
4. Encourage the participation of CARIFORUM missions abroad in export promotion
via the provision of buyer’s requirement kits to be developed by the consultant;
and
5. Be appraised on how the Economic Partnership Agreement (EPA) can be used to
gain access into EU markets and provide recommendations on the way forward.
1.3
SCOPE OF WORK OF THE CONSULTANCY
MAIN ACTIVITIES:
The consultant will be responsible for the following:
1. Attracting appropriate buyers to visit the exhibition booth;
2. Recruiting buyers to attend business to business meetings. To facilitate export business matchmaking (B2B – direct buyer/seller) meetings with EU firms, with pairings
mutually complimenting CARIFORUM products offered; the consultant will be required to present a schedule of confirmed meetings for each participant. To contact
and involve EU Import-Export Associations, Chambers of Industry and Commerce and
other relevant agencies in Germany/EU in the research for buyers;
3. To conduct market research of the German/EU market for the relevant product
groups and provide a contact list of targeted buyers to GIZ and Caribbean Export for
future such initiatives;
4. Managing the general activities of the Pavilion;
5. Contribution to the selection process of CARIFORUM firms to attend Anuga. Selection
of the most appropriate products for booth display and provide guidance on each
producer’s product catalogue, presented electronically and physically;
6. Oversee the on-site building of the booth and support in determining the ‘look’ and
‘feel’ of the Caribbean Kitchen Pavilion booth based on a pre-existing design which
shall be provided to the consultant;
7. To coach as well as provide the CARIFORUM exhibitors with trade show preparation
and participation guidelines/toolkits before the trade fair, in order to assist them in
maximizing the benefits of the show (e.g. highlighting do’s and don’ts when meeting
with buyers). This shall include briefing the selected firms on how the EPA and its role
on market access into the EU is relevant to their product(s). This shall include an in
person session conducted day before the trade fair;
8. To develop a ‘Buyer Profile Booklet’ containing contact information of the recruited
EU buyers as well as additional relevant buyers and market contacts (e.g. agents, disPage 3 of 7
tributors etc.). This should include tips which identify/suggest strategies and tools to
be used in reaching prospecting buyers in light of market access benefits available to
CARIFORUM suppliers under the EPA Agreement;
9. To provide strategic trade mission support to Caribbean Export in liaising and coordinating with key contacts including the press;
10. To provide a detailed interim and final report on the Consultancy to GIZ copied to
Caribbean Export. The reports should include an outline and evaluation of the activities, outcomes and results (expected for interim), and should be supported by data
and recommendations. Annexes should include buyer profiles, and German/EU BSO
contact list (for interim a draft outline and in final report the completed documents);
and
11. To assist where necessary providing in-market follow up support on behalf of GIZ and
Caribbean Export.
II.
CONSULTANCY OUTPUTS
2.1
Deliverables
The expected outcomes of this consultancy include the following:
1. Direct Coaching provided to exhibiting CARIFORUM firms before, during and after
the event;
2. Relevant market research conducted and at least 5 to 10 German/EU buyers recruited per exhibitor to attend business to business meetings according to the
products offered by the CARIFORUM companies;
3. At least 2 to 3 business meetings conducted for each exhibitor with recruited
German/EU companies;
4. The exhibitors shall be provided with the contact information of the recruited
buyers beforehand via a company profile booklet developed by the consultant for
each exhibitor;
5. A company profile sheet shall be developed for each exhibitor to be distributed to
the EU buyers recruited, as well as sufficient copies for distribution during the
Trade Fair;
6. A buyer contact directory developed and submitted to the Agency (electronic
format) containing key buyers relevant for the exhibitors’ products and other valuable contact points such as EU Chambers of Commerce and Export/Import Agencies;
7. On-site support provided for the design and building of the “Caribbean Kitchen”
pavilion booth;
2.2
REPORTING
The consultant shall provide the following reports:
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i.
ii.
An interim report which should include a detailed work plan that clearly indicates
the schedule for accomplishing planned objectives and deliverables and
A final report which includes the successes, challenges and recommendations as
well as booklet containing tips and buyer/other key contacts annexed.
The reports shall mention the above deliverables and shall be delivered electronically (In
word format) to The GIZ Executive Project Manager, Dr Rainer Engels and Caribbean Export’s
Manager, Competitiveness and Innovation Mr Chris McNair.
III.
DURATION OF CONSULTANCY
We estimate that this consultancy shall be approximately 50 to 60 man-days and shall commence in June and end in November 2015.
IV.
QUALIFICATIONS & EXPERIENCE
The consultant should possess the following expertise and experience:
 At least a Master’s degree in Marketing, Sales or Business Administration or equivalent qualifications;
V.

