Call for Sales and Distribution Consultant - Food System Challenge

Context & Background

Berytech is a leading organization in Lebanon's Entrepreneurial Ecosystem that aims to provide a conducive environment for the creation and development of startups through incubation, business support, counseling, funding, networking, and company hosting. Hence, Berytech is taking part in the country's economic revival, participating in wealth and job creation, and retaining graduates and high-level skills in Lebanon.

About FSC PROJECT

The Food System Challenge supports businesses to solve core challenges of the food system in Lebanon, and more specifically in the sectors of dairy and meat production (cow, goat, sheep), cereals and pulses (and its by-products), protected horticulture (Classical green houses, hydroponics, and aquaponics), and domesticated edible herbs and plants.

The Food System Challenge is implemented by the World Food Programme (WFP) and Berytech through support from the German Federal Ministry of Economic Cooperation and Development (BMZ).

Throughout FSC’s previous and current cycles, the program supported over 40 SMEs to fortify the Lebanese food system to create a more sustainable ecosystem.

SME Background

Astral Agricultural SARL, established in 1992 and based in Choueifat, Lebanon, specializes in sustainable agriculture and organic farming under its "Beyond Organic" initiative. The company produces high-quality, chemical-free fruits and vegetables and supplies its products through direct sales, farmers' markets, and partnerships with restaurants. Astral is committed to health, sustainability, and local food security. With a loyal customer base and increasing demand, the company seeks to strengthen its sales and distribution capabilities to achieve its growth objectives.

Objective

The objective of this consultancy is to:

1. Streamline Astral’s sales and distribution processes.
2. Enhance B2B and B2C distribution efficiency and scalability.
3. Expand the company’s market reach locally.
4. Strengthening partnerships with retail channels, restaurants, and other stakeholders.
5. Develop a comprehensive sales strategy to boost revenue and customer satisfaction.

Scope of work

The consultant will undertake the following tasks:

1. Sales Strategy Development

• Analyze existing sales channels (e.g., door-to-door deliveries, farmers' markets, and boutique shops).
• Develop strategies for expanding B2B partnerships with restaurants, diet centers, and retailers.
• Identify potential export opportunities for organic produce in regional markets.

1. Distribution Optimization

• Assess current logistics operations, including transportation and delivery systems.
• Recommend improvements to logistics infrastructure, including fleet expansion and route optimization.
• Develop a plan for efficient inventory and order management.

1. Market Research and Expansion

• Conduct research to identify new target markets and customer segments.
• Explore innovative sales channels, including e-commerce and digital platforms.
• Provide insights into competitors’ sales and distribution strategies.

1. Capacity Building

• Train Astral’s sales and logistics teams on new processes, tools, and customer engagement techniques.
• Provide tools and frameworks for ongoing performance monitoring.

DurationThe selected Consultant is expected to start their activities as soon as possible after selection (the effective date is to be confirmed), and the contract duration is up to 4 months. Key Deliverables

1. Sales and Distribution Strategy Report:

• Detailed analysis of current operations and recommendations for improvement.
• Actionable strategies for sales channel expansion and market penetration.

1. Logistics Optimization Plan:

• Framework for efficient transportation, inventory, and order management.
• Recommendations for fleet acquisition and route planning.

1. Training Modules:

• Custom training materials for sales and logistics teams.
• Guidelines for maintaining high standards in customer service and operational efficiency.

1.  Implementation Support:

• Monitoring and evaluation tools for measuring the success of implemented strategies.

Qualifications

The ideal consultant or consultancy firm should have:

1. Proven experience in sales and distribution strategy development, particularly in the agri-food and fresh product sectors.
2. Expertise in logistics and supply chain management.
3. Strong knowledge of the Lebanese market and international organic produce standards.
4. Demonstrated ability to train and build capacity within SMEs.
5. A track record of successful projects with similar organizations.