Fruit logistica 2016 by AGRICULTURE du MAGHREB

Agriculture du Maghreb / Fruit Logistica 2016

EDITIONS AGRICOLES

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Editorial

GROUPE HASSAN DERHEM 22 bis, rue des Asphodèles Résidence Zakia - Quartier Burger 20380 Casablanca Tél. : 212 (0) 522 23 62 12 212 (0) 522 23 82 33

Fruit Logistica

Fax : 212 (0) 522 25 20 94 agriculturemaghreb@gmail.com www.agriculturedumaghreb.com

The place to be

Directeur de publication Abdelhakim MOJTAHID Rédacteur en Chef Ingénieur Agronome Abdelhakim MOJTAHID Journalistes Ingénieurs Agronomes Abdelmoumen Guennouni Hind ELOUAFI

Facturation - Abonnements Khadija EL ADLI Directeur Artistique Yassine NASSIF Imprimerie PIPO Régie publictaire France Idyl SAS. 1154 Chemin du Barret 13839 ChâteauRenard Tél. 04 90 24 20 00 Contact : Mme. Brigitte SENECHAL bsenechal@idyl.fr

Taking place on 3-5 February, Fruit Logistica will offer its usual blend of industry-leading exhibitors, networking opportunities, innovative products and services and topical conference sessions. Those involved in fresh produce industry from right across the entire supply chain will once again have the opportunity to meet suppliers from all over the world and to order the products best suited to their customers. Every year, more than 60,000 trade visitors attend FRUIT LOGISTICA. Moroccan exhibitors see it as the ideal place to establish and build the personal trust which is so essential for dealing successfully in perishable products such as fresh fruit and vegetables. Hence, Moroccan exporters exhibit for the sixteenth time their fresh produce over a large surface area expanded every year (100 sqm in 2000, more than 1000 sqm in 2016). Fruits and vegetables from Morocco are highly appreciated by distribution networks all over the world and needless to say by their clients. This is rather evident if we consider the quality of the production thanks to a rigorous management of crops and packing units and a total respect of all international standards. As usual, the magazine Agriculture du Maghreb will accompany Moroccan exporters exhibiting in Fruit Logistica 2016 with this special issue for strengthening communications between Moroccan exporters and operators in Europe.

We extend our sincere wishes for great success of Morocco’s participation at “Fruit Logisitca 2016”.

Tous droits de reproduction autorisés avec mention impérative et complète du journal.

Agriculture du Maghreb / Fruit Logistica 2016

Morocco Fruits and vegetables

Major Producer and Exporter Country Morocco is the gateway to Europe and at the same time to Africa. This ideal geographical position makes the kingdom an important export platform to the European countries, the U.S. East coast and a lot of other markets, as for instance Russia.

ith their contribution to the countryâ&#x20AC;&#x2122;s food security, growth, employment and external exchanges, agriculture and agrifood industry constitute key sectors for the Moroccan economy. Agriculture and food industry represent respectively 15.5% and 5.5% of the nominal GDP. Similarly and even below their potential, these sectors also contribute to the improvement of the external exchanges. These sectors, which benefit from a particular attention of the public authorities embodied mainly in the Moroccan Green Plan (promotion of high added value agricultural sectors, aggregation allowing small business to access exportsâ&#x20AC;&#x2122; market...), have various hidden opportunities for export development related mainly to sustained growth of the world demand, geographical proximity of the European and African markets, conclusion of a plenty of free-exchange agreements and

trade agreements with partner countries... The performances of the agrifood exports during the last years prove the strong potential for development which needs to be boosted by an ideal exploitation of the undeniable comparative advantages granted to this sector. The problem of the upstream of the agri-food sector, which used to present one of the major constraints of the sector, is now being lifted with the implementation of the Moroccan Green Plan that gradually starts its cruise phase. In this context, the performance of the agri-food sector in exports faces, with regard to the structural change of the agricultural upstream, some challenges related mainly to the necessity - of a larger diversification of the product/market couple in exports, a better boosting of the expanding

Agriculture du Maghreb / Fruit Logistica 2016

agricultural production which promises good perspectives with, mainly, the implementation of Agropoles, - and a stronger responsiveness face the merciless rivalry of the Mediterranean countries in particular. Moroccoâ&#x20AC;&#x2122;s agricultural sector is the largest in the region in terms of arable a n d

Dakhla

Tanger Larache Berkane Casablanca El Jadida

Sefrou

Marrakech

Agadir

irrigated land. A rich know-how, a temperate climate, quality and an allocation of water resources favor agriculture, and the very long gro wing season allows Morocco to produce a wide variety of vegetables and fruits. Fresh fruits and vegetables belong to Morocco’s top five export catego ries which represent one fourth of all Moroccan exports. The Kingdom can offer a wide variety of products that are exported and

recognized for their quality in all continents. In 2008, the Moroccan Ministry of Agriculture implemented the “Green Morocco Plan’: This agricultural strategy is meant to be a lever for agricultural development in Morocco. Its objective is to make agriculture the main driver of growth over the next years by accelerating development of modern and competitive agriculture. The government also established a special program to make state owned agricultural land avail able to private entrepreneurs with the goal of ensuring crop supply locally and raising exports. In the last years, the Moroccan exports of fresh agri-food products were highly concentrated on the European continent (including

Russia). Per country, France was at the top, followed by Russia, Spain and Netherlands. Huge opportunities are also to cease in high potential markets, particularly at the level of Arab countries of the Middle East and in the African market as well. The Strengths of the Sector - Morocco, a platform for Europe, the Middle East, Africa, enjoys an ideal geographical location which makes of it an export platform for the EU market, the U.S. East Coast and other markets. - Morocco also enjoys a quality image abroad and has strong ability to differentiate its products. - The agricultural sector comes at the forefront of the national development priorities because of role it plays in the economic and

Agriculture du Maghreb / Fruit Logistica 2016

Morocco Fruits and vegetables social fabric of the country; the Green Morocco Plan is proof. - The eating and organoleptic quality of citrus and vegetables. - The diversity of products: varieties of oranges, berries, tomatoes... - Crops are used to feed the country’s exports and offer significant opportunities for the

local food industry. - Soil resources - The citrus sector development prospects aim at tripling the volume of production (3 million T/ year) and doubling the exports (1.3 million T/year) in 2020 by setting a contractual program aiming at restructuring the citrus sector in

91%

Morocco. - The preferential access that Morocco has to certain markets (EU, USA, EFTA, Quad, etc.) to obtain several agricultural and agro-industrial products of interest for its local market.

of Moroccan fresh agri-food exports is to Europe

Moroccan exports of fresh agri-food products have mainly been to the European continent (incl. Russia) , taking in on average 91.5% between 20072014. France is in the lead importing 38.9% of Moroccan exports, followed by Russia (14.6%), Spain (13.1%) and Holland (9.9%) say the DEPF (Direction of financial studies and forecasts). Exports are dominated by fresh tomatoes. In France between 2007-2013, 53% of Moroccan fresh agri-food imports were tomatoes, followed by other fresh frozen or pickled vegetables (18%) and watermelons and melons (10%). Citrus fruits were 4th place with 7%. Other fresh vegetables saw their export growth rate slow down 4%. In Russia, citrus and tomatoes represented on average 89% and 9% respectively of overall exports from Morocco from 2007-2013. The 16% growth of tomato exports per year has

Agriculture du Maghreb / Fruit Logistica 2016

overtaken that of citrus fruit which saw a 35% growth over the same period. Over the current season (2013-2014), Morocco is the World’s number 1 exporter of small fruit to Russia, the largest market worldwide in this sector. A 38%/year growth of fresh frozen and pickled vegetables can be seen. On the Spanish market, almost 58% of Moroccan exports were of fresh frozen or pickled vegetables between 2007-2013, followed by fresh tomatoes (12%) and plants and plant parts (11%). However citrus exports to Spain were low (2%) representing a 10% decrease over 2007-2013. Average annual growth rate was important for : fresh frozen or pickled fruits (57%), strawberries and raspberries (29%) and potatoes (12%). As for Holland, citrus represented 57% of the sectors exports, followed by fresh frozen or pickled vegetables whilst tomatoes only represented 6%.

