Terms of Reference: Defining and Crafting Malawi’s Macadamia Origin and Story

Background

Malawi Value Chains (MVC), implemented by Adam Smith International, is a component of the FCDO-funded Malawi Trade and Investment Programme (MTIP), a five-year initiative aimed at accelerating exports to break Malawi’s cycle of low growth. The Project focuses on enhancing productivity, quality and export competitiveness of the mango and macadamia value chains, with an emphasis on unlocking commercial opportunities and strengthening the business enabling environment. Through past investment, the macadamia industry has significant potential for increasing employment, driving Malawi’s foreign exchange earnings and increasing Malawi’s GDP.

Malawi is emerging as a key player in the global macadamia industry, known for its premium quality and sustainable cultivation practices. To strengthen Malawi’s position and identity in the global market and to further enhance market visibility, consumer trust, and export competitiveness, there is a need to define a strong national Macadamia Origin and craft a compelling narrative or story that reflects the unique value of Malawi macadamia.

In this regard, MVC is collaborating with the Malawi Macadamia Association (MMA) to commission this assignment. The resulting outputs will form the foundation for coordinated export marketing, traceability initiatives, and branding of Malawi’s macadamia in both domestic and international markets.

Objectives of the Assignment

The objectives of the consultancy are to:

(i)    Define and establish a formal distinctive and authentic origin identity for Malawi macadamia that reflects the unique geographical, environmental and cultural attributes of Malawi grown macadamia.

(ii)   Establish criteria for origin certification and traceability

(iii) Document the historical, environmental, and socio-economic context of macadamia production in Malawi.

(iv) Create a powerful and compelling Malawi Macadamia Story that highlights the uniqueness of Malawi Macadamia.

(v)  Develop storytelling materials for use in marketing, packaging and trade promotion.

Scope of Work

(i)    Define Malawi Macadamia Origin

• Conduct literature review on Macadamia production in Malawi.

• Conduct field research and stakeholder interviews to understand their perspectives on Malawi macadamia origin and brand/story.

• Analyse uniqueness and market trends vis-a-vis competitor Origins such as Kenya, South Africa and Australia.

• Develop a comprehensive and unique Malawi Macadamia Origin Definition which feeds into the Malawi brand/story.

• Propose traceability and certification parameters that could underpin origin designation.

(ii)   Story Development

• Conduct interviews with farmers, estates, processors and exporters

• Craft a narrative that highlights Malawi’s macadamia journey, history, people, land and values

• Develop storytelling assets, including:

  1. A flagship written narrative (approx. 800–1,000 words).

  2. A short concept and script

  3. social media content and packaging snippets for marketing     

(iii) Integration and Application

• Recommend strategies for integrating the origin and story into domestic and international marketing, including:

  1. Packaging and branding applications.

  2. Trade fair and digital marketing use.

  3. Partnerships with national and international government and private sector platforms.

Deliverables

(i) Comprehensive report on Malawi Macadamia Origin

(ii) Draft Origin Definition

(iii) Unique Malawi Macadamia Story aligned to the brand.

(iv) Recommendations for Story integration and application across platforms

(v) Recommendations on how to protect the brand against copycats.

(v) Messaging tool kit

Timelines

Qualifications

• Proven experience in branding, storytelling or origin development

• Knowledge of international nut markets and consumer trends

• Experience working with agricultural value chains

• Strong creative and communication skills

How to Apply

Interested and qualified consultants should submit the following:

• A technical proposal (maximum 3 pages) detailing their understanding of the assignment, proposed methodology, and work plan

• A financial proposal breaking down fee rates and other expenses

• Curriculum Vitae (CV) of the proposed consultant(s)

The deadline for submissions 16th January 2026. Technical and financial proposals should be submitted by to: administrator@malawimacadamia.org and copy to info@malawivaluechains.com