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Virtual marketplace for Moroccan fruit and vegetable producers

Morocco’s proximity to Europe and production of fruits and vegetables, including counter-season produce, are big draws. Still, there is room for improvements. Improving quality, efficiency and marketing of Moroccan produce can open up new export opportunities. Morocco’s proximity to Europe makes it an ideal source for fresh produce, including counter-season fruits and vegetables like tomatoes, berries, cucumbers and peppers.

On 8 and 9 October 2020, around 25 Moroccan fruit and vegetable producers took part in the Fresh Market; a virtual marketplace bringing together producers, suppliers, big retail chains and importers of fresh fruits and vegetables from across the world.

Prior to the virtual marketplace, the producers had a chance to network with importers and potential clients from Poland, Russia, Belarus, Ukraine, the Czech Republic, Lithuania and Moldova during two days of tailored online business-to-business, or B2B, meetings.

They fall under a broader EBRD/FAO initiative with Morocco’s Ministry of Agriculture Fisheries, Rural Development, Water and Forests and Morocco FoodEx, the Ministry’s export control and promotion arm, to improve high value-added trade opportunities for Moroccan fruit and vegetable producers.

EBRD Middle East and North Africa’s Principal Banker for Agribusiness, Othman Tlemcani told fao.org these meet-ups are beneficial, as they allow ‘Moroccan exporters to continue making important face-to-face business contacts during COVID-19 – albeit safely, online – with people interested in sourcing their produce’.

“The exporters also come away with a better understanding of the demand and requirements in these markets, so they can make production adjustments and investments to become more competitive.” 


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