The Moroccan Association of Producers and Producers/Exporters of Fruits and Vegetables Av. Mly Ismaïl, Dar Illigh – Imm.A5- Bur 209 - Cité Nahda – Agadir- Maroc

AFFILIATED EXPORTERS GROUPS Agafonte

Tél : +212.5.28.24.62.04 – Fax : +212.5.28.24.62.09 E-mail : info@agafonte.com

Agri-souss

Tél : +212.5.28.22.67.60 – Fax : +212.5.28.22.32.42 E-mail : agrisouss@menara.ma

Agrupa-Marca

Tél : +212.5.28.81.82.91 – Fax : +212.5.28.81.93.34 E-mail : agrupamarca@hotmail.com

Maraissa

Tél : +212.5.22.97.23.12 – Fax : +212.5.22.97.22.79 Email : secretariat@azura-maroc.com

Delassus

Tél : +212.5.22.35.39.06 – Fax : +212.5.22.35.33.98 E-mail : kbs@delassus.com

Fresh Express

Adresse: zone industrielle, lot. B 628. 80000 AIT MELLOUL Tél : +212 5 28 24 59 45 Fax : +212 5 28 24 59 44 E-mail : renecoste07@gmail.com

GPA

Tél : +212.5.28.84.59.06 – Fax : +212.5.28.84.59.05 E-mail : contact@gpa-export.com

Groupe SAOAS

Zone Industrielle III, Agadir Tél : +212 5 28 33 10 10 - Fax : +212 5 28 33 35 82 E-mail : saoas@menara.ma

The Apefel regroups 550 producers / exporters and 80% of moroccan fruits and vegetables export. Our contraints, our ideas and our solutions ! An adequate formation and information. A respected traceability.

Soprofel

Tél : +212.5.28.82.19.25 – Fax : +212.5.28.84.32.14 b.saloua@groupesoprofel.com

Les Domaines

Tél : +212.5.22.39.85.00 – Fax : +212.5.22.93.33.00 E-mail : dcgeda@casanet.ma

Matysha

Water is scarce, we learnt to optimise it.

Tél : +212.6.61.69.16.99 – Fax : +212.5.28.81.02.40 E-mail : station.matysha@matysha.com

Qualiprim

Adresse siège: Douar Touzaikou, Khmiss Ait Amira, Chtouka Ait Baha. Adresse courrier : BP 1362 Z.I Ait Melloul Tél : 0528 81 22 24/25-- Fax : 0528 812 234 E-mail : secretariat@freshprim.ma

We respect the international standards.

Prim Atlas

Tél : +212.5.28.82.67.90 – Fax : +212.5.28.82.67.88 E-mail : primatlas@menara.ma

Suncrops

Tél : +212.5.28.82.85.36/37 – Fax : +212.5.28.82.85.38 E-mail : sucropsexport@menara.ma

www.apefel.com

Promoting the Moroccan product.

Greenhouse farming

a success story

Growing early vegetables and fruits is considered as one of the pillars of the Moroccan fresh produce sector. It has been subject to profound changes over the course of the last decades. With sheltered crops, grown in greenhouses, Morocco can offer today state-of-the art agriculture, comparable to what is practiced in the most advanced countries. Many technical improvements have been introduced, such as professional nurseries, drip irrigation, rational fertilization management and the Integrated Pest Management.

omatoes are by far the most important crop representing 50% of the total exports of horticultural products, followed by various other vegetables and fruits such as green beans, peppers, zucchinis, strawberries and melons.

Compliance with health and environmental protection standards, rules of certification and traceability, and continuous diversification in supply are essential assets enabling Moroccan produce to continue to occupy a top position on shelves serving the most de-

Agriculture du Maghreb / Fruit Logistica 2016

manding consumers. While the EU is likely to remain the main export market for Moroccan goods, the government is working to diversify agricultural trade partners to limit risk and generate new sources of income.

Agriculture du Maghreb / Fruit Logistica 2016

Tomato branch Morocco is one of the world’s major exporters of tomatoes. With a share of 7% of total international exports, the kingdom currently ranks fourth, behind Mexico, the Netherlands and Spain, and is the EU’s main supplier of tomatoes by far among countries outside the EU.

been emerging in recent times. Due to restrictions on exports to EU markets, increased orientation toward the Russian market has been observed. Deliveries of Moroccan tomatoes to Russia increased quite considerably.

The export potential in tomatoes has increased steadily and currently reaches 450,000 t each year, and 50% of total vegetable exports. In cultivation, major changes have been emerging for some time. While round tomatoes dominated production for a long time, the product range has now been extended considerably. Small-diameter tomato varieties, such as cocktail, cherry and plum tomatoes, now account for 30% of export deliveries.

Meeting markets requirements

In the export strategy of Moroccan operators, significant changes have

Une image se construit et se nourrit ! Dans tous les secteurs d’activité, des plus traditionnels aux plus innovants, deux types d’entreprises coexistent : celles qui adoptent, adaptent et cherchent à améliorer un modèle économique préexistant et celles qui dès leur création ou à l’occasion d’une évolution majeure, innovent en créant un nouveau modèle de développement. C’est dans ce cadre que la société NABAT CHAOUIA, filiale dans la Morabit Holding (Groupe BODOR), lance sa nouvelle station de conditionnement et d’export relative aux fruits et légumes située au niveau de la région d’Azemmour. D’une part, une nouvelle gamme avec une panoplie de produits sont proposés par notre société NABAT CHAOUIA notamment les pommes de terre, haricots verts, Courgettes, tomates et oignons afin de satisfaire et de répondre au mieux aux besoins de nos clients à l’échelon national et international. Dans ce contexte, NABAT CHAOUIA n’a pas hésité à participer aux salons internationaux (Dubaï (WOP) et Berlin (Fruits Logistica)) en 2015 pour la promotion de sa nouvelle activité. D’autre part, ce projet ambitieux vise à valoriser les productions des différentes régions en participant à la signature de nouvelles conventions et de partenariats avec les agriculteurs dans le cadre d’une agrégation.

Agriculture du Maghreb / Fruit Logistica 2016

To meet the requirements of European trade, the Moroccan export companies have in recent years made great efforts to comply with European standards in terms of quality assurance and regulations on maximum residue levels. A central watchdog role for Moroccan exports is played by the Etablissement Autonome de Contrôle et de Coordination des Exportations. To assure compliance of export products with the legal regulations in the EU, the

Informations supplémentaires : Marché Cible : Afrique, U.E, Pays de Golf et Russie, USA. La station est propriétaire de 30Ha de terre agricole entièrement équipée. Pour tout partenariat veuillez contactez M. Ahmed MAJIDI, DGA NABAT CHAOUIA. Tél : +212 (0) 660-100-977 E-mail : a.majidi@nabatchaouia.com Site-web : www.nabatchaouia.com

EACCE has made it mandatory in all packing stations to maintain registers for all phytosanitary measures, to have a monitoring plan and to carry out residue analysis. Independent laboratories verify the results. A major player in the marketing of Moroccan fruit and vegetables is the multimodal platform of the International Market of St. Charles in Perpignan, located directly on the Spanish-French border. In addition to the residue investigations already performed in Morocco, all Moroccan products are subject to a further inspection of incoming goods within the scope of “Démarche Qualité Saint Charles’’.

