REQUEST FOR PROPOSALS FOR A CONSULTANT FOR MARKET ANALYSIS OF NATURE-POSITIVE BUSINESSES AND MARKET RECEPTIVITY IN EMBU & KIRINYAGA COUNTIES (Kenya)

REQUEST FOR PROPOSALS

MARKET ANALYSIS OF NATURE-POSITIVE BUSINESSES AND MARKET RECEPTIVITY IN EMBU & KIRINYAGA COUNTIES

Summary Information

RA Department: Impacts Programs, EASA

Location(s): Embu and Kirinyaga Counties, Kenya

Commitment: 60 working days

Desired start date and duration: August 24, 2026, to October 30 2026

Under direction of: Project Coordinator- FLOURISH

About the Rainforest Alliance

The Rainforest Alliance (RA) is an international nonprofit organization working at the intersection of business, agriculture, and forests to make responsible business the new normal. We are building an alliance to protect forests, improve the livelihoods of farmers and forest communities, promote their human rights, and help them mitigate and adapt to the climate crisis. We envision a world where people and nature thrive in harmony.

The Rainforest Alliance is creating a more sustainable world by using social and market forces to protect nature and improve the lives of farmers and forest communities.

For more information, please visit http://www.rainforest-alliance.org/about.

Overview

Rainforest Alliance (RA) is implementing a project within Embu and Kirinyaga Counties of Mt. Kenya Landscape—i.e., Financial and Livelihood Opportunities Using Regenerative Innovation for Sustainable Households (FLOURISH), funded by The Coca-Cola Foundation (TCCF), to strengthen inclusive livelihoods, regenerative agriculture, and resilient supply chains in the Mount Kenya region.

The FLOURISH Project focuses on the economic empowerment of women and youth through an integrated approach that combines access to inclusive finance, enterprise development, market linkages, and regenerative agricultural practices. The program targets rural producers and entrepreneurs by strengthening Village Savings and Loan Associations (VSLAs), scaling nature-positive income-generating activities, and improving access to affordable financial services through revolving funds, digital finance solutions, and linkages to formal financial institutions. The FLOURISH Project places strong emphasis on gender equity, youth inclusion, and community-led financial systems that enable sustainable enterprise growth and long-term resilience.

The FLOURISH Project creates a coherent programmatic framework that links inclusive finance, regenerative production systems, enterprise development, and market access. These initiatives are designed to mutually reinforce economic resilience, environmental sustainability, and inclusive growth for smallholder farming communities, while delivering measurable social, environmental, and supply-chain outcomes

1. Background & Rationale

Rainforest Alliance, through the FLOURISH PROJECT, seeks to understand the broader market landscape for nature-positive businesses in Embu and Kirinyaga counties. The study is not limited to FLOURISH-supported enterprises. RA wants county-level intelligence on existence of nature-based enterprises, what they produce, volumes, buyers, market receptivity, pricing, and buyer sourcing preferences.

Nature-positive businesses include but are not limited to tree nurseries, beekeeping, insect farming, livestock feeds production, poultry, pig farming, aggregation of farm produce, spice farming, and value-addition of agricultural products.

1. Overall Objective

To conduct a comprehensive market analysis of nature-positive businesses in Embu and Kirinyaga counties and assess market demand, pricing, and buyer willingness to source from environmentally conscious producers.

1. Specific Objectives

The consultant will:

1. Map Existence and Profile: Identify and profile all active nature-positive businesses in both counties. Who they are, location/ward, year started, business model.
2. Assess Production: Document products/services, average monthly/annual volumes, seasonality, quality standards, and post-harvest losses per business type.
3. Map Market Channels: Identify who buys these products — traders, processors, supermarkets, hotels, institutions, exporters. Map key market channels and routes to market.
4. Analyze Market Receptivity: Assess buyer awareness and perception of “nature-positive/environmentally conscious” production.
5. Assess Willingness to Source/Pay: Determine if buyers prefer sourcing from nature-positive businesses vs conventional. Test willingness to pay premium at 0%, 5-10%, 15-20% price points.
6. Analyze Pricing: Document farmgate, wholesale, retail prices. Compare prices of nature-positive vs conventional products where applicable.
7. Identify Gaps and Opportunities: Highlight supply gaps, market entry opportunities, constraints, and recommendations for strengthening market linkages.
8. Geographic and Target Scope

Counties: Embu and Kirinyaga

Sub-counties: Runyenjes and Manyatta in Embu, Kirinyaga East and Kirinyaga Central in Kirinyaga – all wards.

