The American Peanut Council (APC) is inviting proposals from qualified contractors to conduct a comprehensive market study assessing the potential for exporting U.S. peanuts and peanut products to Kenya.
According to APC’s Request for Proposal (RFP), the project will be funded through the United States Department of Agriculture’s (USDA) Regional Agricultural Promotion Program (RAPP), which was initiated under the administration of former President Donald Trump. The Council emphasized that the selection process will adhere to the Federal Equal Opportunity Act.
The selected contractor—either an agency or individual—will be responsible for evaluating Kenya’s food and business systems to inform potential market entry strategies. The final deliverable will include a detailed report and recommendations aimed at guiding U.S. peanut exporters.
Scope of Work and Expectations
The study must assess the national market landscape, with a focus on identifying regions and product categories—such as raw peanuts, peanut butter, and peanut oil—that show the highest sales potential.
Key components of the report should include:
- Current sources and volumes of peanut imports
- Specifications and quality standards required by key buyers
- Consumer trends in snacks and spreads
- Market segmentation and product usage patterns
- Insights on consumption behavior, including timing, frequency, and income demographics
- Overview of local peanut production and the domestic industry, if applicable
- Logistics infrastructure, import certification processes, and trade regulations
- Identification of potential local trade partners and distributors
- Suggestions for relevant trade shows or promotional opportunities
- Historical and forecast economic data to support U.S. exporter outreach
The consultant will also be required to prepare a Kenya-specific fact sheet for APC summarizing logistical, regulatory, and commercial insights.
Project Timeline and Deliverables
The market assessment report is expected by mid-December 2025, though APC has indicated that this deadline is flexible if necessary.
Upon completion, the contractor may also be asked to present the findings during a webinar and respond to follow-up questions from industry stakeholders.
APC is also preparing similar market research RFPs for Algeria and Morocco.
Consultants with multi-country expertise may request access to these additional RFPs and submit a combined proposal to cover more than one market if it results in cost savings.
Proposal Requirements
Interested individuals or organizations must submit a comprehensive proposal that includes:
- A company profile highlighting experience in the Kenyan or African markets and examples of similar USDA-funded research
- Resumes or bios of the project team, showcasing regional expertise and knowledge of agricultural export promotion
- A detailed methodology and timeline outlining research activities and deliverables
- A proposed budget itemizing professional fees, estimated travel, and administrative costs
- Contact information for at least three professional references from previous clients
Proposals must be submitted via email by August 25, 2025. Reviews will take place from August 26 to September 8, and the selected contractor will be notified by September 10, with work scheduled to begin on September 15.
APC has advised applicants to include a clear breakdown of all fees, including international travel estimates, and a realistic timeline for completing the work.
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