Economic and social weight In Morocco, tomatoes are among the main fresh agri-food products intended for exports and play a significant socio-economic role. Therefore, the

exports of this branch exceed the amount of MAD 3.3 billion. At the social level, the growing of tomatoes intended for exports generates an average of nearly 9 million working days per year both at the level of production

and packaging and transformation. Tomatoes’ branch in Morocco presents many structural advantages including, mainly, a recognized experience, a favorable climate and

Agriculture du Maghreb / Fruit Logistica 2016

Notre ambition au Maroc : un service complet (Douane, Transport, Entreposage)

100 camions et remorques réfrigérées. 11 000 m2 d’entrepôts frigorifiques avec contrôle hygrométrique, un système informatisé de gestion et d’exploitation. Pour se rapprocher des sites de production en matière de fruits et légumes, le Groupe GUANTER-RODRIGUEZ a implanté des filiales au Maroc avec des bureaux à Tanger et Agadir. Le savoir-faire et la rigueur permettent au Groupe GUANTER-RODRIGUEZ de proposer un service complet, en tenant compte des besoins spécifiques de chaque client.

an internal market which allows absorbing the differences between production and exports. Moreover, this branch benefits from particular competitive advantages. These include, mainly, a good control of the production which highlights the Moroccan know-how in this field, an important skill through an effective follow-up, a quality management system, the qualification of large farms, vertical integration between large greenhouses and big exporters, as well as the possibility of growing for a long period of the year in the south of the country. However, and despite these remarkable advantages for Morocco, this branch faces some constraints that limit its development in exports. These constraints may be summed up in the existence of hot wind (called Chergui) waves which may delay maturity and, therefore, impede trade commitments and lead to high costs of inputs (plastics and cardboards, for the majority imported to Morocco, are more expensive than in Europe), dilapidation of a part of the greenhouses park and the monthly paid quotas which limit zero duty exports to Europe. In fact, one of the constraints that penalize Moroccan exports of tomatoes lies in entry quotas and prices imposed thereon to enter the European Union market during the period of October-May. Outside this period, between June and August, these exports are also braked in this market by the application of prohibitive tariff protection which makes Moroccan tomatoes less competitive. From another perspective, logistics constitute another handicap for the Moroccan exporters of fruits and vegetables in general because of the high costs which may represent in average 30% of the cost price of the exported products. In this respect, Moroccan exporters find themselves in unfavorable situation compared to their Spanish and Turkish rivals mainly because of the expensiveness of the international road transport in Morocco.

Exports’ Performance and competitiveness

PERPIGNAN

Tél.: (33) 4 68 85 61 30 Fax : (33) 4 68 85 61 28

TANGER

Tél.: 212 (0) 5 39 34 08 05 Fax : 212 (0) 5 39 34 08 06

AGADIR

Tél.: 212 (0) 6 61 16 46 53 Fax : 212 (0) 5 28 23 85 58

Mexico and Netherlands are the first exporters in tomatoes international market, followed by Spain with. Morocco occupies the fourth position at the world level, overtaking Turkey. The analysis of the Moroccan tomatoes exports per country shows that they are mainly intended for France (79% of the total). Russia, Spain and the United Kingdom hold respectively 7%, 4.3% and 3.5% of the Moroccan total exports of this product. On the other hand, our country is quasi-absent from the American

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market which imposes extreme phytosanitary constraints on tomatoes. Concerning the Moroccan tomatoes exports to the German market (second world importer of this product), these deserve to be more consolidated. It has access to it mainly via Saint Charles platform in France. Moreover, the strong know-how of Morocco in the production of tomatoes allowed it to hold the highest comparative advantages compared to the rival countries. Tomatoes’ branch is granted a particular attention in the framework of the program-contract entered into by the Government and the branch’s representatives. The action plan of implementing this program-contract is, particularly, about: - Expanding the areas under greenhouses and those of open filed. - Equipping most farms with drip irrigation system. - Developing the aggregation - Increasing the packaging capacity by upgrading the existing units

and creating new ones with the aim of adapting our products with the development of foreign markets’ requirements. The action plan is also about the consolidation of the organization of the branch by implementing a trade organization bringing together all the parties intervening in the branch, reinforcing applied research by, particularly, developing the activities of the technologies transfer center of Souss-Massa, as well as promoting exports by diversifying products based on the changing requirements of consumers (certification, follow-up...). Since the implementation of the Moroccan Green Plan actions in 2008, particularly those related to supporting the inputs (farms equipment, water-saving irrigation...), the development of the performances of the Moroccan tomatoes branch production shows an improvement at the level of produced volumes per cultivated hectare.

Located in the south of Morocco at 50 km from Agadir, Beleco is specialized in the farming and the exportation of fresh, dried organic aromatic herbs. Plantawalle is the company expert for herbs, that helps us with the farm concepts, tests and herb supervision. In order to enhance the Beleco’s efficiency and to help local farmers find their way into the organic production,Beleco judged necessary to get into a developing program with the german federal ministry for economic cooperation( BMZ) and SEQUA. Wide range of products : Chives, Dill, Chervil, Tarragon, Calendula, Coriander, Lemongrass, Lavender, spearmint, Melissa, Oregano, Marjoram, Parsley, Rosemary, Sage, Thyme. -Healthy growing herbs -Local partnership -Creating value in the region -Enhancing Organic production Mustapha Danouane Tel. 00212 668813856 E-Mail: mustapha@belecomaroc.com Nadiya TANDINA Commercial coordinator - nadiya@legrosbio.com +212 6 75 65 65 14 - +212 5 28 23 80 47

Eva Maria Walle Herbs and spices Expert emwalle@plantawalle.org +49 176 616 464 25 +49 7771 91 81 3 61

Agriculture du Maghreb / Fruit Logistica 2016

AGRI-SOUSS GROUP

In southern Morocco on the sea-side AGRI-SOUSS

Immeuble Najah Cité Najah B.P.798 - 80 000 Agadir - Maroc E-mail: agrisouss@menara.ma - Tél: +212 (0) 5 28 22 67 60 Fax: +212 (0) 5 28 22 32 42 / 22 63 80 - Site Web: www.agrisouss.ma

Agriculture du Maghreb / Fruit Logistica 2016

160 producers at your service Cooperative M’BROUKA

Cooperative ATLAS

Z.I. Tassila, route de Marrakech, BP. 278, Agadir. Tel. +212 5 28 83 32 11 Fax. +212 5 28 83 46 16 E-mail : mbrouka@menara.ma

Cooperative SOFIA-SUD

Z.I, Lot 626 B, route de Biougra, Aït Melloul, Agadir. Tel. +212 5 28 24 83 99 Fax. +212 5 28 24 72 56 E-mail : catlas@menara.ma

Km. 42 Route de Taroudant, Ouled Teïma, Taroudant. Tel. +212 5 28 52 68 97 Fax. +212 5 28 52 61 94 E-mail : sofiasud@menara.ma

Sté PRIMA-SOUSS

Z.I. Km.1, route de Biougra, Aït Melloul, Agadir. Tel. +212 5 28 24 13 91 Fax. +212 5 28 24 16 56 E-mail : primasouss@menara.ma

