Organizational Setting

FAO’s Regional Office for Europe and Central Asia (REU) provides and coordinates policy and technical assistance to Member Countries in the region. It is also responsible for implementing FAO’s global flagship programmes at the regional level, including the Global Action on One Country One Priority Product (OCOP). The OCOP is a country-led and country-owned initiative that aims to promote the long-term development of Special Agricultural Products (SAPs) that have unique qualities and potential for sustainable economic growth. Through this initiative, countries can enhance the value of these products by improving production methods and value addition; strengthening and greening their value chains; and facilitating market access at local, regional, and global levels, all the while ensuring environmental sustainability and social inclusivity.

As part of the roll out of OCOP in the region, REU is implementing a regional Technical Cooperation Programme (TCP) titled “Technical Facilitation and Knowledge Exchange on OCOP in Europe and Central Asia” (TCP/RER/3903) with the objective of providing technical support to the ideation, design and implementation of country-level OCOP initiatives while fostering technical exchange between participating countries. Through this TCP, the global Agrifood Systems Transformation Accelerator (ASTA) programme, co-led by FAO and UNIDO, is supporting the OCOP to conduct a comprehensive Value Chain Analysis (VCA) of the wine sector in Georgia, develop an upgrading strategy for the sector, including an export and market diversification vision and plan, as well as to create a concrete project document to mobilize technical and financial resources for implementing these strategies.

The TCP is seeking an experienced national consultant to support the implementation of OCOP in Georgia, with a primary focus on developing a strategic plan to enhance the competitiveness of Georgia’s wine sector and expand its presence in international markets. As a key member of the national analytical team within the project implementation unit, the consultant will ensure that project outputs are evidence-based and grounded in robust technical expertise.

Reporting Lines

The National Trade and Market Specialist will work under the overall supervision of the FAO Representative in Georgia, the technical leadership of the Agriculture Economist and ASTA Co-lead at FAO Headquarters (ESF), and the technical guidance and supervision of two international consultants (Value Chain Specialist and Trade and Marketing Specialist) working on the ASTA-OCOP collaboration. The incumbent will work in close collaboration with two national consultants, i.e. the Commodity Specialist, and the Socio-Economic Specialist.

Technical Focus

The National Trade and Market Specialist will support the Agri-food Systems Transformation Accelerator (ASTA) team in preparing the Wine Value Chain Analysis and Strategy Design (VCA/D) Report. This report will include dedicated sections on VCA; the design of a value chain upgrading strategy and linked action and investment plans, and a detailed project proposal to initiate the implementation of these strategies. While contributing to the whole analytical, design and drafting process, the expert’s primary focus will be the development of a Trade and Market Diversification Strategy for wine, which may ultimately become a stand-alone document or be embedded into the broader value chain upgrading strategy.

Tasks and responsibilities

Specific tasks of the National Trade and Market Specialist are:

1.    Support the ASTA team to prepare the Wine Value Chain Analysis and Strategy Design (VCA/D) report, including the Trade and Market Diversification Strategy, action and investment plans, and a concrete project proposal to kick-start the implementation of the investment plan by:
•    Review and analyse secondary data, including existing literature, statistics, reports, and studies related to the Wine industry in Georgia. This includes gathering data from government agencies, industry associations, and trade publications regarding regulations, tariffs, and market trends, as well as analysing historical production and export data to identify patterns and trends.
•    Based on the ASTA methodology, support the VC diagnosis and a diagnostic survey (key informants and experts for interviews, as well as participants for surveys and focus group discussions) to collect the primary data and information and contribute to the analysis of those data. Type of data to be collected and analysed includes:
o    Market research, analysis and targeting to identify potential export and domestic markets: current export structure of Georgia Wines; Georgia’s share in the world Wine market; share in production and export in the World, Central Asia and CIS; demand side analysis on world markets: World, Central Asia, CIS and other potential export regions (consumption, production, import, price trends); price competitiveness of Georgia Wine vis-a-vis World, Central Asia and CIS countries; competitive advantage of Georgia Wine vis-à-vis the most dominant suppliers in the World, Central Asia, CIS and other potential export regions (e.g. cheap labor, territorial proximity to markets, seasonal advantages, climactic advantages, land surface availability, etc.); production, import, trade, consumer preferences and competition statistics in the potential target markets; seasonality analysis of production, import and price statistics in the potential target markets; recommendations regarding volumes, product quality, price and seasonality of exports of Georgia Wines tailored to each target export market; market segmentation strategy to tailor approaches for different regions.
o    Product development and quality assurance: Trade obstacles analysis; recommended improvements in Wine varieties and processing techniques to meet international quality standards; recommended quality control measures to ensure consistency and high standards in the final product.
o    Supply chain optimization: recommendations regarding market entry modalities with either bulk, or branded Wines with advantages and disadvantages for each, and tailored to each target export market (direct to market, via intermediary country, direct to retailer, via intermediary etc.); recommendations regarding the need and viability of internationalization of the Georgia Wines core value chain, with possible sharing of processing, packaging, labeling and marketing operations with export (and/or intermediary) countries; recommendations regarding logistics and infrastructure (e.g. cold infrastructure) to improve the efficiency of the supply chain.
o    Trade agreements and partnerships: Help identify potential importers/buyers and explore trade agreements in target markets; identify international trade organizations and export promotion agencies to work with; identify trade fairs and exhibitions where Georgia’s Wines can be showcased, and networks established with global buyers.
o    Marketing and branding: analysis of the USP (Unique Selling Point) for Georgia’s Wine as compared to foreign wines; recommendations regarding the development of a strong brand identity for Georgia’s Wines, emphasizing unique qualities and sustainability, or the creation of marketing materials and campaigns tailored to international audiences; Draft digital marketing strategy, including social media and e-commerce platforms, to reach global consumers.
o    ; Identify training and capacity needs on international market requirements and trade regulations; needed for farmers and exporters on best practices for quality production and export procedures
o    Policy and support mechanisms: policy amendments and improvements in Georgia to improve the export Enabling Environment for Wine producers and exporters; development of support mechanisms, such as financial assistance or technical support, for exporters.
o    Monitoring and Evaluation to track the progress of the export strategy and assess performance.
2.    Contribute to the implementation of multistakeholder workshops
3.    Provide information, analysis, reports on wine marketing and trade, and contribute to the elaboration of the Value Chain Analysis and Strategy Design (VCA/D), including Export and Marketing Upgrading strategy.
4.    Contribute to a study case and policy note on sustainable practices and trends in the wine industry, including green and resilient value chain
5.    Perform any other duties

