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Terms of Reference – Market Assessment for Cambodian Mangoes

Terms of Reference – Market Assessment for Cambodian Mangoes


Cambodia Mango Processing Project ( "the Project" ) is a joint development between BLOOMING PKA and InfraCo Asia ( represented by Infunde Development ). It will be the first commercial scale mangoes processing and marketing. The “Project” will utilize mangoes farmed by smallholder farmers. The main objective of this project is to provide a proof-of-concept for both Cambodian and international investors to invest in the growing mango business in Cambodia – without vertically integrating themselves into farming and land-owning business and by working with smallholder farmers directly and/or through farmer cooperatives.

The mango project is envisaged to consist of two mutually-exclusive businesses:
1. Washing & cleaning facility for fresh mango exports, and
2. Mango processing facility to produce value-added mango derivatives such as dried mango, mango puree, mango juice, mango flour, etc. Focus will be given on dried mangoes.

For both fresh and dried mangoes, the consultant (the “Market Consultant”) is expected to conduct a market and feasibility study for the development of a mango processing plant in Cambodia. We believe the following scope is crucial in investigating the commercial viability of developing such plant:

2.0.1 Consumption and Demand Analysis:
♦ Demand analysis for export markets including China, Korea, EU, USA,
♦ Key buyers (importers) into the EU, USA, China, Korea, and Middle East,
♦ Current practices of main competitors (key exporting countries of fresh and dried mangoes), initial strategy for BLOOMING PKA to penetrate the markets,
♦ Certifications required to penetrate the above markets and steps (costs, timeline, etc) to achieve said certifications.

2.0.2 Supply Analysis and Production Potential:
♦ Mango supply analysis – including, but not limited to, no. of hectares, output per hectare (broken down into high and low season), after post-harvest losses – with a focus on Kampong Speu province, and of secondary importance: Kandal, Pursat, Takeo and Kampot.
♦ Breakdown of types of mangoes produced (export grade, dried mango grade and domestic market grade).
♦ Competitors in raw mangoes sourcing (tons purchased per season, price purchased, etc).

2.0.3 Mango Value Chain:
♦ Identification and explanation of value chain actors such as input (e.g. fertilizer, pesticide, etc) suppliers, farmers, marketing agents, processors (domestic competitors) and exporters.
♦ Export route analysis – explore export routes from a theoretical Kampong Speu processing facility to key markets, with a detailed breakdown in each activity e.g. trucking, transfer from trucks to port facilities, port-to-ships, shipping, end port.

2.0.4 Margins analysis:
♦ Based on the supply and demand analysis above, recommend an optimal mango processing plant capacity and whether it makes sense to export & process both fresh and dried mangoes or to select one of them.
♦ Analysis of volume of inputs (raw fresh mangoes) required to produce a certain number of outputs (export-grade washed & packed mangoes, dried mangoes).
♦ Tracing of all operating costs associated with the mango value chain, including but not limited to:  farm-gate price (broken down into high and low season), transportation to processing plant, mango processing OPEX, transportation to key export port/airport (including related export duties), shipping costs and related import duties or receiving port’s costs.
♦ Tracing of all capital costs associated with the mango processing plant, including but not limited to: equipment costs (including import duties and licenses required for equipment imports), workers’ training program, land, cold storage, warehouse building, etc.

2.0.5 Recommendations & Further Actions:
♦ Outlining of further actions required to improve smallholder farmers’ livelihood and productivity, including technologies to improve yield and quality.
♦ Outlining further postharvest handling and standards required to enable access to key export markets.

The anticipated timeframe and related constraints for the market study include the following:

1. The full study, inclusive of time for Infunde to review & comment as well as time for the Market Consultant to conduct amendments, is expected to be completed in 75 working days from the date of the Notice to Proceed (NTP) – or at the latest by 31st May 2017.
2. The Market Consultant is expected to provide a progress report on the 25th working day of the assignment.
3. The Market Consultant is expected to provide a first draft of the study on the second progress report (on the 50th working day) for Infunde to review & comment.

The final output of the consultancy will be a comprehensive Report on the Dried and Fresh Mango Market Study produced in English.

The Report should include in its structure a brief and clear Executive Summary in its opening sections, and a chapter of Final Conclusions and specific Recommendations for action in its final section. Any bibliographical or other source of secondary information should be quoted in detail in a List of References at the back of the Report.

The Report should systematically mention and provide details of the institutions, organizations and people who have been the sources for gathering data or qualitative information, or the key informants for drawing conclusions and formulating recommendations.

All documents shall be submitted as drafts in both editable and non-editable files, for Infunde’s review and comment.  Final documents shall be submitted for Infunde’s approval after Infunde’s comments on the related draft documents have been appropriately addressed. The documents shall only be considered as final and approved following notification to that effect by Infunde, following receipt by Infunde of the final documents.

Infunde Development Pte. Ltd.
Main contact : Sovathara Heng ([email protected]) / (855) 11 888 111
(Cc) Benny Poerwanto Leonardi ([email protected]) / (+65) 9728-7236

Market Consultant
The Market Consultant shall designate the contact person(s) in charge of commercial, and technical discussions.

 - Kampong Speu: West, doorstep and 45km away Phnom Penh. Mango farm is located a long Kirirom Mountain about 50km away from Kampong Speu capital.
 - Kandal Province: the province surrounds Phnom Penh.
 - Pursat Province: Located in the western part of the country and access on National Road 5, around 175km from Phnom Penh.
 - Takeo Province: Southwest of the country next to Kampong Speu and Kampot Province. 70km away from Phnom Penh
 - Kampot Province : Southwest Province, 115km away from Phnom Penh. Next to Takeo, Kampong Speu Province

7.1 Proposal Information
The proposal to undertake the Market Consultant role for the Market Study described above shall include the following information:

1.    Work Plan and Methodology
Proposed overall work plan for management, supervision and reporting on the studies to be undertaken by the Market Consultant pursuant to the ToR.

2.    Qualifications
CVs and qualification statements from the Market Consultant to undertake the market study.

3.   Time Schedule
Proposed overall time schedule for the management, supervision, and reporting services to be provided by the Market Consultant.

4.   Price and Payment
Proposed man-hours and related detailed price for each item of the scope of work.  The price proposal shall clearly state what is included, and identify any additional applicable costs, taxes or fees that are specifically excluded from the price proposal.

Proposed terms of payment.

7.2 Proposal Submission Date

The Market Consultant’s proposal is required to be submitted to Infunde Development by 11 JANUARY 2017