The Vibrant Showcase of Moroccan Terroir
The 12th edition of the International Terroir Products Fair (SIPTA) has successfully brought together over 230 exhibitors across an expansive area of 5,050 square meters, celebrating the rich diversity of Moroccan terroir products. This year's event, which runs until Monday at the Agadir Exhibition Park, is expected to attract around 130,000 visitors. Focusing on digital transformation, the fair features technical conferences and practical training aimed at enhancing the competitiveness and marketing capabilities of cooperatives. Additionally, it includes cultural animations and an interactive educational space designed for children, making it a family-friendly affair.
Located in the Souss-Massa region, which is renowned for its abundant terroir products such as argan oil, saffron, dates, almonds, honey, and various aromatic and medicinal plants, this edition of the fair was organized by the Ministry of Agriculture in collaboration with the Souss-Massa Chamber of Agriculture and the SIPTA Association. The theme for this year, "Terroir Products: A Renewed Heritage in the Digital Age," underscores the importance of supporting digital transformation as a means to enhance the value of terroir products while preserving their authenticity and cultural significance as vital elements of Morocco's economic identity.
Engagement and Educational Initiatives
Spanning nearly 5,050 square meters, the fair has become a national platform for promoting terroir products while supporting the social economy and fostering synergies among cooperatives, institutions, and economic actors. This collaboration encourages new partnerships and broadens investment and marketing opportunities. Over the course of six days, more than 130,000 visitors are expected to participate in this significant economic event, which serves as a hub for the promotion of local products.
This year's edition also offered a diverse scientific, technical, and cultural program that included a series of workshops and lectures dedicated to enhancing the value of terroir products in the digital era. Topics ranged from health accreditation for processing units to best hygiene practices in food transformation. An exciting educational area for children was also part of the program, featuring interactive workshops utilizing virtual reality technology to raise awareness about biodiversity and practical sessions focused on paper recycling and promoting eco-friendly behaviors.
Additionally, daily support sessions for cooperatives were integrated into the program, offering training in entrepreneurship, management, marketing, and enhancing organizational capacities. Visitors enjoyed cultural and folkloric performances, interactive broadcasts from the Web TV space, and contests like the "Terroir Quiz," culminating in an award ceremony for winners. This edition also continued the tradition of recognizing specialized journalism through the 4th edition of the "Souss-Massa Award for Journalism and Agriculture," which was held in partnership with the regional office of the National Syndicate of the Moroccan Press (SNPM). This initiative acknowledges the vital role of media in showcasing local potential, supporting the agricultural sector, and promoting terroir products.
As reported by leseco.ma.