Cooperative COMAPRIM

Sté SOFPRIM

Z.I, Lot 604 B, BP. 546 Admine, Aït Melloul, Agadir Tel. +212 5 28 24 15 93 Fax. +212 5 28 24 15 95 E-mail : sofprim@iam.net.ma

Cooperative TOUBKAL Z.I, Aït Melloul, Agadir. Tel. +212 5 28 24 15 38 Fax. +212 5 28 24 33 87 E-mail : amcas@menara.ma

Sté DARDOUR-PRIMEUR

Tin Mansour, C.R Inchaden, Agadir. Tel. +212 5 28 30 31 01 Fax. +212 5 28 30 31 00 E-mail : comaprim@menara.ma

Aït Melloul. Tel. +212 5 28 30 88 17 Fax. +212 5 28 24 39 89 E-mail : dardourprimeurs@menara.ma

Cooperative ADRAR

Coopérative COFIMA

C.R Temsia, Aït Melloul. Tel. +212 5 28 31 92 15 Fax. +212 5 28 31 95 21 E-mail adrar@copadrar.ma

Douar Ben Cheikh, Temsia Tél.: +212 5 28 31 90 09 Fax : +212 5 28 31 90 19 Email : cofima2007@yahoo.fr

Agriculture du Maghreb / Fruit Logistica 2016

Interview

Aiming for Excellence Interview with Taquie-dine Cherradi El Fadili, CEO of Lymouna-Matysha Group Agriculture du Maghreb: What are the actions undertaken by your Group to promote the quality of Moroccan products meant for export?

Taquie-dine Cherradi El Fadili: Morocco enjoys worldwide recognized agricultural resources and the Morocco label stands out in many markets thanks to its quality, competitiveness and attractiveness. The future of the sector, which is increasingly privatized, is in the hands of producers who must deploy all efforts necessary to promote quality throughout the value chain and strengthen the Morocco label. With this in mind, the Lymouna-Matysha Group makes significant investment in qualified human resources and new technology. The Group’s strategy is based on sustained growth which is the driving force of development in any company. As part of this strategy, the Group engages each year plantation expansions and upgrades its skills and capacities. Thus, quality is at the heart of the Group’s concerns. Under globalization, we are required to meet quality standards to be competitive. We must aim for EXCELLENCE.

AdM: how did adding citrus and other products to your activity affect your business?

GLM: Through vegetables, the group

has built up its know-how and expertise which enabled it to develop its reputation in the European and Russian markets through its main brands Chérie, Querida and Liebling. And in order to strengthen this position and offer to our partners a new range of products, the Group expanded its business by including citrus. The same management model of Matysha, which is based on continuous improvement throughout the value chain, will be adopted for Lymouna and good agricultural practices will be consolidated for optimal efficiency. Furthermore, the vision of the group is part of a business diversification strategy. Thus, transformation activity development will be our next step. The Group also works on valuing its products in the local market.

AdM: Are sales platforms abroad necessary for your marketing policy?

GLM: Our sales platform Matysha based in Saint Charles, France, enabled the Group to strengthen its partnerships. Our marketing policy rests on proximity to our partners to best meet their expectations. In this sense, the Group intends to develop other platforms around the world, notably in Russia and South Africa. To meet our customers’ growing demand, out export volumes are in constant growth. From 65,000 tonnes cur-

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rently, we plan to reach 100,000 tonnes in the next three years.

AdM: What is the secret behind your group’s success story?

GLM: The success of any company relies on the human factor. Hiring a good team and ensuring its professional development is the responsibility of any company. Our business culture is built on these factors. Valuing skills is the cornerstone of our policy. Also, the Group, aware of the technological changes in production and packing systems, is increasingly engaged along with its partners in research and development both in the field of new varieties or packing stations performance development.

Agriculture du Maghreb / Fruit Logistica 2016

Morocco

A long tradition in citrus fruit growing Morocco has a long tradition in producing a wide range of different citrus varieties. Citrus fruits landed on Moroccan soil in the 7th century. The mild climate was ideal for growing this type of fruit. But the real development of the citrus industry goes back to the beginning of last century, when French growers created large orchards. Today, Morocco grows over a dozen varieties produced in different regions of the kingdom.

otal Moroccoâ&#x20AC;&#x2122;s citrus production is estimated at 2 million tons, including oranges, easy peelers and other citrus of which 34% are intended for exports. The rest of the production (66%) is intended for fresh consumption at the level of the interior market and to transformation (juice). Total planted area for citrus in 2015 was estimated by the Ministry of Agriculture at 118,000 ha. There are several different citrus production areas in Morocco, following the climate, geographical situation and water availability. The most important ones are the Souss Valley, around the city of Agadir, the Gharb, located in the north of the capital Rabat, the Moulouya Valley, near the Algerian border, Tadla, near the high Atlas Mountains, as well as the Haouz region, near Marrakech and Loukkos. Souss Valley is, however, by far the most important citrus production area in the country. The region accounts for nearly 40% of Moroccoâ&#x20AC;&#x2122;s citrus production, and about 60% of its total citrus exports. This is equally the first region where modern techniques and technologies for citrus production and handling have been implemented. Citrus branch constitutes the main source of income for 13.000 citrus producers. This branch allows to provide, directly or indirectly, a total of 21 million working

days per year (i.e. nearly 90.000 permanent jobs) and revenues in exports that reache more than MAD 3 billion. It should be noted that most citrus orchards are equipped with a micro-irrigation system. Citrus branch presents many advantages as it, mainly, benefits from important investment incentives and has great hidden opportunities which are, in particular, the existence of free exchange agreements, possibilities for market diversification, as well as a full expansion of the interior market. Even if significant efforts have been made to achieve a sustained development for the production and exports of citrus within the framework of MGP, this branch is impeded by, among others, aging orchards in some regions, weak supervision of small and medium producers, weak efficiency of the use of irrigation water, particularly in the Gharb, increasing scarcity of water resources mainly if Souss, as well as the increase of production factorsâ&#x20AC;&#x2122; costs, particularly energy and phytosanitary products. The range of citrus varieties grown in Morocco inclues oranges, small fruits such as clementines and mandarines, lemons and grapefruits, both from conventional and organic production. Some of the most renowned varieties are: Nour, Nadorcott, Ortanique, Salustiana and Maroc late. The packaging of citrus is carried out in 50 packaging stations, of which 22 are in Souss region and 28 in the regions

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of the center and in the Eastern region. An important effort has been made in packing infrastructures, with a large number of facilities which adopted the quality management and certification systems required by European importers and supermarket chains.

Main markets

Spain, with nearly 30% of the world exports of citrus, dominates the world market, followed by the USA and China. Morocco is in the eighth position, with 4% of the world exports. Morocco exports to 30 different countries, mainly Russia (38%) and the European Union (37%), followed by the US market and Canada (21%), as well as the Gulf region (2.5%) and others (1.5%).

Development of the branch

The development of the branch of citrus is one of the main objectives of the Moroccan Green Plan. One of the goals of the plan is to increase citrus production to 2.9 million t by 2018 and boost exports to 1.3 million t. This will allow a currency ratio of MAD 8 billion/year. For this purpose, it is provided for increasing areas with a concentration on 5 sites devoted to citrus (Souss, Haouz, Gharb, the Eastern region and Tadla). Similarly, it is provided for generalizing the use of modern irrigation techniques, renew the aging orchards, as well as massively increase the volumes treated by the packaging stations.

