|
Title |
: Label and packaging design for processed products |
|
Client |
: Tan Phat Loi (TPA) and Tai Thinh Phat Farm (TTP) |
|
Country |
: VIETNAM |
|
Project number |
: |
|
Assignment number |
: |
|
Period |
: Mar – May 2026 |
|
Cooperative advisor (CA) |
: Tran Quang Dieu and Le Thi Thu Hien |
|
Mode of Agripool involvement |
: ☐ Remote (Online) only |
|
|
☐ Field visit included |
Introduction
Agriterra is a mission‑driven organization dedicated to strengthening farmer cooperatives across Africa and Asia. By combining Dutch cooperative expertise with local advisory networks, Agriterra empowers cooperatives to become professional, resilient, and market‑oriented enterprises. In Vietnam, Agriterra is implementing the program “Making Aquaculture Cooperatives Bankable and Inclusive”, partnering with shrimp cooperatives in Ca Mau, Can Tho, and Vinh Long to enhance competitiveness, improve livelihoods, and contribute to sustainable aquaculture development.
This Terms of Reference outlines the assignment to support Tan Phat Loi Cooperative (TPA) in Tan An commune and Tai Thinh Phat Cooperative (TTP) in Nam Can district, Ca Mau province. Both cooperatives are rooted in mangrove‑based ecological farming systems and have developed diverse product portfolios ranging from fresh shrimp and crab to processed items such as crackers, dried shrimp, and specialty pastes. Despite their ecological strengths and growing market presence, both cooperatives face challenges in branding, packaging, and accessing high‑value domestic and export markets. Agriterra’s intervention aims to address these gaps and position them as leading farmer organizations in Vietnam’s aquaculture sector.
Background of the assignment
In 2025, Agriterra facilitated market linkage programs for both Tan Phat Loi Cooperative (TPA) and Tai Thinh Phat Cooperative (TTP), connecting them with more than ten potential buyers across Can Tho, Hue, Hanoi, and Ho Chi Minh City. These missions successfully opened new distribution corridors and confirmed strong interest in their ecological shrimp and crab products.
For Tan Phat Loi, flagship items such as Oyster rice cracker, Natural shrimp rice cracker, Silver dried shrimp, and Naturally caught whiteleg shrimp pressed flat attracted attention but revealed weaknesses in packaging and labeling. Buyers requested clearer ingredient information, smaller pack sizes (100–200g zip-lock bags) for supermarkets, and more premium visual designs (glass jars, artistic boxes) for gift markets. Packaging also lacked QR codes and certification marks that Northern consumers rely on for trust.
For Tai Thinh Phat, products like Shrimp floss and Soft-shell crab were well received, but feedback emphasized the need for a stronger brand identity, consistent labeling with nutrition facts and barcodes, and diversified pack sizes (small packs for retail, larger packs for wholesale). Current packaging is functional but visually plain, missing storytelling elements such as images of mangrove ecosystems or cooperative members that could highlight the ecological and community value of the products.
Across both cooperatives, while product quality and authenticity are competitive, packaging and labeling lack professional design, consistency, and clear branding. These shortcomings limit their ability to penetrate modern trade channels, appeal to premium gift markets, and build consumer trust in Northern Vietnam and export destinations. Addressing these gaps is essential for their transition from commodity producers to brand creators.
Agriterra will hire a local consultant to work directly with Tan Phat Loi and Tai Thinh Phat Cooperatives, providing technical guidance on packaging redesign, label compliance, and printing solutions, while also providing the cooperatives with info to manage branding and marketing in the long term.
Main objective
To support Tan Phat Loi Cooperative and Tai Thinh Phat Cooperative in strengthening institutional brand identity of the cooperatives so that their products can meet trade standards as well as getting attracted by targeted customers.
Specific objectives
- Institutional branding: Develop consistent visual identity that reflects the cooperatives’ stories and community value.
- Market compliance: Ensure all labels meet updated local food labeling regulations and buyers requirements
- Technical readiness: Provide high-quality, print-ready files and guidance on long-term brand management.
Scope of work
- Desk work to review documentation, reports to extract key findings from market linkage report for labeling, packaging formats, and buyer preferences.
- Field visit to TPA and TTP to understand products, the story, competitiveness, target and expectation of the designs that ensure compliance with Vietnamese food labeling regulations.
- Design label and packaging for processed shrimp and crab products of the 2 cooperatives; and get feedback from cooperatives for revision and finalization.
- Deliver print-ready label and packaging files for the products.
- Prepare a summary report in English
Expected results
A consultancy report in English, including print-ready design label and packaging for processed shrimp products of the 2 cooperatives.
Tentative programme
The assignment will run from 27 Mar to 15 Apr 2026, with an estimated total of a maximum 14 working days. The consultant will carry out the following tasks:
|
Day |
Programme |
Available |
|
02 days |
|
Consultant/ CA/ the coop |
|
04 days |
|
Consultant/ CA/ the coop |
|
06 days |
|
Consultant/ CA/ the coop |
|
02 days |
Reporting and closing the assignment. |
Consultant/ CA |
|
14 days |
|
|
CA = Tran Quang Dieu, Agriterra Cooperative Advisor
Logistics and support
Agriterra will provide logistical support, including travel arrangements for site visit to 2 Cooperatives.
Application and selection process
Interested consultants are invited to submit a complete application package. Application should include:
- Cover letter: Indicating the applicant’s interest in the assignment, highlighting relevant experience, and outlining suitability for the role.
- Technical proposal: Presenting the proposed methodology, tools, workplan to carry out the tasks and expected results outlined in the ToR.
- Financial proposal: Including the daily rate in VND (inclusive of taxes), with a clear breakdown of estimated costs.
- Updated CV(s): Providing detailed qualifications and professional experience of the consultant. Examples of similar past assignments should be attached.
Qualifications required
- Proven experience in branding, label design, and packaging for food and/or seafood products.
- In-depth knowledge of Vietnamese food labeling regulations.
- Demonstrated experience working with cooperatives or agri-food enterprises.
- Strong portfolio of relevant assignments.
- English proficiency required for reporting purposes.
Submission guidelines:
- All application documents must be in English.
- Please submit the full package by email with the subject line: “Consultant – Label and packaging design”
- Email submissions should be sent to: [email protected], with cc: [email protected]
Selection process:
- Only shortlisted candidates will be contacted and invited for an interview.
- The closing date for application is 17:00, 23 Mar, 2026.
Agriterra, for cooperatives
We are a purpose-driven organisation, aimed at strengthening farmer cooperatives in 13 countries in Africa and Asia. Agriterra’s wheel of impact depicts how strong farmer cooperatives contribute to societal development and the relevance to many of the Sustainable Development Goals of the United Nations.
Positively impacting farmer cooperatives is at the heart of our identity and is reflected in our legal entity as a Dutch non-profit foundation.
Agriterra provides high quality and hands-on advice, training and exchange services to farmer cooperatives with maximum impact to support dynamic, economic and sustainably strong and productive rural areas. We draw on a century of cooperative knowledge in the Netherlands shared through our extensive network in the Dutch agri-food sector. These Agripool experts from farmer organisations across the world work with Cooperative advisors from our country offices, supported by staff teams in the Netherlands.
In 2022 Agriterra worked together with 579 farmer organisations, trained 8,989 people and 3,808,366 farmers were reached.