to Promote Processed and Frozen Marine Fish Distribution and Sales

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

Fish is a high-protein, low-fat food that provides a range of health benefits.  Fish are an important part of the diet.  White-fleshed fish, in particular, is lower in fat than any other source of animal protein, and oily fish are high in omega-3 fatty acids or the "good" fats.

The frozen and processed food industry has seen significant growth--  about 20% per year--  and is expected to grow in the coming years.  The urban population is increasing and middle-class incomes and purchase power are rising.  Family life is changing more working mothers leading to time-pressed homemakers. 

This lifestyle change is creating demand for ready-to-cook (RTC) and ready-to-eat (RTE) fish items.  The convenience of processed and frozen fish is valued in preparing meals, and fish can also be a healthy alternative to junk food as nutritious snacks for children and adults.

The RTE/RTC fish product sector faces a range of challenges--  infrastructure constraints, low consumer trust and knowledge, weak distribution and market penetration, and comparatively higher prices.  Cold chain management is the heart of the frozen and processed fish business and requires technical know-how, industry-related expertise, and investment.  Due to cold-chain management constraints, RTE fish products are only available in modern retail outlets chain and cannot reach mass retail outlets.  And consumer awareness of RTE/RTC fish is low; these products are relatively new in most markets.  Consequently, retail prices remain high.

This creates an opportunity for fish processing companies to develop marketing and distribution channels to popularize RTE and RTC marine fish products.

BAA would like to address the constraints of growing the RTE/RTC fish sector in partnership with one or more processors to make RTE/RTC marine fish products more available and affordable.


We are looking for an organization that can address the major marketing, distribution, and infrastructural constraints and promote RTE/RTC marine fish products in retail channels to increase fish consumption.  BAA works with a very large number of fish farmers, and the successful applicant will present a market penetration strategy which features a strong procurement strategy to engage these mostly small holder fish farms.  

Key Deliverables

  • A quality, detailed marketing and sales strategy of RTE and RTC marine fish products
  • A realistic and specific plan for logistics including procurement, warehousing, storing, and distribution of RTE/RTC fish products from sourcing and processing to promotion to the end customers
  • A clear business plan to ensure the sustainability of the business
  • Reporting and documentation per contract requirements

Who can apply?

Only qualified applicants should apply.  "Qualified" means an established organization that has proven and significant experience in dealing with RTE/RTC marine fish product sales and marketing with access to diversified sales channels and a sanitary, efficient processing unit.

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) at least a minimum 50% cost-sharing will be an important consideration in making this award, and (B) this activity is intended to be the catalyst for continued work without additional outside support.

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).
    • The percentage of VAT and the total amount of VAT should be mentioned in the proposal.

Submission details

Interested parties should submit a one-page inquiry on the attached form on or before April 15, 2021, either online or via email to mentioning the title of solicitation in the subject line.