COLOMBIA: MARKET CONSULTANCY: FUNCTIONAL FOODS (SELVA NEVADA MAPBIO)
INTRODUCTION TO GGGI
The Global Green Growth Institute (GGGI) is a treaty-based international, inter-governmental organization dedicated to supporting and promoting strong, inclusive and sustainable economic growth in developing countries and emerging economies. To learn more please visit about GGGI web page.
GENERAL INFORMATION
- Project: CO038-E1-3 Just Rural Transition in Colombia โ Bio Rural
- Duty Station: Remote/Bogotรก (Minagricultura)
- Contract Duration: (10) February 2025 - (15) August 2025
- Number of Workdays Estimated (internal purpose only): 122 daysโ deliverable based
- Consultant: Level 2
- Total Fees: Up to USD 13,000
PROJECT BACKGROUND
GGGI has a diverse portfolio of programs in developing countries around the world. Together with global products and services, these in-country programs focus on delivering results through an integrated approach of evidence-based green growth planning and implementation aligned to โcountriesโ development priorities. The organization also focuses on knowledge development and management activities, which build a solid theoretical and empirical basis for green growth while providing concrete options and guidance for policymakers and creating the conditions for public and private green infrastructure investments.
GGGI has been working with the Government of Colombia to advance green growth policies and green investments through strategic partnerships such as with the Ministry of Environment and Sustainable Development, the Ministry of Agriculture and Rural Development, the Ministry of Treasury and Public Credit, and the National Planning Department (DNP), among others. Since 2014, GGGI has supported the DNP in its objective of advancing a green growth vision and transition plan for Colombia that can help climate goals and SDGs achievement. GGGI supported the development of the Green Growth Taskforce led by DNP (2016-2018), which produced solid and relevant information for the design and concertation of the Green Growth Policy- GGP (adopted using CONPES 3934 of 2018).
One strategic axis of the GGP aims to promote the sustainable use of natural capital, which includes the Bioeconomy as one key strategy to foster the low carbon economy through adding value to generate products, processes, and services based on responsible use of biodiversity and biomass. In that regard, GGGI supported the Ministry of Science, Technology, and Innovation - MinCiencias, the National Planning Department, and other stakeholders in the technical design and concertation of the National Bioeconomy Mission โPara una Colombia Potencia viva y diversa: hacia una Sociedad impulsada por el conocimientoโ.
Besides, GGGI was awarded by the UKPACT program in 2021 Colombia to develop the project โAccelerating the development of new bioeconomy businesses and enhanced capacities for green jobs promotion and increased climate action ambition from policy implementation and integrationโ, in which a Bioeconomy Accelerator Mechanism was created to enhance the capacity of bioeconomy business and strengthen the capability of MinCiencias to meet their target of 126 and 500 bioproducts endorsed by 2022 and 2030, respectively: Complimentarily, a knowledge-sharing component to disseminate case studies, lessons learned, best practices, and recommendations.
GGGI with MinCiencias support, designed and launched 2019 the Bioeconomy Projects Acceleration Mechanism โ MAPBIO, which aims to provide technical assistance to accelerate bioproducts in the last mile. The first call for proposals received 26 proposals evaluated through a multicriteria analysis; the mechanism supported four bioproducts. After successfully implementing MAPBIO 1.0, GGGI was awarded an extension project for scaling up MAPBIO and developing further activities with MinCiencias and INNpulsa. The current call pro proposals MAPBIO 3.0 received were focalized in the Pacific and Amazon region and received 12 submissions and selected 2. In total, we have successfully supported 20 bioproducts to contribute to the national goal of reaching 500 registered bioproducts by 2030.
As part of the UK PACT Bio Rural project, GGGI has selected the company Selva Nevada and its initiative, โDevelopment of Functional Foods with High Added Value from Fruits of Colombian Biodiversity,โ as a beneficiary of the MAPBIO+ 2024 Call. This selection secures support for Selva Nevadaโs bioproduct acceleration processes during the 2025โ2026 period.
In this context, Selva Nevada has identified promising opportunities to develop a new line of functional foods centered on forest biodiversity conservation. The market for functional foods with high added value and scientifically proven health benefits is expanding rapidly, particularly in areas such as immune system support, mental health, weight management, and chronic disease treatment. Target markets for this product line are diverse, including institutional food programs, public procurement, the silver economy, and specialized physician networks. Additionally, there is significant potential in various consumer segments across all age groups.
The primary objective of this consultancy is to conduct an exploratory market analysis, leveraging both primary and secondary data sources, to design a sales strategy for the new functional food line. This strategy will align closely with Colombiaโs commitment to biodiversity conservation while addressing market demand.
OBJECTIVES OF THE ASSIGNMENT
The primary objective of this consultancy is to support Selva Nevada in accelerating the development of new bioproducts as beneficiaries of the MAPBIO+ 2024 Call for Proposals. By offering technical expertise, the consultant will conduct an exploratory market analysis using both primary and secondary data sources. This analysis will inform the design of a sales strategy for a new line of functional foods that aligns with Colombiaโs biodiversity protection goals.
