Solicitation to promote consumption of farm raised Tilapia


The Feed the Future Bangladesh Aquaculture and Nutrition Activity (BANA) is a five-year project of USAID to intend to improve nutrition through growth in the aquaculture sector growth.  The Feed the Future Bangladesh Aquaculture and Nutrition Activity (BANA) works in 21 districts of southwestern Bangladesh and two districts in the southeast.

The people of Bangladesh eat a lot of fish of many different types.  Fish is the main source of protein in the diet.  However, tilapia which has been raised on a fish farm has a negative image among some consumers.  Tilapia raised in the ponds of a fish farm are all male, made so by exposure to a certain hormone in the first days of life.  Somehow, some people have come to believe that practice--  done all over the world with literally many billions of fish--  might be harmful to people. 

It is perfectly safe.  A very large amount of scientific evidence shows this.  Yet some people still have this perception.

BANA would like to help the Bangladeshi fish industry overcome this misconception and sell more farm raised tilapia. A consumer advertising campaign to change the image of farm raised tilapia is needed.


BANA is looking for a private sector partner or partners who will work to shape a creating image of farm raised tilapia so that the demand for the farmed fish will increase.

Scope of work

The critical element of this effort is the creation of a working business relationship between the marketing services provider and a producer or marketer of farm raised tilapia.  The proposal must show plainly how the applicant will build a working relationship between themselves and a private enterprise with a strong, commercial interest in promoting farm raised tilapia--  a feed company, hatcheries, retailers, food processors, fish farmers, an industry association, or similar.

Additional required deliverables are a marketing plan, execution of that plan, and a sustainability strategy.

Who can apply?

Applicants should understand that this is not an offer to hire their services, but rather this is intended to be a partnership.  This means that (A) cost sharing will be an important consideration in making this award, and (B) this activity is intended to be the catalyst for continued work of this kind-- after this period of support, and without additional support from BANA, it is hoped that the partners will continue the work into the future.

Only qualified applicants should apply.  "Qualified" means an established marketing or advertising firm with experience in image promotion.

Required documentation

If selected for the grant, the partner will be required to show:

  • A certificate of incorporation (for individual companies, a trade license);
  • Joint stock registration certificate (if applicable);
  • An organizational organogram of key personnel, inclusive of the names of such personnel;
  • Tax Identification Number (TIN);
  • VAT registration number;
  • Proof of a segregated account (providing the name and address of such an account);
  • Other valid papers (provided by government institutions).
  • The consulting firm must bear all annual income tax (AIT).
  • Percentage of VAT and total amount of VAT should be mentioned in the proposal.

Submission details

Interested parties should submit a one page inquiry on the attached form before December 7, 2019, either online or via email to: mentioning the title of solicitation in the subject line.