Animal Feed (Bloodmeal) Commercialisation Strategy Development, IMSAR-Rwanda
Company Overview
Palladium is a global leader in the design, development and delivery of Positive Impact - the intentional creation of enduring social and economic value. We work with foundations, investors, governments, corporations, communities and civil society to formulate strategies and implement solutions that generate lasting social, environmental and financial benefits.

For the past 50 years, we have been making Positive Impact possible. With a team of more than 2,500 employees operating in 90 plus countries and a global network of more than 35,000 technical experts, Palladium has improved - and is committed to continuing to improve - economies, societies and most importantly, people's lives.

Palladium is a child-safe organisation, and screens applicants for suitability to work with children. We also provide equal employment to all participants and employees without regard to race, color, religion, gender, age, disability, sexual orientation, veteran or marital status.

Project Overview and Role

The DFID supported Improving Market Systems for Agriculture in Rwanda (IMSAR) programme is a 4-year market system programme that will help to commercialise agriculture by improving the way agricultural market systems function, making them more effective, participatory (by including poor farmers and other disadvantaged groups), and more competitive. In so doing, it will contribute to increasing the incomes of poor households in targeted agricultural market systems. It is being implemented by Palladium.

IMSAR is partnering with a local feed producer, which is focused on fish feed production and interested to explore blood meal as an alternative source of protein for its fish feed formulations.

The consultant will work with the company and IMSAR remotely and in-country between February 2020 and June 2020. IMSAR shall facilitate the introduction meeting, and thereafter the consultant shall work directly with the company.

The consultant will work directly with the company and IMSAR. All outputs will be channelled through and approved by both the company and IMSAR ahead of any payment processing. The consultant shall submit timesheets in prescribed format to IMSAR for review and processing at each stage.

Responsibilities

Broadly, the purpose of this assignment is to provide technical inputs towards developing and piloting blood meal feed products for fish. The TA shall also advise on the technical and financial feasibility of blood meal and provide technical support to the company on product formulations, quality, equipment/ technology needed, an investment plan, distribution plan and conduct product trials. If viable, this assignment is expected to input into the design of a bigger intervention for scaling up blood meal production and distribution at a commercial scale.

The consultancy will provide remote and in-country technical support to include the following components:

Phase 1:
Feasibility of blood meal production
  • Look at the supply of raw materials for blood meal, both current and future, and determine what this means for blood meal in the country.
  • Advise on appropriate technical requirements, for commercially viable blood meal production
  • Assess technical requirements for equipment, feed formulations knowledge, standards and recommend prototype feed types to be piloted
  • Conduct a sustainability assessment focusing on the entire chain from sourcing of raw blood from abattoirs to marketing and distribution
  • Conduct a cost-benefit analysis between existing protein sourcing and blood meal; additionally, list out what incentives (economic and non-economic) households have in switching to blood meal constituted feed.
  • Estimate the potential demand for the product from households
Develop and test blood meal fish feed product
  • Lead the process of developing a prototype blood meal-based fish feed product
  • Support private sector feed company to upgrade feed formulation, scale-up utilisation of blood meal, achieve quality and efficiency in production and distribution

If Phase 1 is positive based on mutual agreement between IMSAR and its partners, then the assignment will move to phase 2.

Phase 2:

Develop a business plan for blood meal for commercial blood meal production and distribution:
  • Provide technical review and strategic design of a new marketing and distribution plan according to the following five key pillars:
    1. Positioning - what are the key points of difference for the current and new brand of feed? What are the unique selling points of the brand and what is the potential messaging for consumers? How are competitor products positioned? Is it more affordable, smaller formats, better FCR's, reliability, availability, reputation etc. This key messaging will be explored and tested with consumers before the development of a new brand and marketing collateral.
    2. Packaging - what pack sizes will the product be sold in? Who are the potential packaging suppliers, what are their minimum quantity orders, what are their costs, are there any considerations in terms of specification, bulkiness, weight, durability, carrying capacity among others? How are competitor products packaged and what format sizes?
    3. Pricing - what are the pricing models for each format size? Are they competitive with substitute products? Are there any ways of incentivising downstream partners to further drive sales through increasing margins? Are there any product launch price promotions or discounts that could help with market entry?
    4. Placement - which market channels will be targeted? Who are the potential downstream partners? Within each market channel, how will the product be placed within the store? Is it relevant to consider planogram within agro-dealers for example?
    5. Promotions - develop a promotional strategy where possible including below the line activities (online, social media, in-store brochures and banners, demonstrations) as well as above the line (radio jingles, TV adverts etc.). Explore and identify potential partners to undertake co-promotional activities with, for example other input companies providing complementary products or services.
  • Oversee a small and targeted consumer perception study of existing company fish feed customers as well as fish farmers who are not current customers.
  • Oversee and provide inputs to the design of a new brand, packaging materials and labelling. Ensure this design includes a visual identity manual that can be translated to a range of different applications.
  • Provide technical support and capacity building to the company's marketing and sales division. The consultant shall advise the company on structuring sales and promotions targeting smallholder farmers
  • Develop a blood meal product launch plan/strategy and backstop the company team to facilitate this event
Deliverables

Phase 1

1. Technical feasibility analysis of blood meal production (February 2020)
  • Technical analysis report
  • Sustainability analysis report
  • Cost-benefit analysis and business modelling report
  • Report on product prototype developed.

2. Develop and test blood meal fish feed product (March 2020)
  • Blood meal-based fish feed product
  • Report on market trials and evidence of improved quality, efficiency and adoption

Phase 2

3. Develop a commercially viable model for blood meal (May 2020)
  • A business plan for commercial blood meal production and distribution. It should also include a technical, and financial feasibility analysis and investment plan for blood meal feed model and other components in feed production and distribution plan

Proposal Submission:
Interested applicants must submit their proposal via email to David Byiringiro at David.byiringiro@thepalladiumgroup.com. All applications should be composed of:
  • Consultant CVs
  • Technical and Commercial Proposals which should outline:
    • How the study will be conducted (research methodology)
    • Expected level of effort in terms of workdays broken down by activities
    • Expected budget and timeline broken down to working days
  • Client names and brief description of relevant projects worked on in the last five years

Requirements

To undertake this work, the consultant will have the following competencies:
  • Educational qualifications in the fields of animal feed production, agriculture, business or trade.
  • Experience in research and/or blood meal production technologies
  • Experience in conducting similar assignments within the East Africa region
  • Experience in Rwanda, or knowledge in the Rwanda context
  • Evidence of developing quality business plans in the East African region
  • Knowledge of private sector dynamics in the East African region
  • Excellent written and verbal English; understanding of Kinyarwanda would be preferred
  • Proven track record of working in a multi-cultural and multi-disciplinary environment
  • Highly developed communication skills, including evidence of the preparation of high-quality reports
Qualifications:

Details
Rwanda
Closing date:
25 January 2020