CONSULTANT FOR DEVELOPING A MARKETING PLAN FOR AGROECOLOGICAL PRODUCERS

BACKGROUND:

Mada is seeking a qualified marketing consultant to develop a simple and actionable marketing plan for agroecological producers under the project entitled “Strengthening the Resilience of Vulnerable Women, Young Adults, and Men in Lebanon through Livelihood Improvement and Increased Food Security” funded by the German Cooperation (BMZ) and implemented by Mada Association in partnership with arche noVa.

The project supports the transition to agroecology and improve access to food by strengthening the resilience of vulnerable women, young adults and men in Lebanon by improving livelihoods and increasing food security. The project aims to build a more resilient, economically stable, and food secure communities in the project regions by addressing livelihood and food security challenges through a comprehensive approach.

The project supports the transition to agroecology by strengthening local production and improving market access for small-scale producers. The consultant will contribute to this goal by providing a basic but practical marketing roadmap based on available data and producers’ current capacities, particularly in North and Akkar.

The mission is to develop a context-specific marketing plan that supports agroecological producers in Akkar in improving product visibility, accessing markets, and strengthening their marketing strategies. The mission is expected to be participatory, with input gathered directly from farmers in close coordination with Mada.

Main tasks and Responsibilities:

•  Conduct a preparatory meeting with Mada’s technical team to define objectives and gather background information.

•  Organize and conduct at least two field meetings in Akkar:

• One meeting with selected agroecological producers.
• One meeting with local stakeholders or potential market actors (e.g., cooperatives, buyers, traders, shop owners).

•  Review data provided by Mada on producer profiles and production types.

•  Draft a basic marketing plan that includes:

• A short analysis of current production and marketing practices.
• Key priorities and opportunities for agroecological product promotion.
• Recommendations on market channels (e.g., local markets, direct sales, informal networks).
• Branding, packaging, and pricing suggestions adapted to small-scale producers.
• A step-by-step approach to attract more consumers and enhance visibility, including practical marketing actions producers can take (e.g., promotion tools, storytelling, social media, sampling).

•  Share the draft with Mada for feedback and comments.

•  Submit the final version, incorporating revisions based on feedback.

Work closely with Mada’s technical team, incorporating feedback iteratively until the final draft is completed.

Final deliverables:

1. Marketing Plan Document
   A concise, professionally structured marketing plan (maximum 10 pages) that includes:

• Clear market positioning for agroecological products.
• Identification of target customer segments with their key motivations.
• Recommended sales and distribution channels adapted to Akkar's local context.
• Promotional strategies (including branding, storytelling, packaging, social media, and visibility tools).
• Practical pricing strategies for small-scale producers.
• A step-by-step marketing action plan producers can implement to attract and retain consumers.

2. Field-Based Insights Summary
   A short report (2–3 pages) summarizing key findings from field visits and meetings with producers and stakeholders in North and Akkar, highlighting:

• Market barriers and opportunities.
• Producer perspectives and needs.
• Stakeholder input and possible partnerships.

3. Implementation toolkit (Summary brief for field use)
   A simplified version of the marketing plan (2 pages max) in Arabic and/or English for use by Mada field staff and producers. It should include:

• Key messages to communicate with consumers.
• Basic promotional techniques.
• Tips on customer engagement and retention.
• A checklist of recommended marketing actions.

4. Presentation to Mada Team
   One slide deck (PowerPoint or PDF format) summarizing the marketing strategy and proposed actions to be shared with Mada’s technical team and possibly presented to producers.

QUALIFICATIONS

• Degree in Marketing, Business Administration, Agricultural Economics, or related field.
• Experience in developing marketing strategies, preferably in the agri-food or agroecological sectors.
• Familiarity with the socio-economic and agricultural context in North and Akkar.
• Previous work with small-scale producers, cooperatives, or NGOs is an asset.
• Strong communication and fieldwork skills; ability to gather and synthesize local inputs.
• Fluency in English and Arabic.

Eligible Applicants:

• Applications can be submitted by an individual expert, a team of more than one expert, or a company. If submitted by a team, one of the experts will be considered Lead Expert and be signatory.
• The contract will be signed with a single entity, whether an individual or a consultancy institution, outlining clear terms of engagement.

The selection process will consist of two steps: a pre-selection based on technical experience and qualifications, followed by in-person or online interviews with the shortlisted candidates.

Timeline:

The consultant is expected to submit the plan within six weeks of the start date.

The final version of the curriculum, along with supporting materials, should be delivered within two weeks after receiving feedback on the draft.