Moroccan company expands offer in Russia

 

Delassus Group is one of the important supplier of Cherry tomatoes. Delassus is the owner of the exclusive brand Marrakech®. Under the Marrakech® brand, it is offering to Russian supermarkets: clementines, mandarins, cherry tomatoes and juices. Moroccan grower-exporter Delassus celebrates 65 years of exportations. The firm, which started out as a 100ha-holding supplying clementines and vegetables to France, now farms over 3,000ha in different areas across the country, operates five packhouses, handles juice processing facilities, employs 4,500 people and annually exports around 50,000 tons of produce, mainly citrus, cherry tomatoes and juices.

 

“Competition is getting stiffer every year especially as Morocco is improving its production of clementines and tomatoes,” says Delassus Marketing Director, Fatiha Charrat. Other producing countries are experiencing the same developments. We must boost produce demand outside the EU. Citrus consumption outside the EU 15, for example, remains very low: EU: 5.4kg per capita per year; Eastern counties: 3.8 kg per capita. So there is still a lot to do.”

In 1960 Moroccan suppliers of citrus and the Russian market started under a clearing system. Clementines were traded for machinery or other Russian items. Since then, the Maroc® label became the top quality symbol for citrus. It is quite inconceivable for a Russian family not to have clementines during the Christmas season.

The consumption of this juicy and sweet fruit starts generally in October and lasts until April. The first easy peeler fruit to reach Russia is a group of different clones such as Sidi Aissa, Nules, Bruno, Oronules, Orogrande… In January, Morocco offers clementine Nour, then starting from February, Nadorcott Afourer takes the stage.

Morocco is also an important supplier of vegetables to Russia. Tomato is the main product, followed by pepper and courgette. In the last 5 years, cherry tomatoes and cocktail tomatoes have risen steadily in sales year after year.

Delassus Group will also continue to invest in its extensive tutoring program for employees’ children. Delassus launched its not-for-profit Sanady Foundation in 2006 with the aim of improving education within the local worker community. “ It is a real win-win relationship for the three parties: kids, employees and Delassus,” says Ms Charrat. “The program is a promise to kids and parents for a better life. Each year, more kids start the program. In 2006, 57 kids started the program. This year we have 4 000 kids. The need of the foundation is likely to grow each year.”