Market, Consumer and Stakeholder Research on Prospects of Ghanaian Grown Poultry Pre-cuts
Kumasi, Ghana
Contract
Contract type: Short term consultancy contract
Company Description
SNV is a not-for-profit international development organisation that applies practical know-how to make a lasting difference in the lives of people living in poverty. We use our extensive and long-term in-country presence to apply and adapt our top-notch expertise in agriculture, energy and WASH to local contexts. SNV has an annual turnover of €130 million, over 1,250 staff in more than 25 countries in Africa, Asia and Latin America. We are proud to be a not-for-profit organisation that uses project financing to implement our mission. This requires us to work efficiently and to invest in operational excellence.
SNV currently aims more explicitly for systems change during project preparation and implementation - by strengthening institutions and kick-starting markets that help many more to escape poverty beyond our projects. We continue to position ourselves as a premium organisation, with decentralised management. Our Global Support Unit (70 staff) backstops our teams around the world.
For more information on SNV, visit our website: www.snv.org
1. Overview and background
The 2Scale program is designed to incubate and accelerate inclusive business development in African agri-food systems. 2SCALE works together with companies (African, Dutch and other small and medium-sized enterprises - SMEs) and producer organizations (POs) to develop business models and partnership models that promote inclusiveness, develop competitive edge, and have potential for scaling. These partnerships, also referred to as public-private partnerships (PPPs), are the core implementation modality to achieve the objectives of the program.
Specifically, 2SCALE supports partnerships in target agri-food industries with significant potential to:
Improve food and nutrition security, both at grassroots level and at the consumer end of the value chain by serving local and regional markets (including Base-of-the-Pyramid – BoP - markets) with nutritious food products.
improve the terms of inclusion of smallholder farmers and other micro-, small-, and medium-sized enterprises (MSMEs) in the value chains attract and employ the youth engage and empower women
To strengthen PPPs, 2SCALE also collaborates with companies and organizations that provides specific expertise to support the target agri-food value chains.
2SCALE is co-funded by the private sector and by the Dutch Ministry of Foreign Affairs through the Directorate-General for International Cooperation (DGIS). Building on a first phase (2012-18), the current phase of 2SCALE runs from January 1, 2019 to December 31, 2023. It is awarded to a consortium led by the International Fertilizer Development Center (IFDC) and comprising the Base-of-the-Pyramid Innovation Center (BoPInc) and the SNV Netherlands Development Organization.
For more information on 2Scale, visit our website: www.2scale.org
1.1 Brief Background of Rockland Farms Limited
Rockland Farms was established in 2010 by Edith Akosah Wheatland and began with 8,000 layers. Over the years the company has grown into one of the largest producers of eggs in Ghana and now has over 120,000 layers currently producing more than 800,000 crates of eggs annually. Rockland Farms is committed to producing the highest quality of poultry products. The company has been recognized by the government of Ghana and the international development community as one of the leaders in its field. Rockland’s vision is to be a leading fully integrated poultry business with a strong brand capable of supporting women and youth poultry businesses to easily access affordable quality poultry raw materials to increase food security in Ghana and Africa.
1.2 Summary Research Brief
Rockland Farms has initiated the process of venturing into chicken pre-cut market in Ghana and later extend into the sub-region. The company has made significant investment in equipment as part of this agenda. Additionally, they have also initiated processes to market through the sale of chicken pre-cuts on a very limited scale based on orders.
In partnership with the 2SCALE program, the company intends to gradual venture into the commercialization of chicken pre-cuts in Ghana mainly Accra and Kumasi for a start. On this basis, an insight into the relationship, attitudes and behaviour of consumers towards locally grown chicken pre-cuts will be assessed. Information on the market outlook and business dynamics in the chicken pre-cut market in Accra and Kumasi (reflective of both local & foreign players) will be gathered.
Starting with a macro and micro assessment of the dressed poultry meat market and narrowing, specifically on the chicken pre-cuts, the research is expected to identify all players and categorize them into local and foreign. Explain the modus operandi (strategy) of major players (local & foreign) in the pre-cut market in terms of their distribution, promotional, service rendering and pricing strategies. Additionally, an expert opinion on the potential of chicken pre-cut market and their perspectives on a marketing approach for chicken pre-cuts will be of value to the research. Thus, the researcher is expected to interview selected key stakeholders (regulatory, research, Industry Associations & Poultry Projects) within the poultry industry in Ghana.