A minimum of 12 years’ experience in the agro processing industry and market;

Demonstrated knowledge of the German/EU Agro processing Industry;






Experienced in B2B match-making;
Established buyer relationships with retail channels in Germany/EU is a plus;
Excellent communication and presentation skills;
Based in Germany or Europe
Knowledge of CARIFORUM agro processing industry would be a great asset;
Fluent in English and knowledge of Spanish, French or Dutch would be an asset.
PRESENTATION OF PROPOSALS & SELECTION CRITERIA
5.1 The interested consultant(s) should submit a proposal to GIZ briefly outlining:
i. Methodology for conducting the work under this consultancy (max 2 pages);
ii. Proposed work plan with a chronogram of deliverables (max 5 pages);
iii. The names and CVs of the individual consultant(s) to be assigned to this consultancy;
iv. The estimated number of days on the assignment; and
v. Itemized budget and indication of the total cost of the proposed work plan.
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An overall breakdown of activities and allocated costs should also be included such as the
example seen below:
No.
1
Activity
Unit Cost
(US$)
BEFORE TRADE FAIR
Contribution to the selection process of CARIFORUM firms to attend Anuga. Selection of the
most appropriate products for booth display and
provide guidance on each producer’s product
No. of Man
Days
Total Cost
(US$)
1
catalogue, presented electronically and physically.
2
3
4
5
6
7
8
9
10
11
Direct Coaching provided to exhibiting CARIFORUM firms before, during and after the event.
Relevant market research conducted and at
least 5 to 10 German/EU buyers recruited per
exhibitor to attend business to business meetings according to the products offered by the
CARIFORUM companies.
Coordinating the execution of at least 2 to 3
business meetings conducted for each exhibitor
with recruited German/EU companies.
Managing the general activities of the Pavilion
6
An in person session conducted day before the
trade fair and actual conducting of session
(preparation and execution)
Help to coordinate the booth construction (includes, but is not limited to, booth display and
joint promotional material).
To provide strategic trade mission support to
Caribbean Export in liaising and coordinating
with key contacts including the press
2
To develop a ‘Buyer Profile Booklet’ containing
contact information of the recruited EU buyers
as well as additional relevant buyers and market
contacts (e.g. agents, distributors etc.)
To assist where necessary providing in-market follow up support on behalf of GIZ and Caribbean
Export
Preparation and submission of final report
Total
4
8 to 10
4
50 to 60
days
$
GIZ and Caribbean Export will select the best proposal.
Please note: In their proposal submission the consultant is free to propose changes to the above table based upon their expert experience.
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5.2
Submission of Proposals (electronically only)
Proposals should be submitted no later than May 22nd 2015, electronically and in English to
Ms Ginelle Greene, GIZ Private Sector Officer at email [email protected]; copied to Mr
Damie Sinanan Caribbean Export, Special Advisor-Export Development at email [email protected].
Additional Contact Details:
Address:
GIZ/Caribbean Export Development Agency,
1st Floor Baobab Tower,
Warrens, St. Michael BB 22026,
Barbados.
Tel: +1 (246) 436-0578; Fax: +1(246) 436-9999
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