Target Respondents: Not limited to FLOURISH beneficiaries. Include:

• Nature-positive businesses: 20-30 enterprises per county, across all business types listed
• Market actors: 10-25 per county – aggregators, processors, retailers, hotels, institutions
• Buyers/Consumers: 40-50 per county for (Willingness to Pay) WTP survey

1. Methodology

• Desk Review: County CIDPs, KNBS, KEPHIS, KALRO, Kenya Association of Manufacturers (KAM), market reports
• Business Mapping: Use snowball and key informant approach to identify businesses beyond project lists
• Primary Data:

- KII with businesses: production, challenges, buyers

   - KII with market actors: volumes bought, sourcing criteria, price premiums paid

   - Buyer survey: awareness and WTP for nature-positive products

   - Market price surveys in 4-5 major markets per county

• Analysis: Value chain mapping per product, gap analysis, market sizing

1. Deliverables and Timeline

SN/NO

Deliverables

Timeline

1.

Inception Report: Sampling frame, tools, workplan, list of markets

Day 5

2.

Business directory: Database of mapped nature-positive businesses with contacts, products, volumes

Day 15

3.

Draft report and validation: Full findings

Day 25

4.

Validation workshop: Present to RA and county departments of agriculture

Day 28

5.

Final report with Business directory, price dataset, value chain maps, WTP analysis table

Day 30

1. General Terms and Conditions for Request for Proposal

• Applicants must provide all requisite information under this RFP and clearly and concisely respond to all points set out in this RFP. Any proposal, which does not fully and comprehensively address this RFP, may be rejected.
• Proposals and/or any additional information received after the submission time and date are subject to rejection by RA.
• Incomplete proposals may be rejected by RA at its discretion.
• RA reserves the right to request additional information at any time during the procurement process.
• RA is at liberty to make multiple or no selections as part of the proposal process. RA also reserves the right to cancel the procurement.
•  All proposal costs shall be borne by the applicant and will not be reimbursed by RA.
• It is the responsibility of every bidder to identify any information of a confidential or proprietary nature contained in its proposal so that it may be handled accordingly. However, RA cannot guarantee confidentiality.

1. Consultant Qualifications

• Masters in Agricultural Economics, Agribusiness, Market Research
• 7+ years’ experience in market/value chain studies across Kenya
• Demonstrated ability to conduct county-wide business mapping and buyer surveys
• Experience with “green/sustainable product” market studies is highly desired
• Team must include enumerators fluent in Kikuyu/Embu dialects

1. Proposal Process and Format

A signed Letter of Interest, indicating the applicant’s interest, availability, and suitability to undertake the assignment.

Technical Proposal (Maximum 5 pages, excluding annexes)

The Technical Proposal should clearly demonstrate the applicant’s understanding of the assignment and proposed implementation approach, and must include:

• A clear understanding and interpretation of the Terms of Reference.
• A proposed approach and methodology
• A detailed workplan and schedule of activities aligned with the deliverables.
• Team composition, including roles and responsibilities, with CVs of proposed team members (maximum three pages per CV).
• Proof of required competencies, including references for at least three similar assignments of comparable scope and complexity.

Financial Proposal

The Financial Proposal should be submitted separately and include:

• A detailed consultancy fee proposal (in KES), broken down by level of effort and key activities.
• A clear budget for logistical arrangements, including travel, accommodation, and field-level costs, where applicable.

1. Consultant Selection Criteria

Proposals will be evaluated based on the following criteria:

• Demonstrated understanding of the Terms of Reference.
• Quality and robustness of the proposed methodology, including innovation and value addition.
• Evidence for successful completion of similar assignments, particularly in market surveys.
• Team composition, qualifications, and firm’s capacity.
• Cost-effectiveness and clarity of the financial proposal.
• Availability

Criteria

Weight (%)

Technical proposal

80

• Understanding of TOR

30

• Methodology

30

• Team composition and expertise

10

• Previous experience

10

Financial Proposal or budget

10

Availability

10

Total

100

Anticipated Maximum Level of Effort by the Consultant:

The anticipated maximum level of effort for the Consultant is Sixty (60) net working days, spread over two (2) month-period from August to October 2026. The level of effort will cover all activities outlined in this Terms of Reference

The stated level of effort excludes time required by Rainforest Alliance for review, validation, and approval of deliverables, as well as any delays attributable to external factors beyond the Consultant’s control. The Company will be expected to manage time effectively and coordinate closely with Rainforest Alliance’s designated staff to ensure timely submission of all deliverables in accordance with the agreed workplan.

Proposals should be submitted to [email protected] and cc to [email protected] with the subject line “Market analysis of nature-positive businesses and market receptivity” on or before August 14th, 2026

Finalists will be notified of their selection by August 21, 2026.

Contact person for questions

Janet Muema, [email protected]

Deadline for submission of proposals

August 14th , 2026

Thank you for your interest in working with the Rainforest Alliance