Terms of Reference for Implementation of an Interactive Agricultural Programme


AATF is an international not-for-profit organization that is empowering smallholder farmers across Sub-Saharan Africa with a wide choice of agricultural innovations that contribute to food and nutrition security to generate health and wealth for their families and communities. Established in 2003 as an African-led entity, AATF works with public and private partners across the full food value chain access, develop, deliver, and commercialize innovative technologies that bring meaningful change to Africa’s agriculture. AATF is driven by a vision of a prosperous and food secure Africa, one where millions of smallholder farmers can transform African agriculture with the same innovations that are transforming food production around the world. AATF believes the farmers in Africa will become globally competitive through the use of the best technology, optimal agricultural practices, strategic product value addition and boosted access to efficient markets within and outside Africa.

Background and rationale

AATF intends to illuminate the key developments in agriculture in Africa through the lens of different sector players as well as share its own experiences in providing innovative solutions to various challenges facing smallholder farmers in Africa for the last 18 years. Through the Programme, AATF will leverage its experience in market systems for commercialization, mechanization and digital agriculture, post-harvest loss management, and creating regulatory and policy environment to deliver innovative agricultural technologies through public-private partnerships, and to bring to the fore, aspects of the agriculture technology transfer process that do not receive enough attention and that need the honest, candid discussion and direction by African ‘elders.’ There are various discussions taking place on agriculture especially through annual events. Without modalities to sustain momentum and attention to the discussion areas, the gains that could be realized remain implausible. The Programme will therefore take an in-depth approach to interrogate how to move African agriculture forward by tackling hard questions on access and adoption of agricultural technologies. 

It will be rolled out through a hybrid approach with both physical sit-downs as well as virtual engagements to allow for wider reach and participation with possible airing on select television channels in some countries.  The recordings will be availed through the AATF website and other platforms including national television stations.

The African-Themed Programme will be hosted by the AATF Executive Director who will hold discussions with his peers on different topics of interest. 

In addition to the host, there are possibilities of facilitation by a media personality who will help in sharping the conversation to bring out critical issues around agricultural technologies.  It is envisaged that each series of the programme will take at least one hour of discussion.

The Target audience

The programme will target a varied audience including:  

  • Investors and donors​ – financial, technology and others
  • Governments, regional bodies and policymakers across Africa​
  • Technology developers from public and private sectors
  • Business community and trade partners
  • African farmers
  • Media
  • Special groups – youth, women

Whereas effort will be made to shoot the series in the most convenient manner, the provision will also be made for setting the program anywhere in the world depending on the AATF Executive Director’s travels and topics of interest.

AATF is therefore seeking to recruit a respected media personality with knowledge of agricultural technology in Africa to guide the implementation of the programme. 


To highlight and discuss issues of concern with regards to the progression of agricultural transformation in Africa especially tough questions that need answering, clarity and explanation for better appreciation and understanding by the wider public audience. For example, the question of quality vs fake seed and controls needed/action is taken so far or why biotech is progressing in some countries and not others.


  1. A pilot production of the programmeto provide a feel on how the show will look like
  2. Produce season one of the programme that is expected to run for at least 3 months with weekly airing.

Qualifications and Suitability.

The prospective media consultant should demonstrate the following qualifications and experience

  1. The consultant should possess a minimum of a bachelor’s degree in media studies and/or communications and related studies
  2. Demonstratable experience in production of TV shows, videos, or similar educative and informative programs
  3. Demonstratable knowledge on agriculture technology in Africa
  4. Five (5) years minimum of practical experience working in a media house as a producer
  5. The applicant must be based in Kenya

Application Criteria

Interested consultants should submit detailed technical (not more than 5 pages) covering:

  1. Capacity statement.
  2. Demonstrated understanding of the terms of reference.
  3. Proposed methodology to be used in undertaking the assignment.
  4. A detailed work plan (time and activity schedule).
  5. A detailed budget for the assignment

The proposal should be accompanied by the below annexes:

  1. Profile of the consultant /Consultancy firm
  2. Curriculum Vitae of the consultant
  3. Samples of two most recent related works (and/or references for the same with contact details of the referees.


This consulting assignment is expected to take approximately three months from the time the contract is signed.

Evaluation and awards of the consultancy

AATF will evaluate the proposals and award the assignment based on technical and financial feasibility. AATF reserves the right to accept or reject any proposal received without giving reasons and is not bound to accept the lowest or the highest bidder.

Submission of Application

A full package of the proposal on how to bring the programme to life should be sent to: procurement@aatf-africa.org no later than 15th December 2021 with the subject head ‘Interactive Agricultural Programme’’

Terms and Conditions of the Proposal

AATF reserves the right to request new or additional information regarding each consultant/consultancy firm and any individual or other persons associated with this project proposal.

AATF reserves the right not to make any appointment from the proposals submitted. Consultants/consultancy firms shall not make available or disclose details pertaining to the Project proposal with anyone not specifically involved unless authorized to do so by AATF. Consultants/Consultancy firms shall not issue any press release or other public announcement pertaining to details of their project proposal without prior written approval.

Consultants/Consultancy firms are required to declare any conflict of interest they may have in the transaction for which the request for proposal is submitted or any potential conflict of interest. AATF reserves the right not to consider further any proposal where such a conflict of interest exists or where such potential conflict of interest may arise.

Confidentiality Statement

All data and information received from AATF for the purpose of this assignment are to be treated confidential and are only to be used in connection with the execution of these Terms of Reference. All intellectual property rights arising from the execution of these Terms of Reference are assigned to AATF.

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