Terms of Reference: Development of an Export Promotion Strategic Framework (Malawi)

Development of an Export Promotion Strategic Framework to support macadamia and mango exporting firms (Malawi)

1. Background

Malawi Value Chains (MVC), implemented by Adam Smith International (ASI), is one of three components of the Malawi Trade and Investment Programme (MTIP), a five-year FCDO-funded initiative which aims to break Malawi’s cycle of low growth through driving exports. The overall objective for MVC is to implement the value chain component of MTIP with the goal to increase the productivity, quality, production and export performance of the macadamia and mango value chains, as well as support increased mining investment and ultimately exports. Other complementary MTIP components are focused on increasing access to patient capital and cutting the time and costs of trade and logistics (the latter implemented by TradeMark Africa [TMA]).

Malawi's agricultural sector presents significant growth potential that can transform the country’s role in global agricultural trade. This is emphasised in the Second National Export Strategy (NES II), which defines the medium- and long-term strategy for sustainable economic growth through high-value agricultural-based exports. Macadamia and mango are two value chains with demonstrable potential for increasing exports, value addition and economic diversification.

The Malawi Investment and Trade Center (MITC), in collaboration with MVC, is spearheading initiatives to boost the export potential of macadamia and mango. To realise this vision, MITC with support from MVC, seeks to engage a qualified consultant (firm or individual) to develop an Export Promotion Strategic Framework for MITC. This framework will serve as an operational guide for MITC’s efforts to promote export readiness, market access, and competitiveness for these two priority value chains.

2. Export Promotion Strategic Framework

The framework will provide MITC with a guided approach to determining markets that Malawi can be competitive in and to define the range of actions available for MITC to support emerging opportunities arising from potential and preferential markets, particularly in mango and macadamia value chains.

The overall objective of the assignment is to better equip MITC to support Malawi-based firms to export mango and macadamia, including through leveraging on preferential market-access schemes offered to Malawi under Least Developed Countries (LDCs) agreements, as well as any seasonal advantage that Malawi has in these crops.

Achieving this objective will entail determining actions across key areas of export promotion that MITC can take in support of businesses, including use of market intelligence, information on market rules (products, packaging, pricing, etc.), information on major buyers and buyer preferences, identifying means of market entry, risk assessments, determining promotion options that MITC can support, training and information for exporters, information on logistics, institutional coordination opportunities and potential for ‘Malawi’ branding (as appropriate).

The implementation of each strategic aspect would be tailored to the requirements of mango and macadamia, and the different export markets.

3. Objectives of the Assignment

The main objective of this consultancy is to develop a strategic framework for export promotion to support macadamia and mango Malawi-based firms to successfully export mango and macadamia including leveraging on preferential market access offered to LDCs by preference-giving countries. It will also include any appropriate building of internal capacity within MITC and other key Government institutions and private sector for sustainable export promotion planning and implementation.

4. Specific Objectives

• Determine the key steps for identifying market opportunities, with macadamia and mango specifically in mind.

• Identify key constraints and opportunities for firms in exporting macadamia and mango.

• Develop a strategic framework/approach for promoting the export of mango and macadamia.

• Identify the range of tactical options that MITC has that it can deploy to help exporters.

• Develop guidelines for the application of the Export Strategy Framework.

5. Development of Strategy Framework Coverage/Content

The consultant will propose the scope and content of the framework for export promotion and provide strategic actions and processes in the following areas:

(i)    Export market development:

• Define an approach to conducting market intelligence on high potential regions and countries.

• Define ways of identifying niche and emerging product opportunities relevant to Malawi’s exporters.

• Define actions relating to assessing demand, customer preferences (whether consumers or businesses/importers), relevant aspects of culture, methods of networking, tariffs/concessions, legal and regulatory frameworks, rules relating to products (quality, certification, packaging, etc.), modes/norms of payment, competition and language.

(ii) Export promotion

• Tactical actions for trade promotion such as information dissemination; buyer /seller linkages; participation in trade fairs/exhibitions; trade/ buyer/seller missions and networking; use of trade attaché, inward buyer visits, etc.

• Approach to consolidating and leveraging MITC’s digital platforms for effective connection of importers and exporters.

• Assessing relative effectiveness and cost efficiency of different approaches.

(iii)  Market entry actions:

• Define actions to guide firms on market entry approach/techniques, conditions and requirements.

(iv)  Risk assessment:

• Define approach to assessing and dealing with political, economic and cultural risks in target countries.

(v)  Exporter development and support

• How to determine capacity building requirements and approaches for exporters

• Developing a framework for conducting export readiness assessments and training programmes.

• Define methods and processes for ensuring that exporters meet requirements of export markets including certification, standards, packaging, etc.

(vi) Institutional strengthening

• Provide profile of expertise that is required for officials to perform key functions in the aforementioned areas and ways of building such capacity within MITC and other key players in export promotion.

6. Delivery of the Assignment

The consultant will be expected to carry out the following tasks:

1. Stakeholder consultations

   • Interview key export stakeholders specifically MITC, current exporters and those that have high potential to export (macadamia and mango), logistics firms, other relevant government agencies (Ministry of Trade and Industry, MBS, MRA, Ministry of Foreign Affairs and respective Embassies), and development partners.

2. Strategic framework development

   • Define strategic objectives, priority interventions, and implementation timelines.

   • Determine relevant market identification, entry and promotional activities for MITC (e.g., trade fairs, B2B matchmaking, digital platforms, etc.).

   • Determine how MITC should assess the specific methods to support entry to specific high potential markets (e.g., macadamia to China, mango to the Netherlands, etc.).

   • Determine the mechanisms for MITC to monitor and evaluate different promotional activities.

3. Framework validation and finalisation

   • Present a draft Strategic Framework and Implementation Manual (‘Playbook’) for stakeholder validation.

   • Revise based on feedback.

   • Deliver a final Export Promotion Strategic Framework document and Implementation Manual.

4. Capacity building and knowledge transfer

   • Conduct a training workshop for MITC, additional relevant GoM agencies and MVC Project staff on export promotion principles and practices.

7. Deliverables

The consultant will deliver the following:

8. Duration and Level of Effort

The consultancy is expected to last 10 weeks (completed by 15th December 2025), with a maximum of 30 working days.

9. Required Qualifications

Required:

• Advanced degree in international trade, export marketing or related field.

• Minimum of 10 years of experience in export promotion, trade development, or agribusiness strategy.

• Proven experience in developing export strategies in the agriculture sector, preferably in Sub-Saharan Africa.

Desired:

• Familiarity with global markets for macadamia and mangoes is desirable.

• Strong training, and report writing skills.

• Knowledge of Malawi’s trade and investment context is an advantage.

10. Reporting and Supervision

The consultant will report to MITC’s CEO and MVC Team Leader throughout the assignment delivery on all technical aspects. The consultant will ultimately report to ASI as the contract holder. Close collaboration with the MVC technical team is expected throughout the assignment.

11. Application Process

Interested consultants should submit:

• A technical proposal outlining approach and methodology

• A financial proposal (in GBP, with detail in MWK as appropriate)

• CVs of key personnel

• Examples of similar previous assignments

• Three relevant references

Questions/clarifications can be submitted to info@malawivaluechains.com. The deadline for questions/ clarifications is 24th September 2025.

Deadline for submission of full proposals: 30th September 2025.