The quality achieved in the field was only one part of the discussion in Tangier. Handling from harvest onwards, the speed with which the fruit enters cold storage, and its shelf life upon arrival to the buyer were among the points highlighted by the panelists.

The topic was addressed during the panel “Analysis of the global soft fruit industry: challenges and strategies for competitiveness”, held at the XLIII International Soft Fruit Seminar Morocco 2026. Among the issues discussed were the handling of the fruit after harvest, the transfer of research to the field and traceability.

The panel also highlighted a gap between having new technologies available and having local evidence to recommend them to producers. This discussion led to the need for on-the-ground validation and the necessity of transforming research into solutions applicable to the country's production conditions.

From producing quality to preserving it

For Philip Symons, EMEA Director of North Bay Produce, preserving quality after harvest is one of the tasks Morocco must continue to improve compared to other origins that coincide with the same season. “The cold chain needs improvement,” he noted, along with accelerating the cold storage process after harvesting to extend shelf life and better preserve the fruit until it reaches its destination.

Ibrahim Bouhanch, from Morocco Foodex, shifted the focus of the analysis toward commercial consistency. “We must guarantee quality, consistency, and also trust,” he stated. He linked this regularity to post-harvest times and the shelf life the fruit maintains once it reaches the customer.

From the production side, Said Zelai, Country Manager Morocco of Agrovision, pointed out that the investment made in the field must be accompanied by improvements in management from harvest onwards and by port and export facilities capable of responding to future demands.

Panel “Analysis of the global soft fruit industry: challenges and strategies for competitiveness” © Blueberries Consulting

Validate before recommending

Ahlam Hamim, coordinator of the INRA's Small Fruit Research Program, explained that the work carried out in Morocco encompasses everything from genetic improvement to microorganisms, substrates, and moisture management. One of the outstanding issues, she noted, is translating this knowledge into technologies that can effectively reach the producer.

Hamim defined this task as the “last mile” of the research: advancing through experimentation platforms, standardization of protocols, and collaborative work with farmers. “Innovation cannot be operational if it is not validated,” he stated, emphasizing the need to test technologies in the field before transferring them.

XLIII International Seminar on Red Fruits Morocco 2026 © Blueberries Consulting

Traceability to adjust handling

Loudili Hassan, ONSSA's regional director for northern Morocco, called for continued self-monitoring and traceability of actions taken. Having these records, he explained, allows them to know what was done and provides background information for adjusting procedures when necessary.

The discussion in Tangier thus took quality beyond the results obtained in the field. For fruit destined for increasingly demanding markets, the ultimate benchmark is not only how it is produced or harvested, but also the condition in which it arrives and how regularly it can be delivered again.

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