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MOROCCO’S CITRUS Constantly Evolving Sector

Since the 2012/2013 season, Morocco’s citrus production reached 2 million tonnes while it ranged from 1.2 to 1.4 million tonnes per year since the 1980s. And with thousands of hectares recently planted as part of Morocco’s Green Plan, production is expected to further increase in the coming years. This plan seeks to reach 3 million tonnes by 2020, including around one million tonnes for export. In addition to this quantitative increase, a qualitative development was also achieved in terms of varietal profile, rootstocks and definition criteria of the quality of ripe fruits with respect to target countries. In addition, significant changes in living conditions in some target countries had a clear influence on consumers’ requirements which become more stringent for producers and exporters.

orocco’s citrus industry is dynamic and quality criteria are governed by the season data and characteristics and, particularly, by the supply / demand relationship (quantity and quality). The taste of fruits comes before its appearance

although size continues to be an important commercial criterion for clementines and mandarins. This finding is not limited to Morocco but concerns other countries that have been forced to review their defining parameters of the minimum quality level required for citrus fruits marketing.

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These improvements have been achieved due to changes in consumer’s behaviour vis-à-vis citrus fruits and the appearance on the market of a range of new varieties besides the use of a diverse collection of rootstocks that influenced accumulation and degradation of fruits internal components (water

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of the southern hemisphere which produce the same varieties but off-season, which allows to fill the gap between the end of the season of one group (such as easy peelers) and the beginning of its next season.

Internal Quality

Linking quality only to external appearance (colour, absence of marbling or damage, size required...) and sugar-acidity ratio values is out of date. Today, quality is focused on taste, flavour, absence of pesticide residues and seeds... These are the criteria that encourage consumers to buy citrus fruits over and over again.

Major Markets

From orchard to plate, nothing is left to chance.

content, acids, sugar, pigments, flavours …) which determine the fruit’s final taste. During the last two decades, Morocco’s citrus industry has undergone several mutations.

Varietal Choice

With the introduction of new varieties of mandarins, navels and several types of clementines, the days of the so-called three “nobles” (Clementine Cadoux, Washington navel and Late Moroccan orange which cover the exporting period from mid-October to mid-June) have come to an end. This change was due to pressure from consuming markets and competition from other countries whether of the northern hemisphere which produce and export the same varieties as Morocco in the same period of year or 22

The dominance of exports to Western Europe (over 70% of citrus exports until the late 1980s) is history. In the last years, exports trends were in favour of Russia. This craze in this market was attributed mainly to the improvement of living conditions in this country where importers have become even more demanding than their Western European counterparts (in terms of phytosanitary control and follow-up in orchards and packing stations). North America, particularly Canada and eastern USA is also a big consumer market. Provided products meet quality criteria defined by these markets and arrive in good condition. Some African countries are starting to import Morocco’s citrus and the African market could have great potential for the Kingdom as living conditions in these countries have improved over the past recent years.

Requirements Changes

The production of clementines has shifted from a two-month period (November and December) with limited varieties, particularly “Cadoux” (thin-skinned and small size) to a three-month period (from late September to late January) with a dozens of clementines varieties each with its specificities in terms

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of quality and period of production. Concerning the consumption of fresh citrus fruits, consumers demand juicy fruit with good flavour, no seeds, easy to peel and in appropriate size (according to the variety of the fruit) all along the year. The appearance of these clementines selections allowed to meet increasingly severe requirements with higher levels of quality in order to ensure a good level of palatability of fruits of Moroccan origin.

Development of exports profile The dominance of oranges in the varietal profile and therefore in production volumes is no longer substantial as they represent currently around 50% of production while the other 50% is composed of small fruits (clementines, mandarins and mandarin hybrids). At the same time, exports are no longer dominated by oranges as its export volumes are very low because prices in the local market are often at least equivalent to those in export markets, besides abundance of traditional producing countries such as Spain or new competitors like Egypt or Turkey which produce and export to the same markets as Morocco.

Importance of Research For its sustainability, Morocco’s citrus sector, which was until very recently the locomotive for Morocco’s agricultural exports, is required notably to develop an integrated research-development and training system and encourage professionals to adhere to this system. Morocco is well positioned to do so, as the Kingdom has the gray matter required for it.

* Palatability: having a pleasant or agreeable taste

Domaine ELBOURA export citrus fruit under various brands:

We grow, pack and export citrus fruit ecologically. We guarantee a full and genuine traceability. We always honour our commitments to the customer, employees and environment. ELBOURAâ&#x20AC;&#x2122;s produce is in perfect condition. Freshness, extended shelf life, traceability and commitment are keys. Domaine ELBOURA is UNIQUE and we welcome the opportunity to place our high quality fruit into the hands of most discerning importers for the benefit of the consumer.

Certification:

SA 8000, IFS, ISO 22000, GLOBAL GAP (EUREP GAP), Field to Fork, BRC, IMANOR NM 00.5.601 and ISO 14001 Address: P.O. Box 259 Taroudant, 83000, Morocco Phone : (+212) 5 28 85 24 43 / Fax : (+212) 5 28 85 23 06 Email : elboura@elboura.com / elboura@menara.ma / domainelboura@gmail.com

Website: www.elboura.com

Agriculture du Maghreb / Fruit Logistica 2016

Citrus

Clementines and mandarins True ambassadors of Moroccoâ&#x20AC;&#x2122;s rich culture For decades, citrus from Morocco have been renowned to be among the best in the world. In order to preserve this strong notoriety and to keep offering high quality products, many actions have been done to make continuous improvement. Favourable climate conditions and good quality soil are not the only requirements for a good colour and taste. Rigour is also required at all stages of production, packaging and delivery.

ccording to forecasts in MY 2015/16, tangerine and mandarin production is expected to increase by 5% to reach 1,055,241 MT on a planted area of 62,181 hectares. Orange production should increase by 5 % compared to last year, reaching 918,120 MT / 55,804 hectares while lemon and lime production is expected to grow by 8% to reach 35,500 MT / 3,750 hectares. This growth

is attributed to citrus orchards rejuvenation, better irrigation and evolving harvested areas. The rise in exports is mostly due to high demand from the Russian market, as tensions mount between Moscow and Ankara. Moroccoâ&#x20AC;&#x2122;s citrus industry is planning to continue its strong focus on the Russian market this season, but warns coordination will be needed to avoid low prices. The tangerine/mandarin planted area in Morocco has grown steadily since the 2007/08 MY by

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40.6 % from 40,292 hectares to 62,181 hectares in 2015/16 MY. The overall tangerines/mandarins harvested area has grown significantly by 73 % from 29,417 hectares in the 2007/08 MY to 50,996 hectares in the 2015/16 MY. Tangerines/mandarins production is dominated by clementine-type varieties, such as Nules, Deverdis and Late clementine with Nova p ro j e c t e d t o increase by 41 % and Nadorcott by 19 %,

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due to new orchards coming on line. It should be noted that there is a wide range of varieties in Morocco, several of which are new hybrid varieties, such as Nadorcott (Afourer) and Nova that are gaining popularity compared to local varieties. These varieties have the advantages of being a higher quality and harvested later which extends the marketing season to February and thus increases their availability to the export markets.

Moroccan clementines in Montreal Moroccan clementines caught the attention of the public in Montreal’s town centre in January. Hundreds of orange snowmen wore “clementinesmaroc” scarves inviting the public to take part in a competition online to win a trip to Morocco. The “Taste the Sun” campaign aims to promote Moroccan clementines and reminds consumers in Montreal that the fruits can be enjoyed from November to February and that 3 varieties exist (Nour and Fine clementines and Nadorcott mandarins). Fine clementines have a rounded shape, are very orange, have one of the finest skins and are seedless. Nour clementines have a coarse skin that is easy to remove and protruding stalks. The juice is very sweet with low acidity. Nadorcott mandarins have a flatter shape, fine skin and are very easy to peel.

