Team: Programs | Commitment: Consultant | Location: Pakistan

International Meat Marketing Specialist

CNFA-AMD Project

US-Pakistan Partnership for Agricultural Market Development



Project Name 

CNFA-AMD/ Project Number AID-391-C-15-00003


Consultancy Assignment 

To support Pakistan Meat industry in access to new export markets and develop market plans for value added businesses.


Consultant Title 

International Meat Marketing Specialist


Reports to 

Chief Technical Advisor / Chief of Party – AMD


Place of Performance 

Lahore, Pakistan with travel to Karachi and Islamabad


Period of Performance   

23 days (December 01 -23, 2017.



Project Description:


The U.S.-Pakistan Partnership for Agricultural Market Development (AMD) activity in Pakistan is a USAID funded activity implemented by CNFA with the goal of supporting the development of Pakistan’s commercial agriculture, particularly through improving the ability of Pakistan’s agriculture and livestock sectors to meet both international and domestic demand and requirements in targeted product lines in citrus, mango, high value/off season vegetables, meat and livestock. AMD envisions transforming the four targeted product lines into efficient, private sector-led value chains that deliver competitive products to domestic and export markets. AMD’s targeted training, matching grants, and technical assistance will leverage private sector investment and encourage innovation. Together, these approaches will support upgrading, streamline supply chains, optimize profit margins, increase participation of women entrepreneurs, and ultimately make Pakistani mango, citrus, meat and HV/OSV more profitable and more competitive. 


Objective of the Technical Assistance


Global meat export of chilled and frozen bovine meat has reached to 41 billion dollars in 2016 whereas total meat exports from Pakistan in 2016 was app US$ 222.73 million, which is only 0.54% of the total market share. Since the beginning of meat export from Pakistan in early 90’s, main focus of all meat processors and exporters is chilled meat be it beef or mutton. Traditional mode of transportation is air and market is Middle East. Industry focus has started shifting towards diversification in product range and some slaughter houses have started exporting frozen meat by sea shipments to Iran and China.

AMD is aimed to boost meat exports from Pakistan as, it is showing a negative trend unlike rest of the meat exporting countries. AMD intends to support meat exporters in new product development, explore new markets, diversify market segments in existing markets and guide newly formed meat association, so that it may play a vital role in the promotion of Pakistani meat in international market.

Following are export figures of meat from Pakistan for the last three years:-

Meat Export Statistics (2013-16)


2013-14 Mutton 11,983 tons; Beef 65,727 tons; Camel 243.48 Total Meat Tons 77,99;

 FE earning from Meat Export 238.93 Millions US $

2014-15 Mutton 9,573 tons; Beef 68,727 tons; Camel 232.4; Total Meat Tons 78,532;

FE earning from Meat Export 235.34 Millions US $


2015-16 Mutton 6,834 tons; Beef 66,307 tons; Camel 303.44; Total Meat Tons 73,444;

FE earning from Meat Export 222.73 Millions US $


CNFA in USAID AMD project aims to bring reform in livestock sector of Pakistan and help the country in attainment of its true potential and capacity with modern day technology and operations advancement. The purpose of this consultancy assignment is to suggest / develop standards that can be adopted in Pakistan meat industry. The international consultant needs to understand the meat value chain by conducting a thorough research of Pakistani’s meat industry and also analyze the international market as a whole, to propose appropriate grades and standards that can help in the development of the meat industry in retail and export markets. The basic element of this task is to bring reform in meat sector and create ease in the business. The consultant is required to provide governance that stimulates upgrade and transferal of the best practices, consequently, resulting in full compliance with mandatory standards. This will help to sustain the exports and meet the international standards and competitiveness.


Assignment Scope:


In the assignment of 23 days consultancy period, the International consultant’s tasks will include but not be limited to:


1.      Background study of Pakistan livestock sector and develop understanding of existing Meat Value Chain and export scenario.

2.      Held consultative meetings with the industry stakeholders especially meat exporting companies and get understanding of their problems and scope in export business.

3.      Visit slaughter houses and identify shortfalls in meat processing and packaging protocols.

4.      Develop understanding of Pakistani meat quality and suggest positioning strategy among competitors like India, Australia, Brazil and other South American meat exporting countries.

5.      Strategize value added, high value meat in Middle East and plan from scratch the launch of Pakistani meat in consumer pack.

6.      Identify African/CIS or any other TBT free markets.

7.      Conduct trails and experiments if required with potential meat processors and feedlot.

8.      Develop Export Marketing Plans, keeping view industry dynamic and norms.



The international consultant is expected to deliver following;

1.      Present a report on his/her findings about challenges faced by meat exporters and solutions/suggestion for Pakistani meat industry to cope with these challenges.

2.      Conduct shipments to potential new markets.  

3.      Constitute appropriate rational marketing strategy for meat exporters.

4.      Develop guidelines to target high end middle eastern market for premium cuts in frozen and vacuum packing.

5.      Develop guidelines to target cheap meat markets of Africa and CIS.

6.      Suggest role and short term / long term strategy of meat association to contribute in meat export.



The international consultant should have:

1.      An advanced degree or certification in the field of International Sales & marketing.

2.      Extensive experience of having worked with commercial meat processor and exporter.

3.      Must have substantial experience of participation in trade shows / expos internationally.  

4.      Knowledge of meat costing in different value added products. Internationally offered and acceptable prices.

5.      Considerable experience and knowledge of dealing with meat associations / meat board for the promotion of different types value added meat.

6.      Experience in developing countries on developing export marketing plans.

7.      Demonstrated interpersonal and communication skills and report writing in English and oral fluency in English.