Moroccan cherry tomatoes of Azura group invaded French markets and ranked as the 10th most purchased products in France in 2023, totaling 116 million purchases recorded and securing first place in the fruit and vegetables category, according to Kantar Worldpanel’s publication featuring the top 20 brands chosen by the French.
The Moroccan brand Azura has won over almost 16.9 million French households, with a remarkable repeat purchase rate of 75%.
The brand does fall just behind perennial behemoths Herta, Président, Panzani, Pasquier and Coca Cola, but tops world-renowned, globally established brands such as Kinder, Lays, Lindt, Andros and Bonne Maman.
The company stated to Moroccan outlet Challenge that this recognition serves as a testament to consumer confidence, while also paying tribute to the unwavering commitment of the entire group, which offers palatable, high quality, eco-friendly products.
Azura added that it is fully committed to improving its environmental profile by implementing a CSR (Corporate Social Responsibility) strategy encompassing its entire production chain.
This strategy includes agronomic research aimed at reducing the use of phytosanitary products, production in unheated greenhouses, optimizing the management of water resources, and reducing the consumption of plastic packaging and recycling waste.
Challenge concluded that the group is also committed to supporting communities in southern Morocco via its Azura Foundation.
Since its creation in 2014, the Foundation has carried out a number of projects to promote education (construction of schools, and educational centers for disabled children), as well as initiatives for the sustainable management of natural resources, benefiting approximately 30,000 people.
Kantar Group is a global data, insights, and consulting company based in London, England. It was founded in 1992, and employs approximately 30,000 specialists in over 90 countries working in various research disciplines, including brand guidance, brand strategy, social media monitoring, advertising effectiveness, consumer and shopper behavior, and public opinion.