[Specific Objectives]
1. Market Assessment
Analyze the potential market for the new functional food line, identifying and prioritizing key segments based on their likelihood of adoption.
2. Consumer Preferences
Examine consumer preferences and needs regarding products that promote biodiversity, and explore how these preferences influence the purchasing intentions for functional foods.
3. Strategic Recommendations
Develop actionable recommendations to ensure the successful launch and market positioning of the new product line.
DELIVERABLES AND PAYMENT SCHEDULE
The expected outputs are the following:
(1) Work Plan
The consultant must prepare a complete work plan, including objectives, metrics, timelines, and stakeholders for implementation. This document will include clearly defined objectives, metrics, timelines, and roles for all activities, as well as identifying key stakeholders and priorities. It will ensure alignment with the Selva Nevada goals and the broader objectives of the business strategy.
(2) Market Assessment Report
A document summarizing the findings from Phase 1 of functional food line development, focusing on market analysis, competition, and consumer behavior. The report will include detailed insights supported by graphs and tables to enhance data comprehension and provide a clear and actionable overview.
(3) Survey proposal and Methodology
The consultant will deliver a draft report that includes the initial version of the study, detailing the design and proposed online survey. This document will outline the methodology and target audience, providing a clear explanation of the approach and objectives.
(4) Final Report
The consultant will deliver a comprehensive final report that encapsulates the outcomes of the consultancy. This report will detail progress toward objectives, including statistical analyses, and present findings from the market assessment and the designed and implemented survey. Additionally, it will provide strategic recommendations for the launch of the new functional food line. Designed for presentation to the companyโs stakeholders, the report will feature:
- A characterization of target market segments.
- Insights into the buyer
- Key product features.
- Suggested marketing channels.
This final deliverable will serve as a roadmap for effectively positioning the new product line in the market.
[Deliverables, timeline, and payments]
Payment
Deliverables
Deliverables Description
Target Completion Date
Amount (% of total fee)
Payment 1
(1) Work Plan
A detailed work plan outlining methodology, timeline, milestones, validation meetings, and deliverables.
Within one week after the signing of the contract.
20%
Payment 2
(2) Market Assessment Report
Document with the market analysis, competition, and consumer behavior
Within five weeks after the signing of the contract.
40%
Payment 3
(3) Survey proposal and Methodology
Survey methodology and target audience
Within 9 weeks after the signing of the contract.
10%
Payment 4
(4) Final Report
Comprehensive final report,
-A characterization of target market segments.
-Insights into the buyer
-Key product features.
-Suggested marketing channels.
Within 25 weeks after the signing of the contract.
30%
REPORTING ARRANGEMENTS
The Market Consultancy reports to the Bioeconomy Associate under the technical guidance provided by the Selva Nevada Company. The consultant's work progress will be monitored primarily through periodic review meetings for planning and weekly short face-to-face (or virtual) meetings for prioritizing activities, all of that previous consensus with the Contract Supervisor. In this review, meetings will tackle subjects such as the overview of the contractual objectives, the development of activities, detailed information milestones, actual achievements made against the timeline initially set, and any other relevant progress details.
Deliverables will be produced in Spanish or English, by GGGI's formatting requirements, and submitted with proof of editable file back-up (e.g., .docx, .pptx) in the GGGI SharePoint system. Additionally, the consultant will deliver one monthly brief in English explaining the activities developed the month before and for any other deliverable, if so requested by the Project Manager. Where relevant, the consultant shall also provide raw data sets, research materials, and meeting notes related to the contractual objective.
The Global Green Growth Institute (\"GGGI\") is committed to transparency, accountability, and openness in the organization. In case of any doubt, please refer to our Whistle Blower policy in the link:
http://gggi.org/site/assets/uploads/2017/11/Whistleblower-Policy_02072015.pdf
Suggested methodology and competence requirements.
- The consultant should follow the specific methods provided by the Contract Supervisor.
- The consultant will best use both primary and secondary sources of information to develop activities defined under the contract objective.
EXPERTISE REQUIRED
(MANDATORY) Degree in business administration, international business, economics or foreign trade. It is positively valued to have a master's degree in topics related to the objective of the contract, but not exclusive. (MANDATORY) A least two (2) years of experience in the field of strategic planning, market analysis, marketing strategies and access to international markets and functional food lines. (DESIRABLE) A postgraduate degree in public policy, environmental management, sustainability, or other bioeconomy-related fields, related to the objective of the contract. Knowledge of the Bioeconomy, green business, or biocommerce context and hands-on experience working in Colombia is preferred. Proficiency in Microsoft Office applications (Word, Excel, PowerPoint, etc.) Exceptional analytical and quantitative skills; capacity for synthesis, presentation, and communication; and strategic thinking skills, and use of Big Data Tools for Business Analytics and Reporting. Organized with excellent time management. Proven ability to work with teams and collaborate. Ability to work well under pressure and have a flexible approach to tasks. Experience working with international institutions, the private sector, and government institutions is an asset.