CANDIDATES WILL BE ASSESSED AGAINST THE FOLLOWING

Minimum Requirements   

•    Advanced degree in agricultural economics, business administration, international trade, marketing, or a related field
•    At least 5 years of relevant experience in trade and marketing, specifically in the wine sector.
•    Working knowledge Georgian, English and Russian languages.
•    National of Georgia or resident in the country with a regular work permit.

FAO Core Competencies

•    Results Focus
•    Teamwork
•    Communication
•    Building Effective Relationships
•    Knowledge Sharing and Continuous Improvement

Technical/Functional Skills 

•    Specialization or coursework related to agribusiness, wine trade, or market diversification would be advantageous.
•    Expertise in developing market access strategies for wine, including strategies for entering and expanding in new domestic and international markets.
•    Experience in developing trade and market strategies, including market diversification and identifying new market opportunities for agricultural products, and investment and actions plans related to agrifood systems, food security, and rural development.
•    Strong understanding of consumer behaviour and market segmentation in global wine markets, particularly in identifying and targeting high-value markets for Georgian wine.
•    Experience in digital marketing strategies for agrifood products, including the use of online platforms, social media, and e-commerce to expand market reach.
•    Experience in planning and executing marketing campaigns and promotional activities to raise the profile of wine products, and familiarity with wine trade fairs, export promotion platforms, and buyer-seller networking events that could benefit Georgian wine producers.
•    Proven experience in value chain analysis (VCA), particularly in wine or related agricultural sectors and in marketing agricultural or food products, preferably wine, including branding, positioning, and product differentiation strategies.
•    Proven experience working, particularly in Georgia, with smallholder farmers, agribusiness SMEs, and local communities, women and youth in rural or agricultural settings.
•    Strong background in market research, identifying trends, competitive analysis, and developing pricing strategies for global markets.
•    Familiarity with trade agreements, tariffs, and non-tariff barriers affecting wine exports.
•    Proven experience in marketing wine or agrifood products, including branding, positioning, and digital marketing strategies.
•    Experience in market entry strategies and executing promotional campaigns in domestic and international markets.
•    Expertise in developing a brand identity for Georgian wine, emphasizing unique qualities, and advising on packaging, labelling, and certifications for export.
•    Ability to engage with importers, distributors, and retailers and design programs that boost consumer awareness.
•    Strong knowledge of global wine markets, wine trade regulations, and export requirements.
•    Expertise in market research, competitive analysis, and identifying market entry strategies.
•    Ability to assess the bottlenecks and opportunities in the wine value chain, from production to marketing and export.
•    Strong understanding of sustainability practices and trends in the wine industry, including green and resilient value chains.
•    Capacity to work independently and meet deadlines in a complex policy environment.
•    Capacity to work effectively in multidisciplinary teams with minimal supervision and to plan workflows so as to meet tight deadlines.
•    Proficiency in English, especially for reporting, communication with international partners, and presenting strategies, and excellent command of Russian is essential.

Selection Criteria

•    Selection criteria are based on the minimum requirements, FAO Core competencies and Technical /Functional analysis