Extended Deadline for Design and deliver Export Marketing Program for the producers and emerging exporters of fresh fruits in Moldova

Extended Deadline for Design and deliver Export Marketing Program for the producers and emerging exporters of fresh fruits in Moldova

Request for Proposals (RFP)

RFP Number:                   RFP_23/02

Issuance Date:                February 23, 2024

Deadline for Offers:         March 5, 2024

Description: Design and deliver Export Marketing Program for the producers and emerging exporters of fresh fruits in Moldova

For:    Fruit Producers and Exporters Association Moldova Fruct (MFA)

Point of Contact:   procurement@moldovafruct.md

Alexandra Bicu – Marketing Specialist

Section 1: Instructions to Offerors

Introduction: With more than 180 members, the Fruit Producers and Exporters Association Moldova Fruct (MFA) is the largest association dedicated to advancing the horticultural sector in the Republic of Moldova and to promoting the interests of its members.

MFA is required to design and deliver an Export Marketing Program for the producers and emerging exporters of fresh fruits in Moldova. The purpose of this RFP is to find a consulting company to support MFA in the development and implementation of the program and to solicit quotations.

Offerors are responsible for ensuring that their offers are received by MFA in accordance with the instructions, terms, and conditions described in this RFP. Failure to adhere to instructions described in this RFP may lead to disqualification of an offer from consideration.

  1. Offer Deadline and Protocol: Offers must be received no later than 18.00 local Chisinau time on March 5, 2024, by email to procurement@moldovafruct.md

Please reference the RFP number in any response to this RFP. Offers received after the specified time and date will be considered late and will be considered only at the discretion of MFA.

  1. Questions: Questions regarding the technical or administrative requirements of this RFP may be submitted no later than 14.00 local Chisinau time on March 5, 2024 by email to procurement@moldovafruct.md. Questions must be submitted in writing; phone calls will not be accepted. Questions and requests for clarification—and the responses thereto—that MFA believes may be of interest to other offerors will be circulated to all RFP recipients who have indicated an interest in bidding.

Only the written answers issued by MFA will be considered official and carry weight in the RFP process and subsequent evaluation. Any verbal information received from employees of MFA or any other entity should not be considered an official response to any questions regarding this RFP.

  1. Specifications: Section 3 contains the technical specifications of the required services.
  1. Quotations: Quotations in response to this RFP must include the following information:
  • The proposed concept including the preliminary schedule of the program
  • Level of effort in days per each involved consultant, based on the proposed concepts.
  • Rate per date per each involved consultant.

Pricing must be presented in EUR.  Offers must remain valid for not less than ninety (90) calendar days after the offer deadline. Offerors are requested to provide quotations on their official quotation format or letterhead, offerors may complete the table in Section 3.

In addition, offerors responding to this RFP are requested to submit the following:

  • Organizations responding to this RFP are requested to submit a copy of their official registration or business license;
  • Statement of corporate capabilities, experience, and past performance.

Please note that the quotations shall not include travel and lodging costs for the consultant(-s). These costs will be covered separately by MFA.

  1. Delivery: The delivery location for the services described in this RFP is indicated in Section 3 of this RFP. The period of performance for service delivered is 18 months starting with the date of official launch of the program (planned in March). The milestones and timeline for all activities will be developed together with MFA at the initial planning stage of the program.
  1. Eligibility: By submitting an offer in response to this RFP, the offeror certifies that it is allowed to operate within the legal frame of the destination country (Republic of Moldova) providing the required goods and services according to section 3 of the present RFP and its principal officers are not debarred, suspended, or otherwise considered ineligible for an award by the Government of the Republic of Moldova.
  1. Evaluation and Award: The award will be made to a responsible offeror whose offer follows the RFP instructions, meets the eligibility requirements, and is determined via a trade-off analysis to be the best value based on the application of the following evaluation criteria. The relative importance of each individual criterion is indicated by the number of points below:

Evaluation Criteria

Maximum Points

Company background, capabilities, and past performance

Assess the company's relevant experience in training and coaching other exporters. The company should attach a portfolio in this field.

40 points

Feasibility and technical approach

These criteria consider the overall concept of the designed program. Will be assessed the clarity and practicality of the implementation plan, including prognosed timelines and resource requirements.

30 points


The price for this Scope of Work will be evaluated considering the LOE per day offered per consultant and the overall cost of the proposed budget that should be reasonable and allocable to the scope of work.

