TERMS OF REFERENCE: CONSULTANCY FOR THE SUPPORT OF EXPORT-ORIENTED PRODUCERS ON MARKET RESEARCH

1. Introduction

Cordaid Rwanda, in partnership with the National Agricultural Export Development Board (NAEB), is implementing the Promoting Smallholder Agro-Export Competitiveness Project (PSAC). The project aims to enhance the competitiveness and sustainability of smallholder producer organizations in Rwanda’s coffee, tea, and horticulture value chains. It focuses on strengthening producer organizations in governance, agribusiness, financial management, and climate-resilient agricultural practices to ensure their effective participation in competitive markets.

Cordaid Rwanda seeks the services of a qualified consultancy firm to conduct a quick assessment/screening of existing access to market approaches for targeted VCs and relevant stakeholders/mapping and SWOT analysis and Assist producers in exploring and penetrating new/emerging markets (conduct market research and intelligence - understanding market demands, consumer behavior

2. Objectives of the Assignment

The overall objective of this consultancy is to provide evidence-based insights that will inform interventions aimed at improving market access and competitiveness of smallholder producers. Specifically, the assignment will:

• Conduct a SWOT analysis of existing access-to-market interventions targeting women, youth, and relevant stakeholders in the project’s targeted value chains includes Coffee, tea and Horticulture.
• Assist Farmers in exploring and penetrating new/emerging markets by conducting market research and intelligence. This will include understanding market demands, consumer behavior, preferences, and potential barriers.

3. Scope of work and deliverables

The selected service provider will be responsible for the following tasks:

Task 1: Conduct a SWOT analysis of existing access-to-market interventions targeting women, youth, and relevant stakeholders in the project’s targeted value chains includes Coffee, tea and Horticulture.

1. To identify strengths, weaknesses, opportunities, and threats for existing access to market approaches/interventions targeting actors in tea, coffee and horticulture VCs. This will help design the access to market approaches that respond to the needs.
2. Conduct research on how women and youth are currently accessing the market, what approaches they use, the challenges they face, the opportunities available and provide recommendations on the approaches that could provide better market access for women and youth.
3. Produce a report highlighting lessons learned, gaps, and opportunities for scaling and adaptation in PSAC value chains.

Deliverable: Comprehensive SWOT Analysis Report.
Timeline: 7 days after signing the contract.

Task 2: Assist Farmers in exploring and penetrating new/emerging markets by conducting market research and intelligence. This will include understanding market demands, consumer behavior, preferences, and potential barriers.

1. Conduct research on local, regional, and international markets relevant to coffee, tea, and horticulture value chains.
2. Analyse consumer demand trends, preferences, and buying behaviour.
3. Identify potential barriers to market entry, such as quality standards, logistics, and compliance requirements.
4. Establish strong market linkages, and secure sustainable supply contracts

Deliverable:

• Facilitate at least one market linkage session between potential producers and buyers (preferably exporters already participating in identified markets)
• Facilitate an information sharing session with selected farmers to present key findings including potential market opportunities as well as they penetration requirements.
• Market Research and Intelligence Report with recommendations.
• Facilitate the establishment of at least 5 potential supply contracts for farmers

4. Methodology

The consultancy firm is expected to propose a clear and robust methodology that combines desk research, key informant interviews, focus group discussions, and analysis of market data. The approach should ensure practical, context-specific findings that can directly inform project interventions

5. Team qualification

The proposed key experts for the assignment are detailed in the table below

6. Submission guidelines

The interested service provider should submit the following documents

• Administrative documents : Copies registration certificates, Tax clearances etc.
• Technical proposal: The proposed structure of the technical proposal, along with a clear table of contents, is as follows:

1. Profile of the service provider: Provide an overview that highlights your expertise and experience relevant to the task. This section aims to establish your credibility and suitability for the project.
2. Background of the assignment: demonstrate the understanding of the assignment, the context, background, and relevance of the assignment.
3. Objectives and scope: Clear statement of the assignment specific objectives, scope of work, including boundaries and deliverables.
4. Methodology/Approach: A detailed explanation of the methods, techniques, and processes for the two activities to be used in carrying out this assignment. This section should describe how the service provider intends to achieve the key expected results and deliverables of the assignment, using a well-justified approach and methods.
5. Work Plan/Timeline: Outline of the key activities, milestones, and deliverables; A timeline showing the phases of the project and the estimated time for completion.
6. Team Composition: A description of the team members, their roles, qualifications, CVs, copies of degrees and proof certificates of similar works completion from either the company or the members.

• Financial proposal: detailing cost associated with the implementation of this assignment. This needs to be submitted as a separate document.

7. Evaluation criteria

Application will be evaluated based on:

1. The service provider must first meet the administrative document requirements mentioned above.
2. Proposed technical proposal with clear methodology (30%)
3. Company relevant experience (20%)
4. Relevant experience and qualifications for key experts (30%)
5. Cost effectiveness (20%)

Application should be submitted to info@cordaid.org and with copy to apollinaire.nshimiyimana@cordaid.org, and with copy to 5th September 2025 3:00 PM

1. Confidentiality and Proprietary Rights 

All deliverables, including the developed solutions, will become the property of Cordaid and its partners. The service provider must maintain strict confidentiality regarding any proprietary or sensitive information obtained during the assignment. 

8. Right to Cease Advertisement

Cordaid reserves the right to withdraw or cease the advertisement for this consultancy at any time prior to the signing of a contract. This decision may be made at Cordaid's discretion and without obligation to provide reasons for such withdrawal. All interested parties will be promptly notified if the advertisement is ceased.

9. Duration of the assignment

The assignment will start immediately after signing the contract and will be implemented according to the delivery timeline.

10. Contact information

For further information or queries regarding the terms of reference please contact jeandedieu.hakizmana@cordaid.org 

Patrick BIRASA

Country Manager

Cordaid Rwanda