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I.                     PURPOSE/OBJECTIVE

This work will be commissioned under the USAID’s Agribusiness Project (UAP) being implemented by USAID in collaboration with the Agribusiness Support Fund (ASF. The overarching objective of this assignment is to develop a database of horticulture and livestock sub-sector including quantitative and qualitative data.

II.                    BACKGROUND

Agriculture continues to be one of the major sectors of the economy in Pakistan. Majority of the country’s population is either directly or indirectly dependent on this sector. Agriculture contributes 21 percent towards the Gross Domestic Product (GDP), accounts for about more than half of employed labor force and is a major source of foreign exchange earnings. The sector is characterized by continued reliance on major crops, high yields gap and the absence of a dynamic and diversified high-value agribusiness sub-sector. A diversified and competitive agribusiness sector can contribute to export-led growth, food import substitution, enhanced food security, employment creation thereby contributing to poverty alleviation. The potential for agribusiness sector to expand is substantial, especially in the horticulture and livestock sub-sectors notably in the area of value addition, processing and marketing. To realize these potentials, interventions are required across all functions of value chains to improve their competitiveness and to enhance capabilities of value chain operators to respond to domestic, regional and international market requirements.

The UAP, which will be implemented by ASF in collaboration with experienced domestic and international partners, will contribute towards achievement of the broader development objective envisaged under USAID’s 2011-2015 Pakistan’s Agriculture Sector Strategy especially regarding Objective 1 i.e. “competiveness of horticulture and livestock-including  dairy value chains increased’. The overall goal of the project is to “support improved conditions for broad-based economic growth, create employment opportunities and contribute to poverty alleviation through increased competitiveness of horticulture and livestock value chains in partnership with all stakeholders”.

Specific objectives of the project are to; (i) strengthen the capacity in horticulture and livestock value chains to increase sales to domestic and foreign markets; (ii) strengthen the capacity of smallholders and farmer enterprises to operate autonomously and effectively; and, (iii) increase agriculture efficiency and productivity through adoption of new farming techniques and technological innovation among targeted beneficiaries.

Activities of the project are organized into two components i.e. (i) Technical Assistance (TA) for Capacity Building and Program Support; and, (ii) Partnership Window for Cost-Sharing Grants.

Under component-1, the project will provide on-going technical and capacity building assistance to upgrade and strengthen capacities in the priority value chains within horticulture and livestock sub-sectors through its four sub-components including: (1) International Technical Assistance & Program Delivery Support, (2) International Market Linkages Development, (3) Kisan Field (Schools (KFS), and (4) Capacity Building, Training & Awareness.

Component-2 of the project involves launching of a national cost-sharing grants program, offering a wide range of customized assistance options to key players within the priority value chains. Focused assistance will be provided in the priority value chains, including: agribusinesses (processors, exporters, market operators, value adding and other related SMEs), farmers and farmer enterprise groups, farmers’ associations, processors and exporters, transporters, service providers including business development service providers, and other key players, in order to address gaps and market failures with the ultimate objective to strengthen private sector and market systems. Focus of investments will be on up-stream marketing and processing (off-farm) aspects of the value chains for fostering value addition and to capitalize on strengthened capacities through assistance provided under component-1.

Currently, no system is in place through which an easy access to information on this most important sector of Pakistan can be ensured.  The Agribusiness Project is currently undertaking preparatory program for benchmarking the horticulture and livestock sub-sectors, including development of a database of relevant data. This assignment will specifically focus on the development of a database, covering all aspects of the horticulture and livestock value chains.

III.                  STATEMENT OF WORK

The database will be created with the following coverage:

  • Sub-sectors of horticulture and livestock;
  • horticulture subsectors will include fruits, vegetables and condiments and manufacturing industries including bi-products manufacturing industries;
  • livestock will include dairy, meat, fisheries and poultry subsectors;
  • geographical scope for including the data will include all four provinces (Balochistan, Khyber Pakhtunkhwa, Punjab, Sindh) and three special regions (FATA, Gilgit Baltistan, AKJ) of Pakistan, as well as selected markets.
  • indicators of the project (baseline data).


The proposed Agribusiness Database will include various types of information sets, ‘Quantitative’ and ‘Qualitative’ and audio/visual. The consultants will assist the project to develop a database for which the following scope is envisaged:

Quantitative Information

  • Quantitative information will be based on statistics available from different sources (mostly government organizations/departments) and other agencies;
  • This will include the time series data related to horticulture and livestock products for at least last ten years;
    • Production, acreage and yields statistics (country-wide, by province, by district and compared with top ten global producers)
    • Trade statistics including volumes, values and unit prices (Pakistan’s imports and exports statistics and global top 10 competitors)
    • Wholesale/retail price data (local/international)
    • Sowing and harvesting calendars
    • Lists of major stakeholders (producers, exporters, traders, input suppliers and manufacturers/processors, etc.)
    • List of major fruit, vegetables, livestock animal, fisheries and poultry markets
    • Number of farms distributed with respect to size
    • Details of poultry and fish farms
    • Crop/Farm budgets
    • Prices of major inputs
    • Packaging material used for various products
    • Projection of demand for major commodities (horticulture and livestock products-2020 and 2030)
  • Data will be segregated on the basis of:
    • Geographical areas and regions as well;
    • Variety, species, etc. (to the extent of available details);
    • Trading partner countries
  • Qualitative information will provide insights into dynamics, issues and opportunities of Horticulture and Livestock sectors; The qualitative information should be compiled with a view to support decision making processes for the main target audiences for the data bases, including senior policy makers, investors,  importers and exporters of horticulture, livestock, dairy and fisheries sub-sectors covered under this assignment;.
  • An archive of studies and technical reports undertaken in the last 10 years will be included and its abstracts will be compiled.
  • For creating awareness about the products and potential of different horticulture and livestock sub-sectors, information will be presented in the form of sub-sector presentations, profiles and documentaries. This information will be a combination of quantitative and qualitative information.

