Consultant - Shortening Fishery Supply Chain with Digital Tool


Background and Context

The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation launched at the United Nations in 2002 to tackle the human suffering caused by malnutrition. Working with both government and business, GAIN aims to transform food systems so that they deliver more nutritious food for all people, especially the most vulnerable. One of the GAIN programs is Post-harvest Loss Alliance for Nutrition (PLAN). PLAN is a global and in-country platform that would connect experts and supply chain actors in order to share knowledge, collaborate and coordinate activities to collectively reduce post-harvest loss (PHL) of nutritious foods making them more accessible for consumers. Information about GAIN PLAN program can be found at Information about Indonesia PLAN activities can be found at:


The 2020 Global Nutrition Report stated that Indonesia is a country with double burden in nutrition, both under and over nutrition, the biggest country with wasting and number two with stunting globally. The 2018 Indonesia Basic Health Risk Assessment found that 30.8% of children under were stunting and 48.9% of pregnant mothers were anemic. An integrated action is needed to solve malnutrition issues, which includes increasing nutrition intake, especially protein and micronutrient which can be provided by fish. However, fish is a perishable food. the Food and Agriculture Organization (FAO) estimated that 35% of fish produced globally is lost and wasted. In developing countries such as South and Southeast Asia, about 90% of fish is lost from production to retailing and only about 10% is wasted at consumers’ level. Indonesia does not have a reliable data on fish post-harvest loss rate however the range is about 20-29% annually. With 12.8 million tons fish produced (MMAF data 2018), it is estimated that Indonesia losses 3.28-4.49 million tons of fish (equivalent to 840.000-1 million tons fish protein), worth Rp 63.3-82.8 trillion annually (JP2GI, 2020).


There are several determinants causing high fish post-harvest loss, including ineffective supply and cold chain system. In general, it takes about half to one day after harvesting/landing before fish reaches consumers. Fish usually lands around 5 PM, reaches auction place and brought to market. Retail fish sellers or vegetable vendors usually go to market at 2 AM and start selling fish in the morning. Utilization of ice to preserve fish quality and nutrition is hardly done. If fish sellers/vegetable vendors cannot sell fish by midday, the price drops and sometimes fish must be destroyed due to worsening quality.


The Covid19 pandemic has increased fish loss. In July 2020, the Association of Indonesian Fishery Product Processing and Marketing Entrepreneurs (AP5I) reported a drastic drop in demand for fish and processed fish products from export market, while domestic demand for hotels, restaurants and cafes (horeca) fell by 80%. This loss affected not only entrepreneurs but also traditional fishermen. Various media reported that many fishermen were forced to bury their catch due to lack of demand and limited technology and innovations to transport, store and further process fish. However, this pandemic also marked a substantial change in marketing channels and consumers’ habits. The number of vendors selling fresh fish in digital marketplaces or via digital applications is increasing. New applications to sell fresh foods (including fish) are increasing at both national and local level. Utilization of digital devices/online marketing has the potential to shorten the fishery supply chain, accelerate marketing process, and preserve better nutrition in fish.


One of GAIN’s mission is to increase access to nutritious foods while reducing post-harvest loss. GAIN would like to assess the business model of existing digital applications to increase fish purchasing and how selected application could be improved and sustained to reduce post-harvest loss and increase fish purchasing.



The objective of this contract is to map and assess how digital tools could shorten fishery supply chain and increase fish purchasing by consumers.


Work Description:

We are looking for a creative consultant/ agency to:

  1. Scan and map digital tools (applications/marketplaces) that enable online fish marketing purchase (for selling fish only and for selling fish mixes with other products).
  2. Assess those applications including vision and mission, business model, SWOT, history and performance, area and product coverage, networks and partners, probability, and feasibility for pilot scale up.
  3. Recommend business models and applications which can be scaled up.


  1. Research proposal (method: desk study and interview).
  2. Report on the mapping of digital tools that enable online fish marketing and recommended business model and application for scale up. 


The work shall be conducted from December 2020 to February 2021.


Consultant is expected to submit an offer for consultancy work inclusive of operational costs for travelling and research/assessment activities.




Please submit your proposal to GAIN ( with the subject line “Shortening Fishery Supply Chain - Digital Tool” by 1 December 2020.

The proposal should include:

-          Your understanding about the concept and the work,

-          Personnel background,

-          Budget, and

-          Work experience (similar experience is highly appreciated).

For more information, please contact Rahmi Kasri (