Morocco’s agrofood has historically provided quite a presence in Western European markets, but Central and Eastern markets on the continent are now also ripe for the picking. Moroccan fruits and vegetables possess high quality yet boast affordable prices in all seasons, said “East Fruit” on Tuesday, commenting on the Foodex event organized in October, 2023.
Importers from Eastern and Central Europe attended the event–which was supported by the European Bank for Reconstruction and Development (EBRD), and the Food and Agriculture Organization of the United Nations (FAO)–in order to improve trade opportunities in Morocco.
Principal Banker at EBRD, Othman Tlemcani, said, “We are pleased to contribute to boosting business opportunities to benefit both European consumers and Moroccan producers.”
Direct sales of Moroccan goods to Central and Eastern European clients are expected to increase the efficiency of the country’s agrifood exports.
Currently, the route to Eastern Europe involves several intermediaries, resulting in challenges with freshness and product value losses.
Maxima International Sourcing’s Product Category Manager, Jurga Pociūtė, and Commercial Project Manager, Roberta Voronice, joined the delegation to outsource Moroccan tomatoes and import other fruits and vegetables, especially citrus fruits, cucumbers, and peppers.
Efficiency is critical in Central Europe’s demand for rapid turnaround of products, particularly for perishables such as fresh food.
Large Moroccan manufacturers may handle this using on-site logistical platforms. However, smaller producers in Central Europe must form alliances to assure the continuous supply and effective redistribution of goods.
The delegation examined various aspects of the Moroccan agrifood sector in the Souss-Massa region, including tomato packaging and packaging operations, a seawater desalination unit in Agadir, and the Qualipole platform in Souss, which is dedicated to quality control and assurance in the agribusiness sector.
The program builds on previous efforts held by the aforementioned partners since 2020, thereby enabling Moroccan enterprises to investigate export potential in Central and Eastern Europe. Previous initiatives included a visit to Poland and virtual inter-company meetings.
With the help of international partners and the dedication of local stakeholders, Morocco is well-positioned to continue navigating the hurdles of a discerning market such as the EU, not only in terms of quality requirements, but also with respect to tapping into the immense potential of Central and Eastern European markets.