Almost two years ago, a fire destroyed Arbor Group's warehouse, but it couldn't destroy the company. After a lot of short-term scrambling and long-term plans that have come to fruition, the company now has one of the leading fresh produce packing and shipping facilities in Morocco. “The fire was a terrible thing,” recounted Arbor's Ghita Sakkat. “We had more than 100 people working at the warehouse that day, and it was very traumatic. But we had to remain positive and assure the workers that they still had their jobs while assuring customers that they would still get their deliveries.” The company's cardboard provider thought it was a joke when Ghita got on the phone the day after the fire to order boxes in which to ship out the next fruit orders. But the company was determined to keep moving ahead.
“For the next several days, we sent out workers in three teams to work remotely at each of our three orchards,” explained Ghita. “They packed and sent out shipments directly from the fields and kept things going.” After a rocky period, a new facility literally stands where the ashes of the old warehouse once settled. The new facility is better-suited to modern post-harvest techniques, and it features storage space that is completely climate and atmosphere controlled – one of the only ones in the country.
“In Morocco, apple production increases every year, yet we still have shortages after the harvest months because there is not enough adequate storage,” noted Ghita. “That's why we opted for a warehouse that is so technically advanced. We continually improve our growing and production techniques and practices, but those advances are diminished if we don't have good storage.”
Changing attitudes
The fire had the unintended effect of making change necessary. That change came at a fortunate time, since consumer tastes have been changing. There's a bigger emphasis on food safety and health standards, and having the capacity to deliver that kind of product has been advantageous for Arbor.
“A few years ago, it was unimaginable that one of our best selling products would be pre-packaged apples, because consumers in Morocco are so used to touching and handling the fruit before purchasing,” said Ghita. “But habits change, and people prefer the modern packaging. So we make sure to communicate our safety certifications and sanitary benefits on our packaging.
Bananas have always been popular, and a new ripening room gives Arbor the capacity to import green South American bananas, ripen them at home, and sell them throughout the year.
Future in Africa“A few years ago, it was unimaginable that one of our best selling products would be pre-packaged apples, because consumers in Morocco are so used to touching and handling the fruit before purchasing,” said Ghita. “But habits change, and people prefer the modern packaging. So we make sure to communicate our safety certifications and sanitary benefits on our packaging.
Bananas have always been popular, and a new ripening room gives Arbor the capacity to import green South American bananas, ripen them at home, and sell them throughout the year.
Markets in Africa are evolving such that buyers there are now asking for year-round availability of fresh produce staples. That offers opportunities to Moroccan shippers, which are well-situated in North Africa to readily access the rest of the continent.
“We can go to Dakar in Senegal in five days and we can reach the Ivory coast in seven days,” said Ghita. “Africans already know a lot about Moroccan produce, because of our citrus and vegetables, so we're now receiving a lot of demand for our apples because consumers there are now demanding a mix of products.” The Moroccan season also runs counter to the South African season, so Moroccan shippers can enter the market with their fruit when South African supplies begin to dwindle.
“African markets are now organizing themselves and there's much modern trade taking place,” said Ghita. “New supermarket chains are popping up and habits are changing, and in that place apples are becoming necessary.” Local production in many African countries doesn't extend to all of the items in the modern fresh produce basket, so those markets are receptive to foreign imports.
Back at home, Ghita noted that apples have already been a big staple in the Moroccan diet. It's customary to have a piece of fruit after a meal, and, in addition to bananas and oranges, apples are consumed daily.
“Galas, Goldens and Reds are very popular,” said Ghita. “The more colorful, juicy and sweeter the apple, the more it is appreciated in Morocco.” The domestic season begins in August and ramps up in September. Though harvesting is usually over by October, supplies from cold storage usually last through June.
For more information:
Ghita SAKKAT
Arbor group (Morocco)
Tel: (212) 522 35 49 22
Fax: (212) 522 35 72 71 / 522 66 25 80
Email: sakkat.g@arbor.ma
www.arbor.ma