A long-term strategic business culture

"After working in Morocco for the past three years, I've come to appreciate the country's distinctive business culture. Unlike markets driven by short-term profits, Moroccan companies typically take a fundamental, long-term approach to business development," he says. Andriy Yarmak , economist at the Food and Agriculture Organization of the United Nations (FAO/UN).

This approach is particularly evident in how Moroccan agribusinesses approach sustainability. For the Moroccan agribusiness, it is not just a buzzword, but a genuine operational and strategic priority. Andriy Yarmak explains. Some Moroccan agribusinesses now have sustainability directors integrated into their corporate structures, reflecting a deep commitment to environmental and social responsibility.

Thriving in a Challenging Climate

Morocco's greatest challenge is its desert climate. In some producing regions, it can be dry for up to five months at a time, making water a precious and limited resource. However, Morocco continues to produce a wide range of fresh fruits and vegetables for international markets.

This success demonstrates the resilience and innovation of Moroccan producers. They have adopted advanced irrigation systems, soil management practices, and climate-smart agriculture to overcome environmental constraints.

Leading export sectors

Morocco
It is a major global exporter of fresh tomatoes, especially cherry and grape varieties. Thanks to the abundant sunlight in regions like Souss-Massa, Moroccan tomatoes have high levels of lycopene (90–100 mg/kg, according to import tests conducted in the EU).

The production systems are modern, sustainable, and adhere to international best practices, resulting in high-quality tomatoes with excellent Brix levels. Post-harvest processes are equally advanced, allowing for customized packaging and delivery.

According to Fatiha Charrat, deputy general manager of the Delassus Group, Moroccan tomato exports have flourished despite years of drought. The sector reached 690.000 tons this season, a 19% year-over-year increase, of which non-round tomatoes account for 58%. Year-round shipments packed at source supply high-demand markets such as the United Kingdom, Germany, and Northern Europe, reflecting the growing professionalization of the sector.

Citrus production
It is concentrated in regions such as Sousse, Marrakech-Safi, Beni Mellal-Khénifra, Gharb, and Berkane. Sousse alone accounts for almost 32% of Morocco's total citrus production, with a surface area of ​​over 40 hectares.

The country is famous for its Nadorcott clementine, patented in 1995 after tests conducted by the National Institute of Agronomic Research (INRA Maroc) confirmed its unique characteristics.
According to North Africa Post, Moroccan citrus exports are expected to reach 597.000 tons in the 2024-2025 season, a 31% increase year-on-year, making Morocco the third-largest citrus exporter in Africa, after South Africa and Egypt.

Other products

Morocco also exports avocados, cucumbers, peppers, and berries of exceptional quality. These products are increasingly being introduced into high-end retail chains around the world.

Strategic advantages

• Geographic location : Proximity to Europe allows for fast and cost-effective transport.
• Climate diversity :Varied climatic zones allow for the cultivation of multiple crops year-round.
• Modern agriculture Investments in agricultural infrastructure and technologies have improved both productivity and quality.

Expansion to Southeast Asia

To unlock new growth opportunities, FAO, the UN, and the European Bank for Reconstruction and Development (EBRD) are supporting FoodEx Morocco in organizing a trade mission for Moroccan fruit and vegetable exporters to Southeast Asia, specifically Singapore and Malaysia.

" These fast-growing Asian markets offer excellent potential for Moroccan products, especially when they have strong sustainability credentials. ", says Andriy Yarmak. " This initiative seeks to open new markets and expand the global reach of Moroccan fruit and vegetable producers. ".

Why Morocco for Southeast Asia?

• Fast-growing supplier of premium fresh produce with established markets in the EU, UK, and Canada.
• Unique seasonal window for seedless and easy-peeling fruits (November-April), which compete with China and Pakistan.
• Exports of fresh berries, especially blueberries, are growing rapidly and have tripled in five years.
• Premium tomato varieties (cherry, vine, beefsteak, pink), already present in Singapore and Malaysia.
• Premium dates, fresh avocados, and frozen berries for the region's growing frozen food segment.
• High-value specialty crops that justify air freight costs.

Supporting export growth through collaboration

This initiative is part of a broader collaborative effort between FAO and the EBRD to strengthen agricultural exports and promote sustainable development.

FAO's mission is to ensure global access to nutritious, affordable, and high-quality food. The EBRD complements this work with financial support for sectors such as agriculture, infrastructure, and industry in developing economies.

In Morocco, where agricultural exports are essential for financing staple food imports, these partnerships are crucial. They allow the private sector to access new markets, comply with international standards, and sustainably expand its operations.

With decades of combined experience in agricultural export development, the FAO and EBRD team remains committed to supporting Morocco's continued rise as a world leader in sustainable fruit and vegetable exports.