Sequa gGmbh likes to hire competent firms or individual consultants for SMEs working with in three major areas including ISO certification, branding and communication and agricultural input sourcing.



  • Category : Baseline Consultancy
  • Posted Date : 02/05/2022
  • E-mail :
  • Source : Reporter
  • Closing Date : 02/13/2022


Terms of References, National Consultants

General Background Information

Implemented on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ), the Special Initiative Jobs  on Training and Job Creation under the invest for Job brand(SI Jobs) program of Deutsche Gesellschaft für Internationale Zusam- menarbeit GmbH (GIZ) is promoting job-creating growth in selected sectors in Ethiopia. The SI-Jobs targets private sector development for economic clusters in selected geographical areas and promotes sustain- able investments that leads to more employment.

The sequa gGmbH implements the SME Grant Scheme in Ethiopia on behalf of the GIZ Invest for Jobs Scheme. The SME Grants Scheme targets SMEs, mainly in the Agroprocessing and textile/ garment sector. The overall objective of the SI-Job is to increase innovation and productivity in selected SMEs in both sectrs in Ethiopia in a way that creates jobs. The growth of the private sector plays a crucial role in the overall growth of a nation.

Sequa gGmbh has been providing various support to selected SMEs found in Addis Ababa, Oromia, Amhara and South Nations and Nationalities Peoples Regional States. The support aimed at improving quality of products, increasing product diversity, production capacity, access to market and financial sustainability. The program has been running for more than a year. During the implementation period, various interventions were rolled out and the SMEs managed to improve productivity and increase sales and ultimately generate employment opportunities.

Sequa gGmbh likes to hire competent firms or individual consultants for SMEs working with in three major areas including ISO certification, branding and communication and agricultural input sourcing. Therefore, sequa invites national consultants to submit their expression of interest, capacity statements, and technical and financial proposal for each service. Detail of the assignments are given below:

  1. Terms of Reference: ISO Certification Expert, APINEC Agro Industry PLC in Bonga

APINEC Agro Industry PLC is an organic honey and beeswax production company located in Bonga, established in 2005. Mr. Wubishet Adugna is the founder, shareholder, and CEO of the company. APINEC Agro Industry PLC operates on its own natural forestlands based in SNNPRS and with 253 organic honey out-grower beekeepers organized into seven groups. The firm is equipped with modern honey and beeswax processing machinery. It manufactures bee-keeping equipment such as beehives and queen bee rearing kits for its own and honey out-growers production. APINEC Agro Industry PLC is certified by ECOCERT for organic honey and beeswax. An ISO 22000 certification expired. The Company has been engaged in processing and exporting refined ISO and organic certified honey and beeswax mainly to the EU and USA market and to major Ethiopian supermarkets and government institutions. The beeswax foundation sheets had been delivered mainly to honey-producing farmers of Tigray, Oromia, Amhara, and SNNPRS.

Objectives of the intervention:

Loss of vendors due to COVID-19 and the additional security issues of last export season has negatively affected the company’s performance. Since the company started its export business in 2009, it exported 400 tons of natural honey and 7 tons of beeswax to the EU market. It was also planned to produce and market two-fold honey and beeswax and 45,000 readymade beeswax foundation sheets to cater to the needs of the local and international market per annum.

The objectives to be achieved by the intervention is the take-up of the disrupted export activities of the company by improving product quality through facilitating food safety management certifications (ISO 22000:18) for its own 87 ha of natural forestlands based in SNNPRS, Kaffa Zone (Gimbo 36.4ha, Decha 30ha, and Gesha 20.6ha) and for the certification of its honey out-grower beekeepers organized into seven Groups totaling 253 beekeepers.

Job Title of the Consultant: ISO Certification Expert:

We are looking for an outstanding and motivated ISO Certification Expert to support APINEC Agro Industry PLC in acquiring ISO 22000:2018 (Food Safety Management Systems) certification for possible export to the European Union and other global destination markets. The expert must have a minimum of 10 years of industry experience and ISO Food safety management Systems certification schemes for EU markets.

