Call for proposals for trade marketing strategy campaign development and execution for Iron Bean seed in Kenya

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Company Information: About HarvestPlus and GAIN – The Commercialization of Biofortified Crops programme
At HarvestPlus
, we believe that hidden hunger should not be inevitable for the people most at risk. We break down silos between agriculture and nutrition to develop creative solutions to hidden hunger. Our food-based approach targets some of the most vulnerable populations around the world. We use a process called biofortification, which adopts conventional breeding to improve crops. This approach complements other nutrition interventions, and is evidence-based, cost-effective, and sustainable. We work across the entire value chain to develop and deliver nutrient enriched seeds, grains and foods to the people who need it the most via a large collection of innovative and traditional supply chain activities. HarvestPlus is part of the CGIAR Research Program on Agriculture for Nutrition and Health (A4NH). CGIAR is a global agriculture research partnership for a food secure future. Its science is carried out by its 15 research centres in collaboration with hundreds of partner organizations.
The Global Alliance for Improved Nutrition (GAIN)
is a Swiss-based foundation launched at the UN in 2002 to tackle the human suffering caused by malnutrition. Working with both governments and businesses, we aim to transform food systems so that they deliver more nutritious food for all people. At GAIN, we believe that everyone in the world should have access to nutritious and safe food. We work to understand and deliver specific solutions to the daily challenge of food insecurity faced by poor people. By understanding that there is no “one-size-fits-all” model, we develop alliances and build tailored programmes, using a variety of flexible models and approaches. We build alliances between governments, local and global businesses, and civil society to deliver sustainable improvements at scale. We are part of a global network of partners working together to create sustainable solutions to malnutrition. Through alliances, we provide technical, financial and policy support to key participants in the food system. We use specific learning, evidence of impact, and results of projects and programmes to shape and influence the actions of others. HarvestPlus improves nutrition and public health by developing and promoting biofortified food crops that are rich in vitamins and minerals while providing global leadership on evidence and technology.
In May 2018, HarvestPlus and GAIN launched a landmark partnership to accelerate progress in improving access to biofortified seeds, grains and foods via commercial channels with the Commercialisation of Biofortifed Crops (CBC) programme. The CBC programme works with national partners to catalyse commercial markets for biofortified crops and foods in six countries with pervasive levels of malnutrition: Bangladesh, India, Kenya, Nigeria, Pakistan, and Tanzania. Initial funding for ths program is from Germany’s Federal Ministry of Economic Cooperation and Development (BMZ) and the Dutch Ministry of Foreign Affairs.
The partnership brings together two leading actors in the global nutrition space. It combines the deep expertise of HarvestPlus in all aspects of biofortification with GAIN’s proven track record of working with fortification and food companies to create sustainable market models for nutritious food systems.
Biofortification programme in Kenya
Kenya has a total under-five population of 7 million--1.82 million children (26 percent) are suffering from chronic malnutrition, resulting in stunting or low height-for-age (Kenya National Bureau of Statistics (KNBS) et al. 2015). Although malnutrition indicators are improving, it is estimated that from 2010–2030 undernutrition will cost Kenya approximately US$38.3 billion in GDP due to losses in workforce productivity (USAID 2017).
Kenya’s neonatal mortality and children under five mortality rates also remain high. Iron deficiency (26%) and anaemia (42.6%) are high among pregnant women in Kenya, which negatively affect the health and development of the mother and her unborn baby. Maternal deaths make up to 15% of all deaths among women of reproductive age, equaling approximately 7,300 women dying each year (Nutrition International).
Beans are a major staple crop of Kenya--per capita, bean consumption in Kenya is among the highest in the world, with average estimates between 50-60 kg per person per year, from 14 kg per year to 66 kg per year in the western regions, resulting in a total national consumption of 755,000 MT per year. Due to their high consumption, beans ar ethe perfect vehicle to improve Iron intakes for the entire population.