Regions of production : Each region enjoys exceptional climate conditions that result in fruit with superior taste: - Souss Massa : Citrus fruit cultivated are Fine clementine, Nour clementine, Nadorcott mandarin - Orientale : Fine clementine - Tadla : Fine clementine, Nour clementine, Nadorcott mandarin - Gharb : Fine clementine, Nour clementine, Nadorcott mandarin - Haouz : Fine clementine Fine, Nour clementine Nour, Nadorcott mandarin

Consumption In the MY 2015/16 domestic consumption of tangerines/mandarins in Morocco will increase by 2.7 percent to 675,000MT compared to previous season. The high quality, desirable taste, and low prices compared to the other fruits have made tangerines/mandarins the favorite fruit consumed by Moroccans. Per capita annual consumption is estimated at 11 kg.

Trade Tangerines/Mandarins main exported varieties are : Clémentine, Nour, Nadorcott, Ortanique, Nova, others… while the main markets are : Russia, Netherlands, Canada, United States, Sweden, France and United Kingdom, Senegal, Mauri-

tania and Other countries. Exports to the United States (mostly Clementine varieties) totaled 45,226 MT in MY 2014/15 about 10.8 percent higher than exports from the MY 2013/14, about 47 percent of these exports consisted of Clementine, 29 percent Nadorcott, and 21 percent for Nour. According to forecasts the Morocco 2015/16 MY exports of tangerines/mandarins will increase by 10 percent for MY 2015/16 to reach around 380,820 MT. The increase in exports is explained by Russian increased demand as tensions mount between Moscow and Ankara.

Throughout the world, today, the black diamond-shaped maroc label is the standard, guaranteeing the origin and quality of the products that bear its seal.

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Citrus

Clementines of Berkane

Rays of Sunshine in Winter

Sheltered by highlands with a relatively mild coast Mediterranean climate and high quality soil, the vast plains of the region of Berkane offer huge opportunities for citrus production. In this extraordinary terroir, clementines of Berkane, brought to the region in the 1940s, showed some unique organoleptic properties that gave them their national and international reputation. In fact, clementines of Berkane obtained the PGI label (Protected Geographical Indication) in recognition of their highly appreciated taste qualities.

lementines of Berkane are undoubtedly one of the best varieties of the Moroccan orchard. Easily recognizable, thanks to their unique color, juici-

ness, exquisite sweet flavor and seedlessness, Clementines of Berkane have everything it takes to consolidate the 30

Morocco label and meet a growing demand. Their reputation makes them highly demanded in the international market (Russia, Europe, USA, Canada), due to their good image in customers’ minds and their low grade-outs rate. One of the main strengths of the region of Berkane is proximity to European markets, notably through the port of the city of Nador. Another asset is traceability, thanks to the Protected

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Geographical Indication label (PGI Berkane clementine) which guarantees the link of the product to its territory throughout production, harvesting and packaging. It ensures the excellent quality of the product whose stages of production take place in the famous region of Berkane. Derived solely from “Clementine Fine de Berkane” and “Nour”, the fruits must be seedless, of orange to red-orange color and

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Citrus non-adherent skin. It is worth recalling that the IGP label was established with the main following objectives: • fighting against unfair competition and protect products against misuse. • providing customers with information about the origin and the quality of products • preserving and promoting national and regional heritage through better knowledge of the terroir and the know-how of the producers. As a matter of fact, operators consider the PGI label as an asset to reconquer the European market with a focus on those of high-end products demand. They are also aware of the need to extend the collective approach to marketing and develop the marketing strategy of the region’s flagship product.

significant quality improvement. Moreover, professionals will establish an inter-professional citrus research and development center aimed at improve transfer of technological knowledge and innovation with regional branches. The center will carry out research programs addressing producer’s major concerns, particularly in terms of varietal behavior, rootstocks, orchards management and production factors rationalization. Harvested between early October and early January, clementines of Berkane are processed in 16 packing stations with a total capacity of 105,000 t/ year. Almost all of these stations are equipped with refrigeration units and designed primarily for degreening and

storage. To meet all HACCP quality requirements in packing stations, considerable efforts have been deployed to modernize facilities and upgrade infrastructure. Most of these stations also achieved several certifications that allow them to export to the most demanding international markets. As far as employment is concerned, clementines play an important socioeconomic role. As a matter of fact, orchards provide some 1.6 million workdays, while packing stations ensure about 400,000. As for annual gross revenues, they can easily reach more than 550 million DH, contributing in foreign currency inflow and creating a real momentum in the region for agricultural inputs and products marketing.

Production and packaging

The annual citrus production in the region averages 220,000 tones, almost 60% of which are seedless clementines. Production and quality are in constant progress, thanks to the modernization of farming techniques, the know-how of farmers and the rejuvenation of the orchards. On the technical level, producers are provided with guidance by engineers and technicians who advise farmers on good practices in citrus cultivation which optimizes orchards performance. In this context, it should be noted that exporters have established strict quality control policies and imposed drastic compliance with export standards on farmers, which resulted in

ased in the region of Berkane in northeastern Morocco, Kantari Group (GKB) is one of the leaders in the field of fruit and vegetables export. Created 50 years ago, the Group now has 4,600 hectares of orchards and10 packing stations and accounts for over 80% of citrus fruits exports in the region. Since its establishment, the Kantari Group mobilizes all necessary resources to ensure high quality products for costumers. Thus, all operations of the Group meet Good Agricultural Practices standards (GLOBALGAP) and its packing stations are HACCP and / or BRC certified. Moreover, the Group has set up control systems certified by external bodies in order to guarantee the quality and safety of its products. It is worth noting in this regard that the Group received numerous national and international awards for its quality policy. Recently, the Group has undertaken a products diversification policy to ensure to its customers a wide range of fruits and vegetables and guarantee regular supply. The main export markets of the group are: the EU, Russia, Canada, the USA, the Middle East, Scandinavia and Africa. In these markets, the Group’s clementines are marketed under various recognized brands, including: Berkane Premium, Berkane Kids, La Perle de Berkane, Fresh, Gold, Latchyna, Sol, Victoria, Gloria Kids, Kelma Kids. Kantari Group chairs the Berkane climentine Protected Geographical Indication Association.

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Berries One of Morocco’s agriculture most dynamic sectors

n Morocco, the sector of red fruits which rests on three main species (strawberries, raspberries and blueberries) represents an area of excellence in the Gharb and Loukkos regions which account for around 90% of national red fruit production. The considerable development of this sector is attributed to several key assets of this region, namely, proximity to Europe, good quality soils, favourable climate conditions, skilful workforce, mastery of production, packing, preservation and techniques, production offshoring by some European companies to Morocco and State investment incentives. It is worth recalling that the development of this sector started in the 1950s when strawberries were first brought to Morocco followed by a major expansion in the late 1980s in the Gharb and Loukkos regions. And since 2000 which was marked by a global growing demand, Morocco diversified its national red fruit production to blueberries and raspberries. Today, the red fruit sector in the region generates over 1.5 billion DH turnover and over 4.5 million days of work throughout the value chain which contributes to job creation in the rural areas. This sector also contributes to the development of farm-related activities, the

economic benefits of which are noticeable on the region.

Strawberries

In Morocco, strawberries’ farming has considerably developed in the early 1990s. Acreage has significantly grown from 750 hectares with 31,000 tonnes of production in 1995 to 3,500 ha and an average annual production of 140,000 tonnes in the recent years in nearly 600 farms. Two thirds of this production is exported, including 20% of fresh production from November to March and 45% of frozen production from April to July while the remaining two thirds goes to the local market. On the technical level, strawberries farming has witnessed remarkable development over the past 20 years in Morocco. From an open field system, it went to small tunnel covers and then to greenhouses (for large producers) along with technical improvements throughout the production process, from planting to harvest through fertilization, irrigation and integrated pest management. Farming systems applied to strawberries changed from an extensive but little productive model to a highly productive intensive one, reflected by the average production per hectare which increased in 20 years time from 17 to 45 tonnes / ha. It should also be

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stressed that the distinguished dynamism of producers in the region in terms of traceability certification. Indeed, almost all Morocco’s red fruit exports are EurepGAP certified and the majority of packing stations and freezing units are HACCP certified. These facilities meet the technical standards of the most demanding markets such as the European or American ones. It is worth noting that the attraction of this sector resulted in the settlement of some European companies in particular which contributed substantially to its development through the use of the most advanced techniques. Moreover, this key sector ensures the transfer of technology to other farming sectors, notably drip irrigation which is now largely used by producers of vegetables, watermelon, industrial tomato, melon ... Moreover, strawberries significantly promoted women’s access to employment. Women now represent 100% of the workforce in harvesting and in packing stations (unemployment basically eliminated in the region). Concerning marketing, strawberries have three main commercial channels: fresh strawberries meant for export, fresh strawberries destined for the local market and frozen strawberries. The local market is supplied through mediators who

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purchase directly from farmers or from packing units.

Production Diversification

Professionals have long felt the need to diversify red fruit varieties meant for export. In this regard, they opted for new varieties with better performance, especially in terms of precocity, organoleptic qualities and conservation. In general, savvy producers opt for a combination of several varieties in order to cover the whole cycle and better meet the requirements of markets (precocity, fresh, frozen). Producers are particularly open to varieties with high tasting value to meet the growing market demand. Generally, the varieties opted for are the same as in the Huelva (Spain), but with different proportions. Each variety requires adequate treatment to fully manifest its genetic potential. Therefore, farmers must master appropriate techniques, mainly in terms of fertilization (programmes differ from one variety to another) in order to balance productivity, production regularity and quality of the fruit throughout the season. It is worth mentioning that professionals are examining the establishment of a research centre in the Larache region meant to carry out tests on the different existing varieties to determine the most suit36

able ones to the local production conditions and to the local markets and help seize opportunities of exporting fresh red fruit in April and May. The ideal variety of strawberries for Morocco should have the following characteristics: - Precocity: entry into production the first week of December - Productivity: high (over 900 g / plant) - Form of fruits: conical - Colour: Red both inside and outside - Taste (minimum rate of 8) - Solid fruit allowing long shelflife and cuts for frozen - Tolerance to pests and diseases

Other red fruits

In addition to strawberries production diversification which resulted in the extension of export period and access to additional markets, some producers explored other means of diversification by introducing new very high value added fruit species highly demanded in European markets: small red fruits, especially raspberries and blueberries. Morocco enjoys a comparative advantage when it comes to the production of berries / small red winter fruits destined for EU markets, thanks to its geographical location, its favourable agricultural and climatic conditions and its qualified

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workforce. On the economic level, the introduction of new species of berries in strawberries producing regions has given a boost to the sector in the sense that it enabled producers to diversify their offer in the European market. Europe cannot meet its own needs of berries during winter and part of spring. Though several European countries are producers of berries, their production reach the market only from June to July. During the rest of the year, supply is ensured from Chile, Mexico and more recently Spain. Thus, Morocco can easily have access to the European market even in the presence of these countries because the Kingdomâ&#x20AC;&#x2122;s proximity to Europe gives it a considerable advantage compared to the South American countries unfavourable because of exorbitant air transport costs. Morocco is able to compete with Spain. In fact, Spanish companies themselves are settling in Morocco for the same reasons. The Kingdom is already one of the main EU suppliers of fresh strawberries. The same importers and marketing agents of strawberries in the EU are in charge of marketing raspberries, blackberries and blueberries. As a matter of fact, raspberries exports grew 4 fold from 949 tonnes in 2008 to 3,974 tonnes 2014. As for blueberries exports, they were multiplied by 28 from 139 tonnes

to 3.895 tonnes. The EU remains the first destination of Moroccan red fruits, with 95% of the exported volume. Spain leads with 35% of the volume, followed by France (33%) and the UK (20%). However, besides diversifying its offer, Morocco is working on diversifying markets in order to improve its exports and remedy to European market fluctuations.

Importance of greenhouses

The use of protective structures for production improves both productivity and quality. It allows to significantly prevent the risk of diseases that spread during wet and high humidity periods. Moreover, without the use of these structures, harvest would not be possible in rainy weather. The berries would therefore be too ripe which will reduce the quality of fruits meant for export. Berries production in greenhouses substantially reduces undesirable moisture rates in the soil caused by heavy rainfall minimizing therefore the risk of soil diseases.

Berries packing and freezing: Strawberries

development

re-

quired the establishment of packing infrastructures in a region hosting some 15 packing and freezing units, with a fresh packing capacity per unit of 20 to 40 tonnes / day and a freezing capacity per unit of 20 to 50 tonnes / day. The main packing and freezing infrastructure of strawberries are based essentially in the Loukos region but regional production is also processed by freezing units in other regions. According to professionals, processing capacity of available units exceeds by far the potential of current production and existing infrastructure is largely underutilized. It should be noted that the same units can be used for

other red fruits either fresh or frozen.

Organization

The Moroccan sector of red fruit is managed by two associations: the Moroccan association of red fruit producers (AMPFR) and the Moroccan association of strawberries packer and exporters (AMCEF). Among the missions of these professional association is to contribute to the upgrading of agricultural businesses, disseminate market information, enhance technical and organizational capacities of agricultural businesses, train farmers and agribusiness professionals.

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Agadir fresh tomato sector Morocco’s flagship of produce exports The history and the long development process of the tomato sector in Morocco have been consistently and closely linked to exports of this vegetable-fruit which represents Morocco’s flagship of produce. Today, 95% of Moroccan tomatoes are produced in the Souss-Massa-Draa area, the biggest vegetable producing region in Morocco. The rest of Moroccan tomatoes are produced in the Berkane and Dakhla regions. As for export, 100% of protected tomatoes come from the southern zone (Agadir-Dakhla).

urrently, the production of fresh tomatoes meant for export seems almost stable at around 6,000 ha of greenhouses, basically in the Souss region, but also near Dakhla where production is possible throughout the year, with a focus on cherry tomatoes of very high value added. Concerning farming, all professionals are unanimous: tomatoes production requires high technicality, notably on the levels of varietal choice, facilities and equipment, irrigation, fertilization and crop protection, not to mention human resources management .. .etc. 38

Success Factors

The success in tomatoes production and export in the Agadir region is attributed to a combination of factors, some of them are external, but others are related to producers’ and exporters’ efforts.

Production conditions of

The southern zone of Morocco enjoys very favourable conditions, which enables it to ensure high quality production in the best conditions: - Soil and climate conditions are very favourable: regular temperatures, longer periods of sunshine, - Land availability - Experienced producers and

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workforce, - Grouping traditions (farmer cooperatives, packing stations) - Receptive operators open for development, - Conditioning, storage and export infrastructure - Significant presence of engineers and technicians both in production structures and among input and equipment suppliers which contributes substantially to the promotion of technological development, - Better investment and financing capabilities

Production Techniques Development

Over the past 35 years, Morocco has witnessed remarkable developments in the field of vegetable production techniques, particularly greenhouse crops and tomatoes has been the leader in this regard. Thus, technicality has substantially developed at all levels of the production process.

