Terms of Reference - Optimising Export of Malawi’s Macadamia in Chinese Market

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]).

Despite Malawi’s strong seasonal production advantage—which positions its macadamia to reach international markets ahead of the Chinese New Year—direct exports to China have been constrained. Key barriers have included the absence of a Sanitary and Phytosanitary (SPS) Protocol, limited buyer engagement, and weak firm-level export readiness. As a result, Malawian macadamia has often been trans-shipped through third countries, forfeiting both visibility and the benefits of China's tariff preferences for Least Developed Countries (LDCs). The recent signing of the SPS Protocol with China removes a key regulatory barrier and creates a timely opportunity to unlock the market. However, protocol signing alone is not enough. Exporters still need to meet Chinese buyer expectations, build relationships and deliver quality product—at scale and on time.

This assignment will respond to this as well as build on prior competitiveness research while generating new, targeted insights to address real-time market barriers. Anchored in a “research-into-export” approach, it will deliver tangible outcomes by strengthening firm-level readiness, providing exporters with qualified (potential) buyers information and activating near-term trade opportunities aligned to Malawi’s upcoming export window.

Rationale & Objectives

The core objective of this assignment is to generate targeted, actionable insights that enable Malawi to operationalise and optimise exports of macadamia to China post-protocol signing by identifying and addressing regulatory bottlenecks, aligning Malawi’s production with market demand and strengthening the export readiness of targeted firms. The approach combines market research with trade policy engagement, buyer contacts and firm-level support.

Specific Objectives

1. Explore 2-3 China provinces’ market access requirements and assess how Malawi’s LDC status can be strategically leveraged, formalise trade partnerships and overcome non-tariff barriers.

2. Profile and engage buyers in 2-3 China provinces and provide details to those Malawian exporters that want to target the Chinese market.

3. Assess logistics and shipping pathways to ensure timely delivery, with emphasis on container availability, means of transport, packaging and export timelines – particularly with the aim of ensuring entry of products before the Chinese New Year.

4. Develop export guidance tools specifically for the Chinese market such as playbooks, market checklists and buyer guides tailored to exporters and processors, including delivery of macadamia-specific workshops.

5. Identify non-tariff barriers that could affect the export market and identify any means to address/overcome these.

Study Significance

This study is intended to deliver actionable insights and catalyse immediate export activity within Malawi’s macadamia value chain, particularly by advancing market access and unlocking trade opportunities with China.

Methodology

This assignment will adopt a multi-tiered, action-oriented methodology that integrates market and firm-level perspectives. The approach is designed to move beyond diagnostics to take advantage of near-term trade opportunities and build export readiness among Malawian firms.

The methodology is structured around two interconnected workstreams:

1. Market & Regulatory Intelligence

This workstream will generate a comprehensive understanding of China’s import requirements and trade facilitation landscape, post-protocol signing.

Key Tasks:

• Review and interpret the signed phytosanitary protocol and associated GACC import procedures.

• Identify applicable Chinese preferential market access for macadamia from Malawi and non-tariff measures for macadamia imports, including documentation, packaging, labelling and pre-clearance procedures.

• Assess how Malawi’s LDC status can be leveraged to secure preferential market access through bilateral channels or formal mechanisms.

• Assess the logistics of timely exporting to China and provide possible options
  

2. Assess Buyer & Market Preferences and Positioning Opportunities

This component will strengthen the commercial relevance of export support by identifying and aligning with buyer-driven market requirements in the identified China Provinces. It will also identify actionable market positioning strategies to help Malawi’s macadamia exporters capitalise on realistic opportunities.

Key Tasks:

• Through desk research and expert insights, identify 2-3 priority Provinces in which Malawi may have some advantage or competitive opportunities.

• Conduct a comparative analysis of buyer preferences and procurement requirements across these provinces, including quality specifications, preferred products, sustainability standards and certification expectations – speaking with at least 3 buyers.

• Analyse opportunities for value-added processing or niche positioning (e.g., early-season exports, organic, fair trade, etc).

• Identify key market entry points and develop profiles of priority buyers, including an assessment of what Malawian exporters would need (e.g., pricing, specification, style, certifications, volume guarantees, packaging upgrades) to compete effectively.

• Draw lessons from peer exporters such as South Africa and Australia, where relevant macadamia export frameworks and trade facilitation efforts have already been implemented.

• Coordinate export training/information sessions for exporters

   

Activities & Deliverables

The consultant will perform following activities and deliver following outcomes:

Timing & Duration

The timeline for assignment delivery is as follows:

Key requirements

The selected consultant(s) or firm demonstrate the following skills, experience and qualifications:

1. Strong market research experience including in SPS and trade protocol implementation with China.

2. Deep understanding of agricultural export compliance and market access requirements.

3. Demonstrated experience developing high-quality, user-focused outputs, such as exporter guidance materials tailored to firm-level compliance and documentation needs; curated buyer directories with practical contact details, sourcing criteria and engagement strategies; market access playbooks that distill regulatory requirements, positioning tactics and export procedures

4. Demonstrated experience facilitating trade activation workshops that translate market intelligence into firm-level action and government coordination

5. Experience conducting applied, action-oriented trade research, including regulatory analysis, buyer preference mapping and institutional coordination.

6. Track record of engaging with public and private sector stakeholders in Malawi or comparable contexts, including government agencies, export-oriented firms and trade promotion bodies.

7. Ability to translate technical findings into actionable tools that directly support exporters, processors and trade facilitators. A bachelor’s degree (masters preferred) in agricultural economics, international trade, agribusiness, economics or a closely related field.

8. Minimum 10 years of experience in trade facilitation, export strategy or agribusiness development in Sub-Saharan Africa or similar markets.

9. Knowledge and expertise in Chinese markets.

10. Excellent written and verbal communication skills in English and knowledge of Mandarin and/or Cantonese.

Ready to Apply?

Send your technical and financial proposals outlining their qualifications, experience and approach to the study, along with a detailed budget breakdown to Amelia.Duggan@adamsmithinternational.com by Friday, 15th Aug 2025.