Terms of Reference
For
Study on Market Mapping & Value Chain Analysis of Fruits and Vegetables in Thatta District
1. Introduction and Background
PDI and Oxfam Novib in collaboration are promoting increased empowerment of poor and
marginalized women and men in district Thatta Sindh through providing them with capacity building
packages for improved agriculture production, easy access to markets and extension departments and
organizing them into producer organizations for sustained livelihoods. The logic for doing all this is to
facilitate the poor women and men farmers for improving their access to markets and developing rural
and agriculture based micro enterprises and be accepted into the economic mainstream at local and
regional level.
It has been learnt from different researches and studies that certain factors are very important for the
success of proper access to markets as well as micro-level enterprises i.e. Quality of product (quality
inputs, standard production and processing skills), market demand, competitiveness and compatibility,
easy availability of raw material/inputs and market trends/polarity etc. Thus, it is essential that before
launching micro-level enterprises, more significantly those to be managed by community based
producer organizations, an extensive market assessment and mapping be conducted.
The proposed study will focus on analysis of the current market models as well as the value chain of
fruits and vegetable in the project areas of District Thatta. The assessment would involve conducting a
field survey, interviews with stakeholders, market survey and looking at the market environment, value
chain and market services. It would also involve review and analysis of policies that affect market
access including relevant Government policies, market liberalization, institutions for credit, insurance,
transport etc.
2.
Audience and Use
The key audience of the study is the local communities of the project area as the study would support
them in understanding the local market dynamic and also support those interested in value chain of their
agriculture products especially fruits and vegetables. However, the assessment report will also be aimed
primarily at multiple stakeholders like decision makers, public policy makers and important
stakeholders. The research findings will be used to raise the awareness level of the policy makers at the
strategic, tactical and operational levels and propose alternative mechanisms for small producers for
better livelihood options.
3. Research Objectives
The key objectives of the study are to carry out mapping of the agriculture including fruit and vegetable
markets in and connected to district Thatta [including Karachi markets] to analyze the demand, supply
and operational as well legal issues related to the markets and to develop organizational holistic
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understanding of the current situation of fruit and vegetable value chains operated by the small farmers
in district Thatta especially its Mirpur Sakro tehsil
The specific objectives are to:
Market Mapping
 Map local potential markets of agriculture especially fruits and vegetables
 Analyze current market trends in terms of market demand and supply, price-scheduling
mechanisms, market determinant factors, supply chains and government market regulatory and
control mechanisms
 Analyze possible potential risks the project beneficiaries may face in market and suggest
possible mitigation measures
 Come up with innovative and possibly market accepted packing and packaging and marketing
models that the producer organizations can adopt
 Explore micro financing institutions in the area and illustrate how the producer organizations
can be linked with them
 understand the coping mechanisms and the current livelihoods practices of the target
communities and recommend alternative approaches to diversified livelihood options
Value Chain Analysis of Fruits and Vegetables
 Assess the resources, skills and capacities of small farmers related to procurement of inputs and
production of fruits and vegetables;
 Understand the existing market situation and nature of bargain taking place between different
market players in the study area (relationships, attitudes and behaviors).
 Understand the capacity of producers and their organizations (POs) to access services, credit,
information and resources.
 Suggest improvements in the value chain system for ensure direct linkages of the farmers with
the major markets and increased incomes from their produces
4.
Research Methodology
The following methodology and research tools will be employed (but not limited to) during the
assessment.
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Literature Review
The consultant will have to review the existing market assessments in the target area and/or in Sindh,
market regulatory and price control policies and/or laws and mechanisms, any documents on market
trends in the target area and any other relevant literature where possible.