Greenhouses

After abandoning tunnel-type greenhouses and the use of the Canarian-type for over 25 years, new types of greenhouses were brought to the region in order to improve control of climate conditions during production and lessen some problems encountered in Canarian-type greenhouses which were still widely used by producers in the region. These new greenhouses have also undergone many improvements for optimal usage.

Off-ground cultivation

The search for alternatives to methyl bromide in the fight against pests and soil diseases brought out many solutions such as solarization, biofumigation and other nematicides. This latter turned out to be of little protection to tomatoes. Today, growers are increasingly shifting to off-ground cultivation in order to address land related problems and further improve production quality. Currently, off-ground cultivation is becoming more interesting technically (better knowledge of substrates ...) and economically (fast return on investment). In addition, if duly carried out, off-ground cultivation has many other advantages on production such as quality, size and taste, water and fertilizers, lower gradeouts rate and longer production periods, â&#x20AC;Ś

Varietal choice

With the coming of greenhouses, growers were introduced to high performing hybrid varieties. More vigorous with a long resistance list (verticillium, fusarium, nematodes, leaf mold, etc.), hybrids allow higher yields especially as the production and export cycle is longer. As for producers, demand is on more efficient varieties (yield, quality, disease and stress resistance ...), with different expectations depending on producersâ&#x20AC;&#x2122; target markets.

Seedlings and plantation

Today and since many years, the use of natural plants has been significantly reduced and most producers opt for ready plants made by professional plant nurseries. This choice enables them to focus more on preparing greenhouses, particularly as plants are grafted which they cannot do by themselves (need for specialized units with specific infrastructure - controlled light, temperature and humidity ... - that only plant nurseries are able to ensure). This has re-

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sulted in professionalization of the plant production business and the Agadir region is a national champion in this field.

Irrigation and fertilization Today, we are witnessing a gener-

alization of drip irrigation and fertigation (injection of fertilizers, soil amendments, and other water-soluble products into an irrigation system). Some producers even begin to install closed circuits to recover surpluses for reuse. Moreover, soil analysis is gradually spreading to all regions

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which helped to achieve customized advice for each producer. Other improvements related to better knowledge of crop needs, features of specific varieties and production situations are also to mention in this regard. Hence, besides mineral fertilizers increasing use and control, other products,

unknown few years ago, are now part of producersâ&#x20AC;&#x2122; arsenal for instance: foliar fertilizers, biostimulants, root boosters, phosphite ions, mycorrhizae, etc.

Pollination

With the use of greenhouses, pollination, which happens naturally in open fields, seemed to cause problems due to the lack of air movement and of bees. Many means have been tested to provoke artificial pollination. However, the adopted solution was bumblebees which after a slow start rapidly developed to the extent of being used in 100% of greenhouses in few yearsâ&#x20AC;&#x2122; time.

Greenhouse Ventilation

Ventilation is vital to remove moisture, control temperature and allow exchange with the outside. It was ensured manually and represented one of the major difficulties for greenhouse farming. For the Canarian-type greenhouses, it was even more complicated with the introduction

of the greenhouse insect-proof netting in order to fight against whitefly. The modernization of greenhouses in Morocco resulted in better control of production parameters, through many tools such as heating, thermal screens, forced ventilation and temperature and humidity control.

Phytosanitary Treatment

Faced with changing security standards in importing countries, an important progress has been achieved in the field of phytosanitary treatment. However, management of many diseases is more difficult under drastic MRLs restrictions and certifications required by different markets. In this regard, producers are constantly innovating: grafting, solarization, composting, off-ground cultivation, fast IPM (integrated pest management) development...etc.

New technologies

Increasingly used by some growers,

these techniques are related to different operations: ventilation, irrigation, fertilizers and treatment products injection, for instance: - Computer-controlled management of greenhouse ventilation via measurement devices and programmes; - Irrigation management through instruments capable of accurately measuring the state of various parameters; - Climate and plant specific irrigation; - Fertigation management on the basis of precise knowledge of crop needs and fertilizer types; - Cultivation management facilitated since it is carried out from an office allowing managers to control, from their offices, all equipped units; - Another new technique related to energy saving: use of solar energy;

Marketing Quality pays off!

Quality of Moroccoâ&#x20AC;&#x2122;s exports is no longer a matter of debate. Moroccan tomatoes as well as the other products are known

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by their compliance, traceability and constant adaptation to market requirements. The many and various certifications adopted by Moroccan exporters translate Morocco’s high quality exports. Thanks to the improvement of production conditions, the best producers are those who benefit most from exports due to higher yields and better quality. In addition, shipments to distant markets such as Russia showed much success, both in terms of conservation, presentation, size, strength, etc.

Packing

Moroccan tomato exporters use the latest techniques in terms of fruit and vegetables quality preservation from harvest to market with the aim of ensuring the arrival of exported products to markets with the highest possible quality and in full respect of applicable laws and regulations. With its export potential, the Souss region had no choice but to meet packing requirements of importing markets, which resulted in the promotion of the Morocco label, thanks to continuing evolution of materials, size and dimensions, as well as manufacturing standards. It should also be noted that environmental impact is increasingly taken into consideration. Indeed, the issue of environment is becoming a major concern in target markets (recycling, footprint and carbon footprint) and Moroccan exporters are increasingly aware of it. Since first machinery of the 1980s, packing has remarkably developed as a result of the development of the requirements of exporters themselves affected by target markets’ needs: deadline, sophisticated sorting and food security constraints. 42

In 20 years’ time, fruit and vegetables packing and sorting methods have developed considerably. Manual and visual sorting in packing stations has gradually been replaced by more efficient and cost-effective new generations of electronic machinery.

Logistics

Morocco is the leading non-European supplier of off-season tomatoes to the European market. The Kingdom’s fresh tomato exports have witnessed a strong momentum over the past decade. Currently, two transportation channels are used by Moroccan exporters of fresh tomatoes: International road transport (TIR) and maritime container transport. Recently, exporters seem to opt increasingly to maritime shipment.

Future Challenges

Producers have yet to work on addressing several challenges: - Improving productivity and quality; - Meeting consumer’s concerns (even if they differ from one customer to another, besides their constantly change) while respecting environmental and health standards; - Anticipating or reacting cleverly to the requirements of importing countries by integrating appropriate solutions to meet eventual standards and requirements;

Agriculture du Maghreb / Fruit Logistica 2016

- Consolidating their position in traditional markets and working to conquer new ones; - Fighting efficiently against the enemies of tomatoes while minimizing as much as possible the use of pesticides. In this regard, IPM is encouraged and generalized along with the reduction of chemicals in order to preserve beneficial organisms and protect the health of workers, producers and consumers as well as the environment. - Favouring organic production of tomatoes (various segments), because of the enthusiasm it provokes among consumers; However, despite the high performance achieved by Moroccan exporters and producers in terms of production techniques, valorisation and marketing, there is no doubt that many challenges and difficulties are still to be overcome in the future: global economy fluctuations, increasingly drastic regulations (safety, traceability), competition, changes in consumption patterns ... Therefore, it is of paramount importance for this industry to continuously anticipate consumer expectations and develop the tools necessary to address these challenges.

Agriculture du Maghreb / Fruit Logistica 2016