Messe Düsseldorf's Strategic Entry into the Moroccan Market
Messe Düsseldorf, a prominent trade fair organizer, is set to broaden its influence in the MENA region with an exciting new initiative in North Africa. In collaboration with the Moroccan industry association FENAGRI, the Düsseldorf-based company is preparing to launch its very first specialized trade fair in Morocco, scheduled to take place in 2027 in the vibrant city of Casablanca. This new event will focus on the food and packaging sectors, showcasing the growing importance of Morocco as a key player in these industries.
FENAGRI: A Vital Local Partner
Partnering with the National Federation of Agri-food (FENAGRI) has proven to be a strategic move for Messe Düsseldorf. FENAGRI operates under the auspices of the Moroccan Ministry of Industry and Trade, consolidating 15 industry associations and representing over 2,600 companies. This extensive network allows FENAGRI to cover approximately 40 to 50 percent of the Moroccan market, providing invaluable market insights necessary for establishing a new platform. According to Wolfram Diener, Managing Director of Messe Düsseldorf, the expansion into the Moroccan market is a logical continuation of their ongoing efforts in the region. He stated, "With our entry into the Moroccan market, our network in the MENA region will extend from the Atlantic coast to the Arabian Peninsula. While our food and packaging fairs in Cairo bridge Africa and the Middle East, Morocco will unlock the West African markets and leverage its proximity to Europe." This strategic positioning highlights Morocco's role as a vital link between continents.
The expansion efforts of Messe Düsseldorf in the MENA region date back several years, beginning with the establishment of interpack Middle East Africa in 2019. Two years later, the organization participated in Food Africa, the continent's largest food fair. With the upcoming event in Morocco, Messe Düsseldorf not only extends its geographical reach but also covers the entire value chain thematically—from packaging to food production. Economically, Morocco has emerged as a crucial industrial hub between Europe and Africa, with growth rates projected to reach between 4.5 and 5 percent by 2028, driven by robust public investments in infrastructure, industry, and energy, as well as a dense network of free trade agreements. The food industry, in particular, is exhibiting remarkable dynamism: Morocco exports a variety of products including fruits, vegetables, processed foods, and seafood, while simultaneously importing significant quantities of grains, cooking oils, animal feed, and dairy products. Over 60 percent of Morocco's food imports and exports are with the EU, followed by the UK, the USA, Turkey, Sub-Saharan Africa, and the MENA region. As the food industry continues to grow, so does the demand for modern packaging and processing solutions, creating an attractive environment for international exhibitors.
As reported by lokalbuero.com.
