AgriFutures Tea Tree Oil Program RFQ – Understanding the current and future demand for Australian tea tree oil


Request for Quotation

This Request for Quotation (RFQ) is seeking the services of an individual or organisation with suitable skills and experience to conduct global market research (quantitative and qualitative) to identify opportunities to sustainably increase global demand for Australian tea tree oil as part of the AgriFutures Tea Tree Oil Program.

The aim of this project is to provide AgriFutures Australia with an understanding of potential opportunities across a range of verticals (including personal care, home care, and pharmaceutical) to increase the demand for Australian pure tea tree oil. The outcomes of this project will assist the AgriFutures Tea Tree Oil Program to define research, development and extension questions for further investigation.


Tea tree oil producers have expanded planting areas over recent years. The AgriFutures breeding program for tea tree (Melaleuca alternifolia) and improved agronomic practices have increased average yields. Producers have developed an increased confidence in tea tree oil as a safe, effective product with a good margin and an excellent market (up to 90% is exported to over 70 countries). Consequently, if the market and demand concerns are not carefully managed, there is the potential for over-supply of tea tree oil.

A concerted effort is required to guide the industry, via a collaborative approach to maintain and sustainably increase the demand for tea tree oil, while maintaining product value at the farm gate.

This Request for Quote will address the “Increasing Demand” objective within the three research and development (R&D) objectives for the industry, and outlined in the Tea Tree Oil Program RD&E Plan 2018-2022.

Project requirements

Individuals or organisations making a submission are required to:

  • Display an understanding of current market research methodologies, techniques, and systems to approach a diverse and global business to business (B2B) audience.
  • Demonstrated experience in market research in the international marketplace and experience consulting target audiences in the pharmaceutical, home and personal care product verticals (preferred).

The outcomes of this market research project will assist the AgriFutures Tea Tree Oil Program to define research, development and extension questions for further investigation and may contribute to the development of future Strategic RD&E Plans.

Successful completion of the Request for Quote will include a detailed budget, project design, and a draft communication plan for industry consultation.

Project deliverables

It is expected that this project will include but is not limited to:

  • Quantitative assessment of current market demand – consult with relevant domestic and international stakeholders to aid the development of a broad-based quantitative assessment of specific personas within companies currently purchasing pure Australian tea tree oil to identify opportunities for increased demand. This should include regulatory managers, purchasing managers, quality managers, marketers and formulators from a number of pharmaceutical, home and personal care manufacturers,
  • Quantitative assessment of potential market demand – quantitative assessment to target the same specific personas within companies that do not currently purchase pure Australian tea tree oil to identify opportunities for new demand. This should include regulatory managers, purchasing managers, quality managers, marketers and formulators from a number of pharmaceutical, home and personal care manufacturers,
  • It is expected that the development of the project will involve industry consultation via a project reference group and should investigate  the key factors influencing or impeding the growth of the market for pure Australian tea tree oil, such as:
    • What is preventing you from including more TTO in your product lines?
    • What is needed to encourage you to include more TTO in your product lines?
  • Qualitative interviews to better understand trends, impressions and other areas of interest identified via the quantitative assessment.
  • Present the findings on the tea tree oil market research, including current market situation, growth potential and any forecast change in directions, by geography and vertical, for discussion as a PowerPoint document and presentation (using video conferencing) to the project reference group. We expect feedback from this presentation to be incorporated into the final report.
  • Provide a final report of the findings for future research, development and extension investments to identify and address the opportunities to support the growth of current markets, and extension to new markets, for the Australian pure tea tree oil industry.


5 January     2021                       RFQ application open

9 February   2021                       RFQ applications close

2 March       2021                         Expected execution of contract

13 April         2021                         Expected project completion date

AgriFutures Australia believes that the project should be completed within 6 weeks. If a longer timeframe is required, the applicant should explain why that is the case.

Terms and conditions

By submitting an application, respondents acknowledge that they are willing to accept the terms and conditions set out in the Provider Agreement.

The Respondent agrees that AgriFutures Australia may accept or decline to accept the Respondent’s Quotation in its discretion. No commitments or contract exists until a contract in the form of the Provider Agreement is executed by both parties. The Respondent agrees that AgriFutures Australia is not required to enter into any contract in connection with the RFQ.

The Respondent agrees that participation in any stage of the RFQ process is at the Respondent’s sole risk and cost.

Acceptance of a Quotation will occur only when an Agreement is issued or a contract is executed.

AgriFutures Australia, at its discretion, may discontinue this RFQ, decline to accept any Quotation, decline to issue any contract or satisfy it requirement separately from this RFQ process.

AgriFutures Australia Provider Agreement

How to make a submission

AgriFutures Australia is moving to a new online project management system, K2. This system will manage all stages of project administration and will eventually replace our current system, Clarity.

Applications for this Request for Quote must be submitted online using the RFQ application in K2.

If you had a previous account in Clarity, you can login using your Clarity user name or email address and the initial password K2pass! You will be prompted to reset this initial password when you login. If at any time you forget your password, you can also reset it via a forgotten password link on the login page.

Click here to login to K2 

If you do not have a Clarity login you must create a K2 account before submitting a proposal. To set up a secure account before submitting a proposal, contact the AgriFutures Australia helpdesk for a username and password by emailing

Usernames and passwords will only be issued while the applicable round is open.

If you require assistance, please contact

Please note, our Helpdesk will be closed over the Christmas period from 24 December 2020 returning on 4 January 2021. Any requests received during this time will be actioned when our office reopens on 4 January 2021.


If you have any questions about the RFQ process or requirements in the management services, please contact:

Gae Plunkett
Research Manager Tea Tree Oil
O490 091856