20 points

Technical knowledge

Assessment of the company's understanding of the fresh fruit market in Moldova. Also, the proposed team of consultants should demonstrate experience and capability to successfully fulfill the Scope of Work, including training skills, export knowledge and to demonstrated track record in conducting a similar program in other countries.  The degree to which capabilities, knowledge, and experience are demonstrated through CVs.


10 points

Please note that if there are significant deficiencies regarding responsiveness to the requirements of this RFP, an offer may be deemed “non-responsive” and thereby disqualified from consideration. MFA reserves the right to waive immaterial deficiencies at its discretion.

Best-offer quotations are requested. It is anticipated that the award will be made solely based on these original quotations. However, MFA reserves the right to conduct any of the following:

  • MFA may conduct negotiations with and/or request clarifications from any offeror prior to award.
  • While preference will be given to offerors who can address the full technical requirements of this RFP, MFA may issue a partial award or split the award among various suppliers, if in the best interest of MFA.
  • MFAs may cancel this RFP at any time.
  1. Terms and Conditions: This is a Request for Proposals only. Issuance of this RFP does not in any way obligate MFA or its donors to make an award or pay for costs incurred by potential offerors in the preparation and submission of an offer.

This solicitation is subject to MFA’s standard terms and conditions. Please note the following terms and conditions will apply:

  • MFA’s payment terms for this award are net 30 days after receipt and acceptance of the deliverables unless otherwise negotiated with the winning offeror. Payment will only be issued to the entity submitting the offer in response to this RFP and identified in the resulting award; payment will not be issued to a third party.
  • Any award resulting from this RFP will be a firm fixed price.
  • The title to any goods supplied under any award resulting from this RFP shall pass to MFA following delivery and acceptance of the goods by MFA. Risk of loss, injury, or destruction of the goods shall be borne by the offeror until title passes to MFA.


Section 2: Offer Checklist

To assist offerors in the preparation of proposals, the following checklist summarizes the documentation to include an offer in response to this RFP:

□ Cover letter, signed by an authorized representative of the offeror (see Section 4 for template)

□ CVs of proposed personnel and corporate capabilities statement, experience, and past performance.

□ Copy of offeror’s registration or business license (see Section 1.5 for more details)

□ Official quotation with the proposed concept including the preliminary schedule and budget of the program, considering scope of work described in the section nr. 3. Concept shall include the information regarding the level of effort in days for each of the activities and the place of it`s implementation. Offerors may use for this the table provided in Section 3 – “Budget template”.


Section 3: Background and Scope of Work


On November 17, 2023 Moldova Fruit Association signed with Rural Competitiveness and Resilience Activity (RCRA)  a Grant Agreement about the “Integration of the Moldovan fruit sector into Western markets” . The objective of the grant activity is to accelerate export diversification and western market integration of the entire Moldovan fruit sector by (1) establishing linkages and partnerships with buyers from key target markets in the European Union, UK, Switzerland, Gulf, and Southeast Asia; (2) facilitating a comprehensive upgrade of production, post-harvest handling and marketing skills across the sector in support of Western market integration; and (3) improving the sector enabling environment through facilitating public-private dialogue between key public and private sector stakeholders and brokering partnerships in the fruit value chain.

In order to maintain the ongoing momentum in market diversification, the industry needs to further diversify its markets and strengthen its positions in Europe (for stone fruits and table grapes) and other alternative markets like Middle East and Asia for apples.

To meet the requirements of international markets and address climate change concerns, major upgrades are required throughout value chains, including improved management, marketing, sales, and communications skills.

Scope of work:

Building on the experience and methodology of the Center for the Promotion of Imports “Export Coaching Program” that was implemented in Moldova in 2017-2021, MFA would like to develop an Export marketing program that will include training and coaching for 10 producers of fresh fruits with high-growth potential for establishing a sustainable export position at international markets.

The program will be led by an international industry expert with MFA staff acting as national subject-matter consultants. Following an export audit, the international expert and MFA will assist the companies in developing their corporate export plans and provide customized support for implementing them (matching with potential buyers, organization, and training of the sales department, development of the corporate promotional package, new packaging, product quality control etc.). Also, there  will be organized an orientation mission for the group at the „FRUIT LOGISTICA Berlin” or „FRUIT ATTRACTION Madrid” trade fair.

