The Rise of Morocco in the Berries Market
Today, discussing the global berries industry extends far beyond the traditional players like Chile, Peru, Mexico, the United States, and China. Morocco has established itself as a formidable competitor in this sector, driven by sustained growth fueled by international investments, genetic innovation, logistical proximity to Europe, and increasingly sophisticated agricultural practices. What was once a market primarily focused on strawberry production two decades ago has now transformed into thousands of hectares dedicated to various types of berries, with blueberries and raspberries taking the lead. These crops are mainly cultivated in the regions of Loukkos, Kenitra, and Agadir, although their influence is spreading across other parts of the country.
The statistics underscore this transformation. Moroccan exports now approach a staggering 100,000 tons of fresh blueberries annually, solidifying the country's position as Africa's leading exporter and a key global supplier. The commercial window from January to May enables Morocco to supply the European market precisely when the availability from the Southern Hemisphere dwindles.
A Strategic Platform for Europe
Morocco's primary competitive advantage lies in its geographical proximity to Europe. While South American fruits require several weeks of maritime transport to reach European supermarkets, Moroccan berries can be harvested and delivered to distribution centers in the UK, France, Germany, or Spain in under 48 hours. This logistical edge has spurred significant international investments, prompting companies like Driscoll's, BerryWorld, San Lucar, and Elite Agro Holding to substantially expand their operations in the country. Recently, Elite Agro opened its seventh farm in Morocco, adding another 200 hectares dedicated to blueberry and raspberry production in the Kenitra region. Meanwhile, Elite Agro's investments have surpassed 500 million Emirati dirhams (approximately 140 million dollars), generating over 8,000 jobs, which reflects the confidence in the sector's growth potential.
However, the industry faces pressing challenges, particularly regarding water availability. Morocco is currently grappling with one of the most complex water stress scenarios in the Mediterranean. The ongoing decline in rainfall and increasing pressure on aquifers necessitate a reevaluation of agricultural practices. In response, the national strategy Génération Green 2020-2030 has initiated profound irrigation modernization through remote monitoring drip systems, moisture sensors, and the reuse of treated water, aiming to enhance efficiency without compromising sector competitiveness.
Another significant challenge is the need to diversify export markets, as the majority of current exports are still concentrated in Spain, the UK, the Netherlands, Germany, and France. The growing competition from Peru, Chile, Mexico, and Spain, along with heightened phytosanitary requirements from the European Union, is driving a diversification strategy towards new markets such as the United Arab Emirates, China, and other Asian countries.
In this context of expansion and significant challenges, Morocco will once again host one of the most important technical gatherings in the international industry, the XLIII International Seminar on Red Fruits Morocco 2026. In September, the Royal Tulip Center Hotel in Tangier will welcome producers, exporters, researchers, genetic companies, technology providers, and specialists from various continents to discuss the current state and future of berries in the Mediterranean region. This international gathering is part of the World Blueberry Tour organized by Blueberries Consulting and will provide an opportunity to witness an industry that has become one of the most intriguing growth stories in global agriculture.
The event will not only serve as a platform to observe Morocco's productive advancements but will also facilitate discussions on the challenges that will shape the industry's future in the coming years, including sustainability, strategies to combat climate change, the introduction of new varieties, and logistical efficiency, as well as evaluating market presence in emerging economies and profitability.
As Morocco surprised the world with its rapid growth over the past decade, the true challenge begins now, requiring the country to demonstrate that its leadership can be sustained in an increasingly demanding agricultural and commercial landscape. In this context, the upcoming XLIII International Seminar on Red Fruits Morocco 2026, scheduled for Wednesday, September 16, at the Royal Tulip City Center Hotel in Tangier, takes on special significance.
The International Technical Tour of Morocco will take place in the northern part of the country, visiting blueberry fields to allow producers from various countries to learn firsthand about Morocco's production techniques and technological advancements.
As reported by freshplaza.es.