Objectives of the Assignment:

  • Achieving ISO 2200:2018 (Food Safety Management Systems) Certification for export to the European Union for APINEC Agro Industry PLC

Specific technical tasks (to upgrade production capacity)

A consultant is expected to offer a well-defined and globally proven implementation methodology for ISO 22000:2018 Food safety management system certification, which includes the following major tasks:

  • Gap Analysis
  • Awareness Training
  • Hazard analysis and risk analysis
  • Project Planning and Organization
  • Process Identification and Documentation
  • System Development and Implementation
  • Management System Documentation
  • Documentation Reviews
  • Finalizing and Approval of Food Safety Management System Manual
  • Approval and availing the documented system for implementation
  • Pre-Assessments
  • Support during the Certification Process
  • Follow-up with the nominated inspector of the certification body
  • Continual Improvement Process
  • Conduct any other activity as needed to achieve certification


  • Guide APINEC Agro Industry PLC to achieve ISO 22000:2018 certification certificate for export in the EU and other global market destinations.
  • Produce ISO 22000:2018 management map for the Company

Working Condition:

The enterprise will provide all available data for the expert/consultant. In case of data gaps, the expert is expected to fill such gaps in close collaboration with the company. The consultancy is to be conducted at Bonga and its surroundings in close collaboration with APINEC Agro Industry PLC.

Duration of Work

The activities are foreseen to be conducted from February 20 to April 15, 2022. The total duration of the consultancy is up to 30 days.

  1. Terms of Reference: Branding and communication Expert, Emebet Commercial Beekeeping for Environment (ECBE)

ECBE started its apiary with 382 beekeepers in Gurage zone. Planting suitable indigenous trees was part of activities to restore biodiversity that was affected by quarry activity for road construction. Then, waste disposal, next to the apiary brought adverse conditions with ecosystem, which forced the company to change supply base. ECBE continued its work with beekeeping communities in bio-diverse UNESCO protected forest area of Kaffa, Ilu Aba Bora and Majang zones (currently reaching around 600). As sourcing is a key part of the supply management strategy, the SME supported suppliers by providing sustainability workshops and trainings, which gave them opportunity to gain an in-depth understanding of sustainability requirement and to share best practices. To serve the genuine demand for natural honey and beewax, processing facility is launched in 2017, in compliant with international food safety requirement. Crude honey is tested on agreed parameters before purchase from contracted out-growers, transported to the production gate, processed and marketed in the local market and exported to Europe & USA. currently the company serve around 20 supermarkets in Addis Ababa. it see growth potential and want to reach at least 60 supermarkets throughout the country ( Bishoftu, Adama, Hawassa and 2 corporate sales.

Walta candles, product of the company, is the company’s first product diversification effort with unique designs and sizes are on sale in multiple supermarkets through separate legal structure.

Another product line is natural candy production, with its main ingredient honey. The SME has been undertaking extensive research on the need and preference of the candy in the local market. Recently the SME has procured a new candy production line with the support from GIZ/sequa and production is going on.

The company believe that the current brand name and design of the honey and candy line do not represent the source of its product. In addition, it is politically sensitive. Therefore, there is a need for brand positioning. The SME want to develop an identity that is in line with the origin of its product. 

Objectives of the Assignment

The major objective of the assignment is developing a new brand and communication concept of the company as the leading honey and candy processing plant in Ethiopia

Description of specific activities:

The assignment is expected to have the following specific descriptions

  • Local market study for the formation of branding and communication strategy in a business context, brand context and communication,
  • Developing branding and design its execution plan for the enterprise
  • Designing market communication concept
  • Undertake research on customer perception of the developed brand and propose strategies to further improve the brand.
  • Product branding and packaging attributes required for candy to sustain in the local market
  • Train company staff on customer service and understanding of the whole marketing strategy



  • Draft branding framework including research finding
  • Present proposed brand identity profile to Management team of the company, which includes
    • Three options of brand names for each
    • Three logo options with rationale for each
    • Three colour options and rationale for each
    • Three options for tag lines and rationale for each
  • Present to management team consumer test study report and recommendations for final brand identity
  • Presentation to management of proposed brand rollout strategy, brand usage and applications guidelines.
  • Prepare a draft report for review and comments, after which 3 final sets of each shall be submitted in 1 original and 2 copies for approval.


