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NOTE: Consultants must be eligible to work in the United States and preferably based in Puerto Rico.
Title: Market Research & Branding for Puerto Rican Climate Smart Coffee
Puerto Rican coffee, with its rich history, unique flavor profile, and commitment to sustainable practices, holds a distinctive position in the global coffee market. Recent initiatives, such as the “Climate Smart Puerto Rican Coffee” project known locally as Cafe del Futuro, a four-year project funded through USDA’s Partnerships for Climate Smart Commodities and implemented through a consortium including the NCBA CLUSA, PROCAFE, University of Puerto Rico, La Liga de Cooperativas de Puerto Rico and SustainCERT which seeks to incentivize 2000 farmers to implement Climate-Smart Agroforestry practices (CSAP) on 10,000 acres, quantify and verify GHG emissions from the CSAPs, as well as improve market access for climate-smart coffee products. These CSAPs not only ensure the resilience of coffee farms against changing climate patterns but also contribute to environmental conservation, enhancing the quality and sustainability of the coffee produced. Given this commitment to both excellence in flavor and sustainability, Puerto Rican coffee has the potential to be positioned as a premium, environmentally conscious product in both local and international markets. To fully leverage this potential and communicate its value to consumers, a comprehensive understanding of current market dynamics and targeted branding efforts are crucial.
- Identify potential markets, both locally and internationally, for Puerto Rican specialty coffee produced using Climate-Smart practices and Corporate Value Chain (Scope 3) verification.
- Develop branding strategies to position and promote Puerto Rican coffee as a premium, and sustainable product.
III. Scope of Work:
1. Market Research:
1.1. Conduct primary research, including surveys and interviews, targeting coffee consumers, retailers, wholesalers, and other industry stakeholders.
1.2. Analyze secondary data sources, including existing market reports, trade data, and industry publications.
1.3. Identify market trends, preferences, and potential growth areas for differentiated Puerto Rican climate smart coffee. This should identify
1.4. Assess the competitive landscape by evaluating the strengths, weaknesses, opportunities, and threats of competing coffee-producing regions as well as market access for individual producers versus cooperatives or other forms of producer organizations.
2. Branding Initiatives:
2.1. Develop a unique selling proposition (USP) for Puerto Rican climate smart coffee based on research findings.
2.2. Design a cohesive brand identity, including logo, packaging, and promotional materials, that resonates with the target audience
2.3. Create and implement a marketing and communication strategy incorporating Scope 3 verification that leverages various channels such as social media, events, partnerships, etc.
2.4. Engage with local coffee producers and stakeholders to ensure brand alignment and consistency throughout the coffee value chain.
3.1 Market Research Report:
- Market Overview: Detailed analysis of the current coffee market landscape, identifying major players, market size, growth trends, and consumption patterns.
- Target Audience Analysis: Identification and profiling of potential consumer segments that would be interested in specialty coffee, especially those valuing sustainable and Climate-Smart practices. Where possible, include sourcing requirements such as supplier size (individual, cooperative, corporation, etc.), volumes, certifications highlighting interest in Scope 3, and sensory profiles/Q-Grading scores.
- Competitive Analysis: A comprehensive overview of major competitors, their market positioning, branding strategies, strengths, and areas of opportunity.
- Pricing Analysis: Insights into optimal pricing strategies for Puerto Rican specialty coffee, taking into consideration both local and international market dynamics.
- Recommendations: Actionable insights based on research findings, suggesting potential markets to target, strategies to adopt, and potential challenges to anticipate.
4. Branding Strategy Blueprint:
- Brand Identity Development: Recommendations and guidelines for creating a distinctive brand identity for Puerto Rican specialty coffee, including logo design, color palette, typography, and other visual elements.
- Brand Narrative: Crafting a compelling story for Puerto Rican specialty coffee that emphasizes its Climate-Smart practices, rich history, and unique flavor profile.
- Marketing and Promotion Strategy: A plan detailing potential marketing channels, promotional activities, and partnerships that can be leveraged to enhance brand visibility and recognition.
- Digital Strategy: Recommendations for online positioning, including website design, social media strategy, content creation, and online advertising opportunities.
- Launch Plan: A step-by-step guide for introducing the new brand identity to the market, including timelines, resource allocation, and potential events or collaborations.
5. Stakeholder Presentation: A comprehensive presentation outlining the research findings, branding recommendations, and strategies for different stakeholders, including farmers, distributors, and potential partners.
6. Feedback Mechanism: A system or platform where stakeholders, especially coffee producers and partners, can provide their feedback on the proposed branding strategies, ensuring continuous improvement and alignment with community values.
Technical and Cost Proposal
The candidate contractor will submit a cover letter explaining their approach and methodology to the assignment and a realistic estimate of the cost of this initiative, including a detailed budget in Excel per task or phase including staffing fees, daily rates, an estimate of days required to complete the assignment. Travel costs (Meals, Lodging, and incidentals) are also permitted and will be reimbursed against receipts but cannot exceed the USG Per Diem rates for Puerto Rico. The budget will only contain costs that can be directly attributed to the proposed activities, with an explanation of the line items. The maximum available budget is $12,000 and should be presented in a detailed and formulated Excel file.
Items to submit to email@example.com that comply with the previously described criteria:
- Cover Letter
- Cost proposal in Excel format
Applications will be accepted in English or Spanish via firstname.lastname@example.org and with single spacing and numbered pages containing the name of the applicant as well as the phone number, e-mail address, and any additional pertinent information. Applications will be received until the ideal candidate has been selected.
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The National Cooperative Business Association CLUSA International (NCBA CLUSA) is the primary voice for people who use cooperative businesses to build a better world and a more inclusive economy in the United States and globally. In the last 70 years, NCBA CLUSA has worked in over 85 countries in the areas of food security, agricultural development, strengthening of communities and farmer organizations, community-based health, natural resources management, and empowerment of smallholder farmers, women, and youth. Our community-led development approach empowers communities to identify, promote, and manage sustainable, locally generated solutions. We currently work in Latin America, Africa, and Asia.