Emirates Nature-WWF is seeking a consultant to conduct market analysis, establish a strategy, and collaborate on a commercialization proof of concept for native Moringa trees (Shu’a).
1. Background and Project Description
Emirates Nature-WWF, together with local partners, is identifying potential opportunities for commercializing Moringa trees with the aim of supporting the UAE government’s goal to build resilient communities across the UAE. Currently, the project works with local farmers and aims to create more sustainable and profitable pathways by leveraging commercial opportunities from native products.
Moringa trees (Shu’a) are native to the United Arab Emirates and together with local partners, Emirates Nature-WWF has planted 2750 new Moringa tress on 11 local farms. Currently, the project focuses on the regions Masfout, Bithnah and Huwailat with the goal of 3,200 Moringa tress in total at the end of 2024.
The project aims to play a crucial role in expanding farmers’ current revenue streams by harnessing conservation expertise and the private sector to potentially identify an opportunity to grow native trees profitably. While we have seen successful examples of commercializing Shu’a in Saudi Arabia, the potential within the UAE has been largely untapped.
To achieve this goal, the project plans to create a proof of concept for the commercialization of Moringa (Shu’a) which includes elaborating on the supply chain from farm to point-of-sale (POS). Based on these assessments, recommendations for a potential commercial use of Moringa will be proposed.
2. Objectives of the Consultant
The key objectives of this consultancy are as follows:

• Map out, identify, and work with the ENWWF team to develop a supply chain from the farm to ‘point of sale’ for an initial proof of concept commercialization effort of Moringa products (one or two), expanding upon existing assessments conducted by Emirates Nature – WWF staff
• Identify potential commercial products for Moringa by using three local partner farms as examples, together with Emirates Nature – WWF staff
• Propose recommendations and outline potential risks and restrictions for farmers

3. Scope of Work and Activities
The consultant shall perform all the services/work necessary to fulfill the objectives of the consultancy contract as per the assigned tasks. The work conducted will provide essential information about the opportunities for local farmers to expand existing revenue streams.
Furthermore, these activities will serve as the foundation to expand the network of farmers growing Moringa in the UAE as additional commercialization value will add onto the environmental benefits. Additionally, the project will allow other opportunities including exploring networks to support local farmers even further.
This consultancy is divided into the following tasks:

• Task 1: Initial timeline and plan of action.
• Task 2: A report that expands upon an existing feasibility study and recommendations to identify potential demand and supply for Moringa products in the UAE. Analysis to include, but not limited to, desktop research on existing products and markets, potential growth and sales estimates, value chain, and potential regulation or restrictions.
• Task 3: Detail a potential supply chain and business case, including raw material, supplier, manufacturer, distribution possibilities, and point of sale. Three different farms may be used an example to illustrate it.
• Task 4: Support a proof of concept, with EN-WWF staff, to help close the loop enabling understanding of Moringa potential, including relevant price point for all identified product(s).

Task 1: Initial timeline and plan of action
In this task, the consultant will present the plan of action and timeline for the assignment. Items should include (but are not limited to) a work plan, timeline, any relevant frameworks, and methods of analysis.
Task 2: Feasibility report and recommendations
In this task, the consultant will conduct a feasibility study and provide recommendations on how to progress with commercialization of Moringa products. The consultant will assess the commercial landscape for moringa, including demand (market and potential growth), supply (working with conservation staff and farmers), etc. The following methods, among others, will be considered to collect the necessary information for the assessment:

• Desktop review
• Relevant benchmark data (e.g., market size and similar products)
• Relevant best practices from other markets or countries
• Interviews of expert, farmer, and other relevant stakeholders, including an inventory or list of potential partners for the proof concept
• Additional information provided by ENWWF upon availability (i.e. test on Moringa oil quality)

This analysis will identify relevant bottlenecks and evaluate current demand for the identified Moringa products. It will also evaluate if certain regulations and restrictions are in place that might restrict the introduction of certain products.
Results of this analysis will help to identify optimal markets and what the supply side may look like. Those insights will facilitate informed decision-making and assist in developing a more detailed strategy for Moringa. After this assessment, it may be that the product idea is revised based on the overall demand and market size.
The consultant will share both a draft and final report with project staff, according to a mutually agreed upon timeline.
Task 3: Detail a supply chain strategy from farm to point of sale
In this task, the consultant will develop a potential supply chain including five elements: 1) raw material, 2) supplier, 3) manufacturer, 4) distribution channel, and 5) point of sale. This assessment will help to understand how a potential supply chain can look like. During this assessment, the consultant should aim to illustrate the supply chain using three different farms as examples. Additionally, potential challenges that may arise can be outlined by the consultant.
The following methods, among others, shall be considered to collect the necessary information for the assessment:

• Desktop review
• Other industry examples
• Expert interview

Task 4: Proof of concept and conduct research on the sale of Moringa products.
The final step is to setup a proof of concept alongside ENWWF staff to identify the real benefit of Moringa products. This effort will require engaging with relevant stakeholders along the supply chain to institute the proof-of-concept effort for native Moringa products, including the relevant price points. The consultant will collaborate alongside the scientific team to complement existing relationships and knowledge.
4. Workplan
In its proposal, the consultant is requested to provide a preliminary proposed project workplan covering all the activities, tasks, duration and schedule per task and allotted resources. It would also include milestones and critical steps requiring input by the project team. Once agreed upon, the plan shall be adopted and shall form the basis for project supervision and monitoring under Task 1.
5. Deliverables and Payment Terms
5.1 Expected Deliverables and Outputs
All deliverables should be delivered in soft copy using standard software packages (Microsoft Office Suite, Apple i Work Suite, etc.) and a PDF format. Copies of research materials and graphics should also be handed out to the EN-WWF project team, where requested and relevant.
During the fulfilment of the assignment, the consultant will ensure regular communication with the EN-WWF project team, according to a mutually agreed upon format and frequency (i.e. – bi-monthly virtual meetings). The consultant will also ensure a timely delivery of expected outputs, regularly informing the project team of the progress as well as any obstacles that might occur. Furthermore, the consultant is expected to provide EN-WWF with progress reports (TBD on timeline) which may be shared externally.


5.2 Payment Terms
Deliverables of this consultancy follow the table in Section 5.1, unless otherwise discussed and agreed in writing with the EN-WWF project team.
Payments will be issued after acceptance by EN-WWF of the invoice submitted by the consultant, upon achievement and approval of deliverables set in the Rf P according to the following schedule:

6. Institutional Arrangements
The consultant will work under the general guidance and supervision of project staff. The consultant will ensure regular communication with the EN-WWF project team, according to a mutually agreed upon format and frequency. The consultant will also ensure a timely delivery of expected outputs, regularly informing the project team of the progress as well as any obstacles that might occur. Furthermore, the consultant is expected to provide EN-WWF with progress reports (TBD on timeline) which may be shared externally.
7. Requirements for Experience and Qualifications
7.1 Firm Qualification
The consultancy is open for any consultant with qualifications in providing the necessary expertise of developing the commercialization strategy. The consultant should have a minimum of 7 years of relevant experience. Consultants interested to apply should have the following minimum qualifications:

• Experience in the past 5 years of market analysis, proofs of concept, and supply or value chain development.
• Experience in conducting benchmarks and interviews.
• Ability and capacity to collaborate with conservation experts, farmers, and the diverse set of other stakeholders that will be involved in this initiative.
• Knowledge within the Consumer industry in the UAE or MENA region.
• Proficiency in English required. Arabic would be a bonus.