On the basis of the gathered insight, the research consultant will develop a brief competitive strategy on how Rockland Farms can proceed into market with their products and make a presentation on this to Rockland management and program technical staff.
1.3 Pre-requisite for Conduct of Market Research
The successful consultant is expected to engage the CEO of Rockland Farms, BoP marketing specialist and partnership facilitator individually as part of further information tapping before starting the research assignment. The individual interactions can be done over the internet or face-to-face, depending on availability and time factors.
Job Description
2.0 Market Research Objectives & Focus
Provide secondary data/information on macro and microenvironment of chicken pre-cut market in Ghana, with emphasis on statutory, consumption and general mass market environment.
Conduct market research to ascertain the market potential of locally reared poultry (chicken) pre-cuts in Accra and Kumasi.
Undertake consumer interviews (qualitative) to seek their perspectives on home (Ghana) grown poultry pre-cuts. Specific insights should be gathered on packaging, pricing, product availability & accessibility options (route-to-market strategies), innovative product presentation & orientation (i.e., Half cuts, various parts cut, which specific part-cuts are of high interest, point of sale cutting options).
Undertake trade interviews (qualitative) to explore in depth knowledge on all business related activities pertaining to chicken pre-cut, specifically pricing, pre-cut preferences, challenges, perceived opportunities and suggestions for enhancement of pre-cut business. Potentially, cold store operators (Accra & Kumasi), cold room operators (Accra & Kumasi) and frozen chicken importers.
Key stakeholders perceptual studies - conduct interviews (qualitative) with key Ghana poultry industry stakeholders on their general perception on how they foresee Ghanaian grown poultry pre-cut business. Key stakeholders to be interviewed includes Key executives of Ghana National Association of Poultry Farmers, Food Research Institute, Food Science Department, Univ. of Ghana, Ghana Poultry Project (GPP) and Association of Ghana Industries (AGI)
Develop and present (PPT format) concise (bullets) competitive approach in terms of market point entry commercialization for Rockland Farms Limited based on research insights.
3.0 Expected Results
Generate and send all interview recordings (in whatever format – electronic, paper or voice recordings) to BoP marketing specialist – 2SCALE Ghana.
Generate comprehensive report and aligned to the research objectives outlined above.
Submit intermittent progress report on the assignment (period to be agreed as part of preliminary engagement steps).
Submit research design and framework for clearance on the conduct of the overall research assignment, demonstrating how it will be conducted.
Based on research findings, deliver a presentation on consultant’s proposed strategy (PPT- bullets) on the wayforward for marketing and sales (commercialization) agenda of Rockland Farms.
4.0 Environmental screening and mitigation measures
The 2SCALE Program prioritizes environmental dignity and hence ensures strict compliance to dignified measures to protect the environment. The consultant is expected to conduct the research in a way not to expose respondents and immediate environments to any danger. The consulting organization, staff (and allies) and respondents involved in this assignments are strictly encouraged to observe COVID-19 safety protocols by the government of Ghana.
5.0 Collaboration and Reporting
The consultant will report to the BoP marketing specialist who will represent 2SCALE program and Partnership Facilitator for the Rockland partnership. She/he will also collaborate with the CEO of Rockland Farms during the assignment.
This assignment is expected to be undertaken from April ending through to June 2021.
Qualifications
Specific Qualification & Competency of Consultant / Research Agency
Evidence of previous work in food value chain market research or consumer research related to agribusiness.
Lead consultant and key staff members must possess related work experience of NOT less than (12) years in the field of marketing and consumer research (FMCG).
Lead consultants must hold membership of a professional marketing body, preferably the Chartered Institute of Marketing (UK).
Evidence of knowledge and understanding of low income population in Ghana.
Evidence of sample work in a similar role (market research) that focuses on low income population is an advantage.
Additional Information
Prospective organizations and individual consultants should upload Expression of Interest in the form of submit two proposals, before close of Business April 22, 2021
1) Technical proposal including the expert’s understanding of the assignment, method/approach to be applied in undertaking the assignment, experiences in similar works done and CVs of team members who will be undertaking the assignment.
2) Financial proposal indicating personnel fees for the assignment.