The Gulf market is one of the most competitive in the fresh produce sector, with many major origins geographically close by, such as Egypt, India, Pakistan, and East African countries, in addition to other origins on three continents that regularly supply Gulf countries with fruit. Despite this complex configuration, a Moroccan company has undertaken the increasingly challenging task of specializing in fruit exports to Gulf countries.
The Gulf market is a rewarding destination for premium fruit
Moulay Mehdi Adlouni, CEO of Atlantic Gulf Company (AGCO), describes its operations: "We are a family-owned business founded in 1992, dedicated to supplying high-quality fresh fruit and vegetables in accordance with HACCP standards. Specializing in packaging and exporting to various markets, AGCO stands out for its focus on the Gulf market and its ongoing commitment to quality, food safety, and reliable service."
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The exporter explains the reasons that led AGCO to specialize in the Gulf market: "This is a strategic niche market for us, for several reasons. First, it is a region with strong purchasing power and sustained demand for high-end products. Second, although Gulf countries are starting to produce locally, they still rely heavily on imports for their fresh fruit and vegetable needs, which guarantees a steady global supply. It is also a highly dynamic market, thanks in particular to population growth, as well as the expansion of tourism, the restaurant sector, and modern distribution channels. Furthermore, trade relations between Morocco and the Gulf countries are strong, facilitating the development of long-term partnerships.
This demanding market is perfectly suited to our DNA as an exporter specializing in high-value-added products. Our strategy is therefore to strengthen our presence in this market through quality, responsiveness, and innovation," Adlouni continues.
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Lamia Adlouni, general manager, and Moulay Mehdi Adlouni, founder of AGCO
Difficult production conditions
AGCO ships most of its soft fruit to Gulf countries. This season, the company is facing climate challenges in Morocco. Adlouni says, "We were confronted with several difficult weather events at the start of the season, which caused a three- to four-week delay in fruit size development. Despite this, this season confirms the strength of the Moroccan soft fruit sector. Volumes remain close to last year's levels, despite some occasional declines due to climatic variations and a slight decrease in strawberry production areas. Despite these constraints, product quality remains exceptional, thanks to rigorous technical management and controlled varietal selection. The tireless efforts of growers are clearly strengthening Morocco's position, which in 2024 became the world's sixth largest exporter of red fruits, with a volume of 172,000 tons, 5% of which is destined for the Middle East."
Fierce competition complicates the season even further
The Egyptian strawberry season began a few weeks ago in the Gulf market, with prices significantly lower than last season due to a vast increase in acreage and volumes. Adlouni comments: "Competition is indeed very strong in the Gulf markets, which source their supplies from all continents. Egypt occupies a particularly important place in the strawberry market thanks to its large volumes, advantageous logistics times, and relatively low production costs. That said, Morocco has managed to position itself at the high end of the market thanks to consistent visual (size) and taste quality, strict food safety and traceability standards, controlled logistics with fast air shipments, and international certifications that are highly valued by Gulf distributors."
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"We don't just focus on volume, but also on reliability, freshness, and added value, which perfectly matches the expectations of this premium market," Adlouni summarizes his approach in the face of fierce competition.
"Moroccan strawberries are still highly prized in the Gulf market"
The exporter shares his understanding of Gulf market preferences when it comes to soft fruits: "Gulf consumers are very demanding when it comes to freshness: they want firm, large, shiny strawberries that are perfectly presented. Packaging also plays a very important role. Well-presented 1 kg boxes are the most popular. We were the first Moroccan exporter to introduce this packaging in the region, which also sets us apart from Egyptian and American suppliers, who mainly offer 250g, 400g, or 500g punnets. Finally, seasonality is very important: demand increases significantly during holiday periods, Ramadan, and tourist peaks, when Moroccan strawberries are still highly prized for their exceptional freshness and good post-harvest behavior."
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The recipe for a successful season
Several factors will be decisive for the success of the present export campaign and, beyond, for maintaining market share in the coming seasons. "We must continue to invest in quality, particularly through varietal selection and agronomic monitoring," Adlouni explains. "Optimizing logistics will also be crucial, as space capacity remains limited during the high season and air transport costs, which are particularly high, have a significant impact on our competitiveness."
"We also plan to further adapt our packaging to the specific expectations of the Gulf markets. Finally, maintaining an ongoing dialogue with our partners will enable us to anticipate market trends and calibrate our offering even more precisely. Thanks to all these actions, we are approaching the next campaign with great confidence and a strong belief in our Kingdom's ability to consolidate its leadership," the exporter concludes.
For more information:
Moulay Mehdi Adlouni
AGCO
Tel: +212661225422
Email: [email protected]
