A Green Deal for Morocco’s Fruit and Vegetable Export Markets

PROJECT SUMMARY

The EBRD and FAO are working with the government in Morocco to increase deliveries of its high-value horticultural products to both developed and prospective markets while anticipating sustainability risks posed by the expansion of key fruit and vegetable value chains in the country.

CONTEXT

The EBRD and FAO, with support from the European Union (EU), are working with Morocco’s Ministry of Agriculture, Fisheries, Rural Development, Water and Forests, and FoodEx – the Ministry’s export control and promotion arm – to promote the growth of Moroccan horticultural exports in an environmentally, socially and economically sustainable way.

Morocco is already an important supplier of fruit and vegetables to the European marketsInvestments in the sector are seen as a way to deliver progress toward its sustainability goals, for example, by adopting new technologies that improve efficiency, reduce water use and stimulate the economic inclusion of rural youth.

Morocco produces several high-value-added crops including citrus, green beans, raspberries, strawberries and tomatoes. These kinds of crops require high-tech equipment and specialist knowledge and are where investment and development, particularly in terms of traceability and sustainability of its fresh produce could open more doors. European neighbours like Poland, Italy and Germany, for example, are seeing increased consumer demand for quality fresh products with sustainability credentials, which could also see a jump in Moroccan exports of emerging high-value crops like pomegranate and avocados.

Activities​

Improve knowledge of challenges and opportunities for value chain development and exports.

Develop capacity to increase competitiveness and leverage export opportunities.

Identify options for improving the competitiveness and efficiency of the small citrus value chain by strengthening export capacity and improving quality.

Propose scenarios for the sustainable development of the avocado value chain to maximize economic gains while preserving the limited water resource available.

Support the development of sustainability certification for Moroccan fresh produce.

Help identify options to develop a logistics platform in Poland for Moroccan fruits and vegetables to supply new markets in Central and Eastern Europe.

Achievements

  • trade mission to Poland in January 2020saw fifteen Moroccan citrus, tomato and berry producers travel to Warsaw to explore trade opportunities with leading logistics companies. Poland is one of the largest importers of small citrus fruit in the world, buying mainly from European countries like Spain, Italy and Greece while Morocco, despite being the fourth largest global exporter of clementines and mandarins, has yet to directly tap into the Polish market.
  • The participation of 25 Moroccan fruit and vegetable producers in Fresh Market – a virtual marketplace bringing together producers, suppliers, big retail chains and importers of fresh fruits and vegetables from across the world in December 2020.
  • The organization of B2B meetings between Moroccan producers and potential clients from Belarus, Czechia, Lithuania, Moldova, Poland, Russia and Ukraine as well as with logistics operators in Poland.
  • In 2021, the project working group hosteda webinar where panellists from Germany and Italy contributed to a discussion around burgeoning opportunities for fresh produce, through enhancing environmental sustainability standards.

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