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Market Mapping and value chain
The consultant will have to map potential local and regional markets in terms of type, size and volume
of market, goods sold and bought, supply chain, type of producers, suppliers and vendors, women led
businesses/trades, distance of the market from the target project villages, mode of transportation,
market associations/trade organizations, security arrangement/situation especially for women and
competitiveness (number of producers/suppliers/vendors versus items in demand)
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Interviews with key informants (beneficiaries, producers, suppliers, vendors and consumers etc)
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The consultant will have to interview the informants as per the following schedule:
- At least five beneficiaries (three women and two men) on random basis in 30% of the villages
and villages selected on cluster sampling basis
- At least five each producers, suppliers, and vendors per market and that each should be
associated with a different business/trade and to be selected on snow ball sampling basis
- At least five consumers in each market (three women and two men)
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Focus Group Discussions
The consultant will have to conduct at least one FGD in each of the mapped markets and five in each of
30% of the target villages. In markets, the participants should be producers, suppliers, vendors,
consumers and employers (the participation of women should be prioritized where possible). In
villages, separate FGDs should be conducted with women and men (three with women and two with
men) and the participants should be of same age. The group for FGD should consist of 7 to 10
participants.
5. The Final Report
The Consultant shall document the assignment in a final report; which will be completed in English by
the final day of the assignment. The report shall include:
A Preamble giving:
The principal features of the assignment shall include objectives and the plans of work of the
assessment itself.
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Executive Summary (no more than 1,500 words)
Details of the Assignment methodology and analysis
Conclusions and Recommendations
Lessons learned
Other emerging policy and research initiatives
Annexes:
The report should not exceed 50 pages excluding annexes.
6.
Time Schedule
On the basis of the proposed time schedule outline in these Terms of Reference, the consultant shall
prepare a brief work plan. The work plan should set out the Consultant approach for conducting
research activities. The period for the consultancy should not exceed 6 weeks starting with day of
signing the agreement.
7 . Budget and Resources Required
The total consultancy fees will be Rs. xx/ liable to government tax (es). The payment will be made as
40% in advance, 50% on submission of the draft report and 10% on submission of the final report. PDI
will not be responsible for any further expenses incurred by the consultant during the consultancy visits
and for any loss and/or damage to him/her.
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PDI shall facilitate the consultant to carry out field visits and meetings with local communities / project
beneficiaries.
9. Mode of Payment
All payments will be made through cross cheques or online bank transfers in the name of the Consultant
10. Assignment Prohibited and Termination
The consultant may not assign or sub-grant any part of the activities without prior written consent of
PDI. Where such prior written consent is given, it shall not relieve the consultant of any of its
responsibilities under this agreement
PDI shall have the option to terminate this contract in the event that the consultant is unable to fulfill
his/her obligations under the terms and conditions of this TOR for whatever reasons.
11. Conflict Resolution
In case if any conflict arises between the both parties, the Board of PDI shall discuss and resolve of the
conflict.
12. Miscellaneous
PDI shall not be made liable for any damage, loss, illness, injuries or death which may occur to or be
caused by the consultant during the course of the present assignment.
13. Submission of Proposals
In order to achieve the objectives of the assignment, the consultant will be expected to take complete
responsibility for all the activities identified in the attached TOR. The Technical Proposal should
contain inter alia; a complete description and explanation of the proposed methodology for the
Assignment (work plan), time-line, staffing, names and qualifications of allocated personnel and any
other resources that the consultant will make available to execute the assignment and achieve the
objective.
The Financial Proposal should stipulate the fees for the assignment. All fee and costs are to be
expressed in Pakistan Rupees only. The Technical and Financial Proposals shall be evaluated by a
technical committee in PDI.
12. Selection Criteria
Research proposals will be selected on the basis of:
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Evidence of the researcher’s in-depth knowledge of the sector / issue
Previous studies and written publications in this or relevant fields;
Clarity of analysis and written expression;
Fluency in English.
Skills in research methodology in particular access to data and information sources,
including contacts within government and industry;
13. Taxes
All the taxes will be deducted as per laws of Pakistan
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14. How to Apply?
Those interested should sent their proposals to Participatory Development Initiatives [PDI] no later than
Friday March 15, 2013 at the email: participatoryjobs@gmail.com
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