Terms of Reference to undertake pilot design, implementation, and evaluation of DFS-IoFA Market Introduction Strategy

Background and rationale

Double fortification of salt with Iodine and Folic acid (DFS-IoFA) is an innovative research project aimed at developing product formulations and testing the feasibility of industrial production of the novel product in Ethiopia. The DFS-IoFA production feasibility trial was successfully undertaken during February – April 2024, in the salt industry of Green Star Trading PLC, Hawassa. DFS-IoFA wasproduced locally and at a scale with minimal infrastructure upgrades. Micronutrients (iodine and folic acid) retention of DFS-IoFA was > 94% after 10 months storage under ambient conditions.

DFS-IoFA products are used in community-based research that evaluated the biological efficacy, safety and sensory acceptability of the product. A triple blind randomized dose-response trial conducted in rural Ethiopia found a significant reduction of folate insufficiency (improved red blood cell and serum folate) among non-pregnant WRA (18-49 years) that consumed DFS fortified with 200 µg/day of folic acid (Low FA) and 600 µg/day of folic acid (High FA) for 6 months compared with a control group that only received iodized salt.

The scaling up of DFS-IoFA for the prevention of folate sensitive NTDs is predicted to gain momentum from the high coverage and acceptability of iodized salt in Ethiopia. DFS is perceived as a game-changing solution to address the high incidence of NTD in Ethiopia. There is enthusiasm to scale up the novel product. One of the key steps in the journey to national scale-up is to understand the critical demand-side interventions for the effective introduction of large-scale DFS-IoFA through the commercial market.

The Purpose of the ToR is to hire marketing firm experienced in market introduction and commercialization of public health products in Ethiopia. The consultant is expected to design implementation research to guide the pilot market introduction strategy, followed by implementation and evaluation of the strategy.

1. The scope of work and expected outcomes
2. Design Market Introduction Pilot
3. Conduct rapid local salt market and supply chain siuational analysis.
4. Devope protocol and secure ethical and administrative clearance to pilot the DFS-IoFA market introduction
5. Develop gender sensitive market linkage strategy for DFS-IoFA

Implementation of the DFS-IoFA market strategy

1. Coordinates with local regulators and health authorities to mobilize retailers and provides training on key messages prepared to educate consumers and answer frequently asked questions.
2. Provide orientation to woreda health and trade authorities, inspectors and salt retailers
3. Develop and share DFS-IoFA demand forecast with distributors and industry.
4. Support salt distributors or industry to set up communication plans to receive orders from retail and communicate information refill distribution schedules.
5. Monitor the volume of DFS-IoFA distribution and sold market response (acceptability) and gather feedback for retailers to get insight on consumers experience.
6. Analyze monitoring information to advise resupply and distribution plan and to examine and address spotted challenges and threats.

Evaluating the pilot:

1. Conduct evaluation of DFS-IoFA market introduction pilot i) synthesize the outcomes of market introduction activities, ii) conduct qualitative research to gather and analyze information on the experience and perception of salt supply chain actors involved.
2. Generate a report on the results and findings of the market introduction pilot evaluation.
3. Generate recommendations on relevant marketing policies, legal, institutional, and regulatory frameworks
4. Organize stakeholder consultative workshop to validate and disseminate the market introduction strategy for national scaling up of DFS-IoFA that guides commercialization for national scaling up of DFS-IoFA.

Required qualifications and experience

• Education and training: Master’s degree in marketing, Agribusiness, or business administration (MBA) with a marketing concentration. A minimum of 10 years of relevant professional experience in marketing, value chain development, and sales is critical, with a proven track record of developing and implementing marketing strategies.
• Market analysis: Capacity and skill to conduct market research and synthesize knowledge and produce quality meaningful reports to stakeholders. This requires proficiency in gathering and analyzing market data to provide actionable insights for strategy development.
• Strategy Development: Knowledge and familiarity of developing tailored marketing strategies for commodities of public health significance eg. Nutrious foods, agriproducts, WASH products.
• Creative thinking: this requires strong analytical and creative skills, and proven capacity to design, implement and monitor how the strategies achieve DFS-IoFA market introduction pilot objectives.
• Capacity Building: experience in organizing workshops, developing training materials, and stakeholder engagement to effectively mobilize and build the capacity of salt retailers, distributors, local health and trade authorities
• Team management and coordination: Capacity to mobilize and lead diverse groups and get coordinated within and outside of the team to smoothly navigate multiple moving parts of DFS-IoFA market introduction pilot activities. Also establish and maintain strong and responsive relationships with project staff and stakeholders throughout the project.
• Project management: proven project management experience including abilities to develop, execute, monitor the timely implementation of project plans. The consultant is expected to be meticulous, diligent and pay attention to details.
• Adaptability and Agility: open to critical feedback and ability to respond to changes and challenges keeping highest level of professional courtesy for improvement, skillfully enough to identify and manage difference and disagreement to navigate through difficulties and conflicts, cultivating common ground to move forward during the implementation of the strategy.

We expect the consultant to be engaged for a period of 6 months. For the initial stage of engagement (first 2 months), the consultant is expected to conduct assessments, develop marketing strategies and plans, operational protocol and tools and train the team and stakeholders involved in execution and monitoring. The subsequent 3 months are more focused on monitoring the implementation and learning documentation and final 1 month to complete evaluation and put together the market introduction strategy, write report, organize workshop and disseminate the result.

Application will be evaluated based on the consultant’s experience in designing and implementing effective marketing strategies, clarity and richness of the proposal submitted, and the work experience of the team. A thorough understanding of the Ethiopian traditional market and local language is advantageous.