ToR - Production of Fairtrade Coffee Promotional Film and Photography Package – India

CALL FOR PROPOSALS (CfP) / TERMS OF REFERENCE (ToR)

Production of Fairtrade Coffee Promotional Film and Photography Package – India

Project: Showcasing the Diversity, Quality and Origin Specialty of Fairtrade Coffee from India

Geographical Coverage: Andhra Pradesh, Kerala and Karnataka, India

Issued by: Fairtrade Network of Asia and Pacific Producers (Fairtrade NAPP)

1. Background and Project Overview

The Asia-Pacific region is home to diverse coffee-growing landscapes, varieties, production systems and distinctive Fairtrade coffee profiles. From the high-altitude coffee plantations of Araku in Andhra Pradesh to the specialty Arabica and Robusta varieties of Karnataka and the distinctive Fine Robusta and Monsoon Malabar coffees of Kerala, the region offers a wide range of products with unique origin characteristics and commercial potential.

Fairtrade Network of Asia and Pacific Producers (Fairtrade NAPP) seeks to strengthen the visibility, market positioning and commercial potential of Fairtrade-certified coffee from the Asia-Pacific region. As part of a broader regional initiative, Fairtrade NAPP intends to produce a series of short promotional films showcasing Fairtrade coffee from across India.

The assignment will cover three major coffee-producing regions in India:

1. Andhra Pradesh – Araku Coffee

2. Kerala – Fine Robusta, Monsoon Malabar

3. Karnataka – Robusta

The assignment will produce a comprehensive library of professional video footage, photography, interviews and promotional films that can be used by Fairtrade NAPP for regional marketing, buyer engagement, trade fairs, digital campaigns, social media and other commercial outreach initiatives.

2. Objectives of the Assignment

The key objectives are to:

Showcase the diversity of Fairtrade-certified coffee grown across Andhra Pradesh, Kerala and Karnataka.

Highlight the distinctive characteristics of different coffee varieties, including Araku coffee, Fine Robusta, Monsoon Malabar, Arabica and Robusta.

Document the complete coffee journey, from cultivation and harvesting to processing, quality assessment, packaging and preparation for export.

Capture the origin specialty, growing conditions, local terroir, processing techniques and unique attributes that distinguish each coffee-producing region.

Showcase the quality and commercial attributes of Indian coffee, including cupping scores, flavour profiles, aroma, acidity, body and other relevant sensory characteristics, wherever available and verified.

Highlight good agricultural practices, sustainable farming methods and quality management practices followed by producer organisations and farmers and other Fairtrade commercial value proposition for buyers such as EUDR ready, organic farming etc.

Capture authentic farmer and producer organisation perspectives through short interviews and field interactions.

Create high-quality commercial promotional content that attracts international coffee buyers, roasters, importers and potential business partners.

Develop a comprehensive, categorised library of professional photographs and raw video footage for future marketing and promotional requirements.

Produce multiple promotional formats suitable for websites, social media, trade fairs, buyer presentations and other marketing channels.

Capture Fairtrade Premium and/or Programme interventions where relevant.

3. Scope of Work

The selected production house will be responsible for the end-to-end planning, coordination, filming, photography, editing and delivery of the assigned content.

3.1 Pre-Production and Coordination

The production house shall:

Coordinate with Fairtrade NAPP's designated team members to understand the assignment, content requirements and intended commercial positioning.

Coordinate directly with the identified Fairtrade-certified producer organisations across Andhra Pradesh, Kerala and Karnataka.

Work with the relevant producer organisations to identify coffee farms, processing facilities, quality laboratories, warehouses and other suitable filming locations.

Develop a detailed filming schedule covering all three regions.

Identify the specific coffee varieties and production activities to be documented in each region.

Prepare a detailed shot list covering cultivation, harvesting, processing, quality assessment, packaging and transportation.

Identify and shortlist farmers, cooperative representatives, quality experts, processing specialists and other relevant interviewees.

Develop interview questions and filming briefs for each location.

Prepare a detailed production plan, including travel, logistics, equipment requirements and timelines.

Ensure that the filming schedule is coordinated with the actual coffee production and harvesting cycles, where relevant.

3.2 Production – Field Filming and Video Footage

The selected vendor shall undertake professional filming across the three identified coffee-producing regions. The indicative locations will be:

Wayanad, Idduki, Kannur – Kerala

Alluri Sitarama Raju District, Andhra Pradesh

Karnataka: Chikkamagaluru & Hassan

The footage should collectively communicate the journey of Indian coffee, from its origin to a finished, market-ready product.

A. Coffee Cultivation and Growing Practices

Capture footage of:

Coffee plantations and the surrounding landscapes.

Arabica and Robusta coffee plants and their distinctive characteristics.

Coffee seedlings, nurseries and planting activities, where available.

Coffee trees at different stages of growth.

Flowering and cherry development.

Shade-grown coffee and agroforestry systems, wherever practised.

Soil management, irrigation and water conservation practices.

Organic and sustainable agricultural practices, where applicable.

Farmers undertaking regular farm maintenance and management activities.

Intercropping and other associated agricultural practices.

B. Harvesting and Post-Harvest Activities

Coffee cherries at different stages of maturity.

Selective harvesting of ripe coffee cherries.

Farmers undertaking harvesting activities.

Cherry collection and sorting.

On-farm handling and transportation.

Drying and storage activities.

Post-harvest quality management.

C. Processing and Specialty Techniques

Capture the different processing methods followed across the three regions, including:

Washed/wet processing.

Natural/dry processing.

Honey processing, wherever practised.

Pulping and fermentation.

Washing and drying.

Hulling and polishing.

Sorting and grading.

Specialty processing techniques.

Monsoon Malabar processing and its distinctive monsooning practices.

Fine Robusta processing and quality management.

The production house should capture the actual processing methods followed by the respective producer organisations rather than using generic coffee-processing visuals.

D. Quality Assessment and Cupping

This is an important component of the commercial positioning of the film.

Capture:

Coffee bean grading and quality assessment.

Green coffee bean evaluation.

Coffee roasting activities, where relevant.

Professional cupping sessions.

Coffee experts assessing aroma, flavour, acidity, body and aftertaste.

Cupping and sensory evaluation procedures.

Where available, the vendor should capture verified cupping scores, specialty classifications, tasting notes and quality certifications for the respective coffee varieties.

E. Packaging, Storage and Market Readiness

Green coffee beans after processing.

Packaging and bagging activities.

Storage and warehousing facilities.

Quality inspection before dispatch.

Export-ready coffee packaging.

Labelling and traceability systems.

Loading, transportation and dispatch activities, wherever accessible.

Final coffee products and retail-ready presentations, where applicable.

The overall footage should communicate the quality, consistency, traceability and market readiness of Fairtrade-certified Indian coffee.

Proposal Submission

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