Biofortification is the process by which the nutritional quality of food crops is improved through agronomic practices, conventional plant breeding, or modern biotechnology. Biofortification differs from conventional fortification in that biofortification aims to increase nutrient levels in crops during plant growth rather than through manual means during processing of the crops. Biofortification may therefore present a way to reach populations where supplementation and conventional fortification activities may be difficult to implement and/or limited.
Through biofortificaiton, HarvestPlus and their partners have developed and released high Iron beans in Kenya. Common bean has rapidly evolved from traditional subsistence to a modern, market-oriented crop with major impacts on household food and nutritional security, and incomes for the most marginalized communities in Africa which makes comercialisation of Iron beans a greater oportunity to reach more people with a value added, no added cost product.
Beans are cultivated by 1.5 M smallholder farmers (92% of the bean producers) on about 1 M hectares​ and IB yields about 0.6 MT/ha but has a potential of 1.5T/ha​. Most farmers use own seed (recycling) which they also sell to prospective buyers wth an annual production of 600,000 MT. Biofortification reaches the hardest to reach farmers who consume their own crops. The low income urban consumer who are looking for cheap foods and middle-class consumers looking for value added, processed foods drive demand in the market.
HarvestPlus and GAIN have joined forces to drive comercialisation of IB in Kenya, each partner taking specific value chain activities. This project will link to many other comercialisation projects for High Iron beans that collectively aim to reach 3.4 million consumers in Kenya. This project is intended to search for the ideal marketing partner who can target bean farmers and encourage them to switch to the high High Iron variety with simple, compelling messages.
Details of this request for proposals: Statement of purpose & Scope of work
As part of the greater CBC programme, HarvestPlus and GAIN are jointly issuing this Request for Proposals (RFP). HarvestPlus will be the administrative lead organisation for this RFP.
The purpose of this RFP is to find the best agency partner to develop the strategy and deliver a marketing campaign to agrodealers which will create demand for High Iron bean seeds from farmers. We are looking for an expert partner to develop an innovative marketing campaign that links farmers to seed sellers (agrodealers) in target regions, using existing comercial seed brands in the market to support the private sector seed network.
The HarvestPlus team can more precisely provide the target audience numbers and we are specifically trying to reach farmers in the following regions Bomet, Elgeyo Marakwet, Machakos. Makueni, Nakuru and Trans Nzoia Counties.
We are open to ideas from a very targetted tight proposal using 1 channel of advertising or proposals that include a full gambit of methods to target and influence farmers. We want a partner that can build a strategy and build a campaign with clear metrics of reach and return on investment.
This RFP is an open brief to innovative agenices to propose the most cost effective ways to reach our target audience. .
Specific Deliverables in a response
Media mapping of available channels to rural small holder farmers and communities (what access and channels do they currently use (TV, Radio, Social media etc)
Recommendations as to which are the most cost effective ways to reach the audience with a quantitative media plan
Creative materials—a detailed and precise brief will be provided on the specific messages to farmers this response should cover the creative development required to fulfil the recommended media plan
Agency’s rate card on the cost to develop materials such as print ads, mobile messages, radio messages etc. (could be prepared with a partner agency)
Media costs – we will need to see the costs of the proposed or recommended media channels and the potential number of people we could reach.
Specific return on investment plan and calculation including a cost per person reach and link to specific deliverables which then transfer to seed sales/transactions
Clear and simple time frame from detailed brief, creative development, campaign delievery and impact evaluation.
Desired results of the campaign
Increased awareness of High Iron beans
Increase in seed sales of High Iron beans
Campaign Delivery Dates
The elected agency will have a track record in business to business marketing, especially in agriculture, and can advise on best practice for delivery dates, in general the maize planting seasons starts in September and beans in february. We would expect that the chosen partner has experience in marketing to farmers and will advise on best times to deliver campaigns and work with existing partners
Points to note
This is a trade marketing campaign, designed to increase commercial sales of High Iron bean seed. This is not a consumer facing campaign, although many farmers consume their own produce.
Costing of the execution of the campaign can be an approximation or just the submission of the agency rate card – the precise cost of campaign execution will be developed through the strategy recommended.