Expert is expected  to organize tailoring already developed raw contents to the needs of potential customers in professional business language, layout etc. Therefore the deliverables are:

  • Develop appealing contents of website , flyer, brochure,
  • Develop communication/PR templates,
  • Half day training to key staffs on the usage templates

Job Title of the Consultant: Branding and Communication Expert

We are looking for an outstanding motivated senior branding and communication consultant or team of experts with technical experience branding and communication of private local manufacturing companies preferably in the honey and candy sector and also interested to work with SMEs in the sector. We look for an expert having the following profile:

  • Undergraduate degree in Marketing, branding or communication or related field from a recognized Institution and a professional qualification such as CIM or any other qualification.
  • A minimum of 10 years’ experience in the field of brand and communication development activities.
  • Must demonstrate and evidence relevant technical experience and experience related in developing branding and communication of similar activities in Ethiopia
  • A great portfolio that shows a history of branding and communication success
  • Strong copywriting and communication skill
  • Experience of working with SMEs branding and communication
  • Good written and oral skill (English)
  • Ability to work in a team
  • Excellent ability in client communication

Working Condition

The consultant/s must work closely with the company and the company will provide all available data for the expert. In case of data gaps, the expert is expected to fill such gaps in close collaboration with the company. The activity require expertise of branding and communication. Individuals having both experience is preferable. However, a team of both experts could be another option.

Duration of Work

The activities are foreseen to be conducted from February 20 to April 15, 2022. The total duration of the consultancy is up to 30 days.

  1. Terms of Reference: Agricultural input Sourcing Expert for SMEs in Poultry feed, Oats and skin and hair oil production

Challenges faced by the SMEs

The targeted SMEs share the challenge of proper and direct product procurement visa – vis sourcing of products or inputs, that ensures customers supply with the right quantity or quality goods at the right time within agreed cost. The SMEs operate in multifarious and inconsistent suppliers’ chains, which prevent them from functioning effectively.

As of now, most of the SMEs have not been able to issue binding purchasing contracts with farmers, farmers’ cooperative unions, and agro-processing industries with oil cakes or press cake and other agro-processing by-products. The SMEs mainly purchase the input products either from expensive third party intermediaries or from the logistical challenges spot markets located across the country. Regardless of all these key difficulties, the entrepreneurs have no option but to fall back to this process since they lack choice or real methods of organizing the main supply chain that involves relevant farmers, farmers cooperative unions, and agro-processing industries.

Job Title of the Consultant: Agricultural input sourcing expert

GIZ/sequa is looking for an outstanding motivated senior input-sourcing specialist to support targeted SMEs located mainly in Addis Ababa and its surroundings to improve the Input-sourcing chain management system. The consultant/expert is expected to have the following profile:

  • University degree in Agribusiness, Agricultural Economics, Economics, Business, International development or related fields.
  • Relevant experience in sourcing agricultural inputs, input market linkage, supply chain management
  • Knowledge of the commodities to be sourced
  • Proven experience in agribusiness consulting
  • Relevant experience of working with Ethiopia SMEs
  • Good written and oral skill of English language
  • Ability to work in a team
  • Excellent ability in client communication

Objectives of the Assignment:

  • Improve agricultural input sourcing operations of three SMEs

Description of detail Tasks:

  • Conduct desk review of relevant product procurement of the companies’ visa – vis sourcing of products or inputs.
  • Carry out research, create and execute strategy, define quality and quantity metrics, and choose suppliers that meet these criteria.
  • Support the SMEs in developing a long list of reliable input suppliers
  • Support the SMEs to expand and create a good supplier base and proper supply channel
  • Assist in building and maintaining vendor relations, vet suppliers, create and maintain a supply chain of vendors who are ideal to the organization’s needs.
  • Support in development of generalized supply chain strategy
  • Develop commodity based chain strategy
  • Support the SMEs in linking with agricultural cooperatives and agro-processing industries
  • Facilitate MoU signing with agricultural cooperatives and agro-processing industries


To prove the accomplishment of the detailed tasks, the consultant shall deliver the following

  • Inception or assessment report
  • Input sourcing chain management strategy document
  • Support the SMEs in developing a long list of reliable input suppliers.
  • Report on the number of negotiated contracts with input suppliers (a minimum of 2 contracts per SME)
  • Contribution to workshops and capacity building events in case organized by sequa.
  • Midterm debriefing among the consultant, the company, and sequa to see the progress.
  • Other specific deliverables may be agreed upon with companies after the launching/inception report

Working Condition:

The consultancy is to be conducted in Addis Ababa, however, frequent travels to other parts of the country could be arranged depending on the location of inputs to be sourced in close collaboration with GIZ/sequa office. The GIZ/ sequa covers transport and accommodation cost.

Duration of Work:

The activities are foreseen to be conducted from February to the end of June 2022. The total duration of the consultancy is up to 60 days.

Application Procedure:

Please send your financial and technical offer together with a capacity statement to by 13th February 2022. Interviews will be arranged immediately. For further information or request you may send your E-mail.