Consultant for Developing Route to Market for Sales of High-Energy Foods in Northeast Nigeria at Mercy Corps

Locations: Gombe, Borno, Yobe and Adamawa (The Consultant will work in the four states mentioned)
Employment Type: Contract
The Consultant will Report to: The Intervention Officer for Nutrition and Food Systems and RRA DCoP

Purpose / Project Description

• The Feed the Future Nigeria Rural Resilience Activity is a five- year, USAID-funded program which seeks to facilitate economic recovery and growth in vulnerable, conflict affected areas by promoting systemic change in market systems.
• The Activity is part of the U.S. Government's global hunger and food security initiative aimed at giving families and communities in some of the world's poorest countries the freedom and opportunity to lift themselves out of food insecurity and malnutrition.
• The Activity also empowers vulnerable households, communities, and systems to cope with current shocks and stresses and to be prepared to withstand future ones.
• The Activity is implemented by Mercy Corps, with support from the International Fertilizer Development Center (IFDC) and Save the Children (SCI), primarily in the Northeast states of Adamawa, Borno, Gombe, and Yobe.
• The project targets food and nutrition security through social behavior change and communication and food systems strengthening. Given the numbers of food insecure and malnourished people on the rise, the heterogeneity of nutritional statuses and needs, and the worsening context post the COVID-19 pandemic, this has become an urgent challenge for innovative approaches to solving food and nutrition issues.

Consultant Purpose

• The Rural Resilience Activity is exploring to understand better the commercial availability of high-protein, high-energy food products in the North East that improve nutrition at the household level. We believe that access to quality and affordable nutritionally enhanced foods can influence household food and nutrition security, increase household wellbeing and income.
• The purpose of the assignment is to develop a route-to-market strategy that will commercially incentivize manufacturers and traders of high-protein, high-energy food products with new methods of reaching, selling and transacting to drive revenue and profit within Northeast Nigeria.

Specifically, the Consultant will Answer the following Questions:

• Is there demand for high-protein, high-energy food products in North East Nigeria? What is the estimated demand size?
• Can the market be served profitably? What is the estimated market size?
• What is the is the most economically viable distribution model?
• What customer engagement strategies will be necessary to popularize and commercialize the nutritious food products?
• Who are the companies producing high-protein, high energy food products? Are their products currently serving the NE marketplace? Where are these products sold? Provide a stakeholder map of local producers and local supply routes.
• What is the gender dynamics for every component explored in terms of participation of men and women, and young people of different social identities. Explore the differentiation in market size, profitability, distribution models, policies or market practices and the implication of these for them.

Consultant Deliverables
Task 1:

• The consultant will estimate the size of the customer base
• Customer research is critical when choosing the best route to market. The consultant will estimate the customer base for high-protein, high-energy food products.
• Firstly, the consultant will have to hone the understanding of the food products available through the various food manufacturers to suit the customer need and demand.
• The consultant will interact directly with potential customers to conduct market research, using focus groups, customer surveys, prototype testing and interviews.

Key Performance Result:

• Consumer base report. Tools for assessment. Producer Stakeholder map.

Task 2:

• The consultant will develop low-cost distribution channels for food products
• The consultant will develop the most profitable business model for sale of the high-protein, high energy food products. Sales is an area of business that can have the greatest impact on profitability, especially if it includes selling some of the products through lower-cost channels.
• The consultant is to understand which channels can be used for different customers. The proposed business model shall be informed by a thorough analysis of options that can be maintained by lower-cost channels whether direct and indirect - direct channels include sales representatives, physical shops, etc. while indirect channels include direct sales agents, distributors, and franchisees.

Key Performance Result:

• Develop a market roadmap, a sound option analysis model for each of the proposed pathways.

Task 3:

• Develop a balance between market penetration and customer engagement strategies. Using the route to market strategy with a mix of channels and customers engagement strategies.
• Develop an acceptance strategy to facilitate behavioral change on the nutritionally enriched foods at the household level, highlighting market penetration for firms to invest on ready to use products as a form of income generating activity and improved nutrition for women and youth.

Key performance result:

• Business case for investors/companies including a roadmap for implementation.

Task 4:

• Develop a financial model to pitch and guide private sector partners on investment decisions and strategic partnerships to consider in the Northeast.

Key Performance Result:

• Pitch document and Stakeholders’ engagement report. Business case for investors/companies including a roadmap for implementation.

Timeframe / Schedule:

• 35 working days (non-consecutive).

Payment Modality:

• Installments after each milestones.

Milestones

• The consultant will estimate the size of the customer base – 20%
• The consultant will develop low-cost distribution channels for food products.- 30%
• Develop a balance between market penetration and customer engagement strategies- 20%
• Develop a financial model to pitch and guide private sector partners on investment decisions and strategic partnerships to consider in the Northeast and final report.- 30%.

Required Experience and Skills

• 8 -10 years of experience and a proven track record in successful consulting firms or consulting management firms on nutritional-related assessments.
• Advanced University Degree in Business Administration, Marketing, etc.
• Expertise in nutritious food processing (e.g., dairy, livestock, grains, produce).
• Minimum 4 years of experience working with private sector on marketing and sales.
• Working experience engaging key stakeholders in the enabling environment space including government officials, critical support institutions, and experienced private sector professionals.