MFA is currently in search of consultancy services to assist our staff in the process of selecting 10 fresh fruit producers. The aim is to not only enhance their existing export capabilities but also to develop new ones. This initiative is geared towards enabling these producers to enter new markets and meet the growing demand for their products, while also ensuring they can meet high-quality standards.

A. Tasks to be performed:


Specific tasks and deliverables for this role include but are not limited to:

  1. Work collaboratively with MFA staff to identify and select 10 producers or emerging exporters with high-growth potential for this program. Conduct an export audit for the selected producers to assess current capabilities, strengths, and areas for improvement.
  2. Develop the methodology of the Export Marketing Program considering market readiness, product quality, and growth potential. The EMP- methodology will lead and assess export readiness and point out gaps that may exist based on the answers provided by the companies. The findings generated during the assessment will be the input to compose an individual export strategy plan at the end of the series of workshops. This strategy plan will serve as a roadmap to guide the companies into the arena of export markets.
  3. Develop and deliver a training program addressing key skills needed for success in international markets (management, marketing, sales, communication).
  4. Provide tailored support to develop and implement individual export plans.
  5. Assist in the development of corporate promotional packages and new packaging strategies.
  6. Organize and lead a trade mission for the group at the „FRUIT LOGISTICA” in Berlin or „FRUIT ATTRACTION” in Madrid.
  7. Facilitate engagement with industry experts, potential buyers, and networking opportunities.
  8. Provide regular progress reports to MFA, including achievements, challenges, and recommendations. Submit a final evaluation report.

B. Deliverables:




Deliverable 1.

1.   Comprehensive export audit reports for selected producers

2.   Individualized corporate export plans for participants


Deliverable 2.

2.1 Training materials, program schedule and curriculum

2.2 Brief report on delivered workshops and trainings.


Deliverable 3

3.1. Progress reports and evaluations

3.2. Final evaluation report with recommendations to the participating companies based on individual coaching.


C. Timing and Estimated Level of Effort:

The period of performance for service delivered is 18 months starting with the date of official launch of the program (planned in March).

D.      Place of Performance:

The basic places of performance for this assignment are the Republic of Moldova, and Germany or Spain during Fruit Logistica or Fruit Attraction Exhibition.

E.       Reporting:

The project manager of the contracted consultant company will report to Iurie Fală, MFA Executive Director, who will be responsible for monitoring the overall performance of the consulting company under the terms of the contract.

F.       Budget Template.

Offerors are requested to provide a detailed budgets in EURO. For offerors’ convenience to this RFP (see recommended structure below). Offerors MUST provide either detailed cost notes with justification of rates, or include ample details in the budget table. The number of days shall be based on 8 hours/day, and the offerors MUST provide adequate details justifying the number of days by describing the tasks associated number of days/hours. Offerors may be asked to provide proof of rate reasonability by showing published price lists or redacted contracts for similar services that prove standard daily rates.

Example template:

Program activity


Place of implementation

Additional comments



Price per unit, EURO

Total amount, EUR

Curricula adjustment

20-29 February, 2024

on distance



LOE days



Launching event

1 March, 2024

Chisinau, Moldova

Might be held online


LOE days











Section 4: Offer Cover Letter


The following cover letter must be placed on letterhead and completed/signed/stamped by a representative authorized to sign on behalf of the offeror:

To:               MFA

                   Fruit Producers and Exporters Association Moldova Fruct (MFA)

Reference:   RFP_23/02

To Whom It May Concern:

We, the undersigned, hereby provide the attached offer to perform all work required to complete the activities and requirements as described in the above-referenced RFP. Please find our offer attached.

We hereby acknowledge and agree to all terms, conditions, special provisions, and instructions included in the above-referenced RFP. We further certify that the below-named firm—as well as the firm’s principal officers, and all commodities and services offered in response to this RFP—are eligible to participate in this procurement.

Furthermore, we hereby certify that, to the best of our knowledge and belief:

  • We have no close, familial, or financial relationships with any MFA staff members;
  • We have no close, familial, or financial relationships with any other offerors submitting proposals in response to the above-referenced RFP; and
  • The prices in our offer have been arrived at independently, without any consultation, communication, or agreement with any other offeror or competitor for the purpose of restricting competition.
  • All information in our proposal and all supporting documentation is authentic and accurate.
  • We understand and agree to MFA’s prohibitions against fraud, bribery, and kickbacks.

We hereby certify that the enclosed representations, certifications, and other statements are accurate, current, and complete.

Authorized Signature:                                                                                  

Name and Title of Signatory:                                                              


Company Name: