Key Responsibilities Agro logistics and cold chain management Conduct or coordinate feasibility and scoping studies in priority locations, including Arba Minch, Wolaita Sodo, Butajira, Hawassa, Batu, and Adama. Analyse production volumes, seasonality, market access, logistics connectivity, investment risks, and bottlenecks; develop practical recommendations to improve efficiency and transparency in domestic and export horticulture supply chains. Review and compare existing aggregation models and centres, including those supported by AGP and ATI, as well as other studies and private-sector initiatives; identify lessons and approaches that can be adapted or scaled. Support the establishment of regional aggregation hubs and develop effective logistics linkages between hubs, the Modjo Cool Port, and high-end retail and institutional buyers in Addis Ababa. Provide technical inputs to FRESHWAY short courses under Component 3, particularly on horticultural logistics, cold-chain management, and postharvest handling. Identify high-potential Dutch companies offering logistics innovations that could be adapted by participating Ethiopian companies and facilitate relevant connections. Market activitation Organise targeted learning and exposure visits for producer groups to major wholesale markets and large buyers in Addis Ababa, strengthening understanding of postharvest handling, grading, quality, and logistics requirements. Facilitate structured buyer–seller meetings to clarify requirements for volumes, quality, pricing, and delivery schedules, and promote a shared understanding of market actors’ roles in supplying high-quality produce. Support joint production and delivery planning between farmers and buyers, including aggregation and bulking through producer organisations, to strengthen consistency and reliability of supply. Facilitate practical demonstrations on grading, packaging, and postharvest handling in line with buyer specifications; explore digital solutions to improve coordination and delivery planning. Identify and engage marketing companies, media houses, and other service providers to support consumer awareness and demand-creation interventions. Oversee consumer awareness studies to assess perceptions of fruit and vegetable food safety and identify appropriate promotional and behaviour-change interventions. Coordinate and monitor promotional activities, including radio, television and social media campaigns; point-of-sale labelling, posters and information displays; public awareness events; market demonstrations; and school-based programmes. Ensure promotional messages communicate the meaning and benefits of certified fruit and vegetables, particularly in relation to food safety and health.