Close partnership will be required with all of the other partners in the CBC program, especially the existing seed growers and sellers.
Consideration should be given to the informal market where seeds are exchanged or passed on freely without having to purchase seeds – for example, we could develop seed bags to give to farmers so they can pass on their genuine High Iron seeds to more farmers.
Information HP will provide
HarvestPlus will provide the chosen agency with full product information and training on IB. Training will cover agronomic traits, nutritional benefits, and available markets for the crops and will provide agency with data of Agrodealer and Seed Stockists in select counties to work with.
This activity has been previously carried out in several other markets and crops, so HarvestPlus can provide previous capaign history and learnings to ensure the best messaging strategy is developed.
TIMELINE OF THIS PROJECT
DELIVERABLE
DEADLINE
RFP issued
Tuesday, July 27, 2021
Proposal submission
Friday, August 13, 2021
Final response regarding selection of Service Provider
Friday, August 20, 2021
Contracting process finalized
Friday, August 27, 2021
Project start date
Friday, August 27, 2021
Project end date
Up to March 2022 depending on project
Evaluation criteria
Proposals will be reviewed by the Selection Team. The following indicate a list of the significant criteria against which proposals will be assessed. This list is not exhaustive or 100% inclusive and is provided to enhance the applicants’ ability to respond with substance.
Applicants are required to submit the following information, conforming to the guidelines given in this section:
Understanding of the scope of work
Understanding of the target audience and consider all cultural and literacy requirements and sensitivities
Demonstration of a clear understanding of the project objective and deliverables as outlined in Section I
Evidence of past experience developing and delivering a campaign of this type to a specific audience
Demonstrate a clear understanding of the technical requirements of this RFP
The creative and methodological approaches required to implement each of the parts of the scope of work
Comprehensiveness of work plan and reasonableness of proposed time frame
Detailed budget, demonstrating cost-effectiveness and return on investment of proposed approach
Identification possible challenges and inclusion of creative approaches to addressing them
Management and personnel plan
Revelant qualifications and overall experience of team members required to successfully implement the project
Roles and responsibilities of each team member shall be clearly defined, with one main contact person for HarvestPlus clearly defined in the proposal
Standard rate card of the agency deliverables – e.g print ads, banner advertising, 30 second radion ad.
Instructions for responding and queries
In the event of any questions please contact ****
Send RFP responses no later than 5 PM ET Friday August 13
th
to via TALEO on the IFPRI website:
Responses shall 2 documents:
Full work proposal including the points laid out in the evaluation criteria
Budget breakdown (financial proposal)
TERMS AND CONDITIONS OF THIS REQUEST FOR PROPSALS
Upon selection of Consultant, a detailed contract will be agreed by both parties.
NOTE: HarvestPlus retain the right not to pursue this project if enough proposals are not submitted or funding for the project is no longer available.
NOTICE OF NON-BINDING SOLICITATION
HarvestPlus reserves the right to reject any and all bids received in response to this solicitation and is in no way bound to accept any proposal. HarvestPlus additionally reserves the right to negotiate the substance of the successful applicants’ proposals, as well as the option of accepting partial components of a proposal if deemed appropriate.
CONFIDENTIALITY
All information provided as part of this solicitation is considered confidential. In the event that any information is inappropriately released, HarvestPlus will seek appropriate remedies as allowed. Proposals, discussions, and all information received in response to this solicitation will be held as strictly confidential.
RIGHT TO FINAL NEGOTIATIONS ON THE PROPOSAL
HarvestPlus reserves the right to negotiate on the final costs, and the final scope of work of the proposal. HarvestPlus reserve the right to limit or include third parties at HarvestPlus sole and full discretion in such negotiations.
INTELLECTUAL PROPERTY
Subject to the terms of the contract to be concluded between HarvestPlus and the applicant, the ownership of the intellectual property related to the scope of work of the contract, including technical information, know-how, processes, copyrights, models, drawings, source code and specifications developed by the applicant in performance of the contract shall vest entirely with HarvestPlus.

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