Qualitative Information

Awareness Raising (Sector Documentaries)

Sources of Quantitative Data

Sources for quantitative data will be the statistical databases that are developed/maintained by different departments of the government, international agencies, projects, and private service providers.

Sources of Qualitative Data

For qualitative insights about different sectors/products, agribusiness database will also have qualitative analyses. This will be based on primary data collected by Agribusiness Support Fund through its PRHA/LA exercise. Information will be provided to the Consultant in soft form that will be arranged and included in the database.

Presentation of Data

•               Information will be made available in a manner that makes it very easy for the user;

•               The database will be interactive;

•               Information will be made available through web/CDs/Flash Drive;

•               Information will be presented in different possible ways of data viewing, such as district-wise, product-wise, variety-wise, etc. Details will be worked through during the development process.

Availability of Data

•               Agribusiness Support Fund will create all the required institutional linkages and understandings for getting data from all the available sources; and VCAs

•               ASF will also provide information collected through PRHA/LA being carried out in all the provinces/regions of Pakistan.


•               All the presented data must have the sources mentioned


The consultants will be expected to perform the tasks in a systematic manner and develop a detailed methodology at the outset of the assignment. The process applied to the assignment shall be consultative and participatory and progress should be validated at various stages. The consultants will work with the project staff throughout the project area to collect required information, analyze and compile data.

Suggested methodology that will be revised together with consultants is briefly described below;

Document Review: The consultants will review all relevant available data/reports related to the tasks. In addition to reviewing documents briefing materials will be provided by the project. The consultants will also be facilitated to have access to relevant national and international data sources.

Field Consultation: The consultants together with project staff will develop a tentative list of stakeholders to be consulted for gathering any relevant information if need be.  Additional individuals may be identified by the consultants at any point during the consultancy. 

Design of Dashboard/Database: The consultants will design and produce a user friendly template for data presentation (stand alone and web-based interface) and the overall design of the database, before populating it with data, in close consultation with Project M&E staff.

Information Collection and Management: The consultants with the help of the Project staff will collect both quantitative and qualitative data and populate the agreed design of the database.

V.                   DELIVERABLES

  • Database of horticulture and livestock sub-sectors covering last ten years;
  • Interactive software/web based interface with user-friendly dashboard; and
  • Interactive CD/flash drive with tabulated and graphical presentation of data.


It is anticipated that the period of performance of this assignment will be for about 40 days between 16th July and 15th September. A tentative schedule of activities follows:



Estimated Timing

Preparation of detailed implementation plan, dashboard design and database layout

One week

16th  – 21st July 2012

Review all relevant available data/reports related to the project and assigned tasks

Two weeks

23rd Jul – 3rd Aug 2012

Populating the Database

Two weeks

6th  – 17th Aug 2012

Digitization of GIS maps

One week

20th – 24th Aug 2012

Validation and Pilot Testing

One week

27th - 31st Aug 2012

Debriefing/Presentation on findings and recommendations


5th Sep 2012

Finalization and submission of final database after incorporation of feedback

One week

10th – 15th Sep 2012

Note: Week to be counted as five working days


The team of consultants will include:

(i)    Economist/Statistician (1) with economic/market system analysis background; (40 days input)

(ii)   Enumerators/Data Feeding Associates (3); data feeding and analysis background (40 days input)

Database Expert and GIS specialists are already available in the project who will be part of the team to undertake this assignment.


Overall Guidance:

The consultants will work under the overall direction of the Chief of Party and report through the Director M&E.

UAP will introduce the consultants to relevant implementing partners, government officials and other individual key stakeholders for the accomplishment of activities through introductory letters or advance phone calls.

UAP will facilitate and approve work-related field trips, interviews, and meetings.



(i)                   Economist/Statistician: Master degree in agricultural economics, business administration or social sciences.

(i)                   Enumerators/Data Feeding Associates: Master degree in rural development, business administration, agriculture or social sciences.


(i)                   Economist/Statistician: At least 15 years background experience in value chain analysis, international trade analysis, database development, marketing and/or farming system analysis;

(ii)                 Enumerators/Data Feeding Associates: At least 01 year experience in data collection/surveys/studies using participatory tools.


Excellent English writing and speaking ability is required.  The candidates should have demonstrated capacity to communicate complex policy, strategy, and program issues both verbally and in writing in a clear, concise, and well-organized manner.

Knowledge, skills and abilities: 

Knowledge of participatory appraisal is essential. Skills in the use of MS Office are also essential. The consultants should be able to travel extensively within country.


Candidature will be evaluated and scored through the criteria below.  The total possible is 100 points.

Education:  20%

The extent to which the applicant meets or exceeds the required level of education as described above

Experience:  35%

The extent to which the applicant's relevant experience and technical expertise meets or exceeds the requisite levels of professional experience set forth above.

Language:  10%

The extent to which the applicant meets or exceeds the required language ability as explained above.

Knowledge, Skills and Abilities:  35%

The extent to which the applicant's relevant experience meets or exceeds the requisite levels of acquired knowledge, skills and abilities as set forth above.  Applicants seeking the required qualifications for the position will be evaluated based on information presented in the application and reference checks.  The USAID’s Agribusiness Project reserves the right to conduct online interviews.