Morocco strengthens its position in the global berry market, but new challenges lie ahead

Over the past two decades, Morocco has become one of the world’s most important producers and exporters of berries. The sector’s development has been driven by international investment, new varieties, growing use of technology and the country’s proximity to the European market. Today, the main question is no longer how fast the industry can grow, but whether it can maintain its competitiveness amid increasing climate pressure, water constraints and stricter commercial requirements.

Just over a decade ago, Morocco’s berry industry was associated mainly with strawberry production. Today, blueberries and raspberries also play a major role, with production concentrated primarily in the Loukkos, Kenitra and Agadir regions and gradually expanding into other parts of the country.

According to data cited by Blueberries Consulting, Morocco’s exports of fresh blueberries are approaching 100,000 tonnes per year, making the country the largest exporter of blueberries in Africa and one of the significant suppliers on the global market.

Proximity to Europe remains a key advantage

One of Morocco’s greatest strengths is its location. Fruit can reach major European markets much faster than produce originating in South America.

Blueberries and raspberries from Morocco can reach distribution centres in Spain, France, Germany and the United Kingdom within around 48 hours of harvest. Another advantage is the country’s main production window, which runs from January to May, when supply from the Southern Hemisphere begins to decline.

These conditions have attracted international companies operating in the berry sector. Businesses including Driscoll’s, BerryWorld, SanLucar and Elite Agro Holding have expanded their presence in the country.

Elite Agro Holding, through Elite Harvest Maroc, recently opened its seventh farm in Morocco, adding another 200 hectares of blueberry and raspberry production in the Kenitra region. According to the company, its total investment in Morocco has exceeded AED 500 million, or approximately USD 140 million, while its operations have contributed to the creation of more than 8,000 jobs.

Water availability is the main challenge

One of the most important issues for the sector’s future development is access to water. Morocco is among the Mediterranean countries particularly exposed to water stress, caused by declining rainfall and increasing pressure on groundwater resources.

This situation is forcing growers to rethink production systems and improve water-use efficiency.

Under the national Génération Green 2020–2030 strategy, investments are being made in drip irrigation, remote monitoring systems, soil moisture sensors and the reuse of treated water.

The objective is to reduce resource consumption while maintaining high levels of productivity.

Export diversification as the next stage of development

A large share of Morocco’s berry exports still goes to a relatively small number of key European markets, particularly Spain, the United Kingdom, the Netherlands, Germany and France.

However, growing competition from Peru, Chile, Mexico and Spain, combined with increasingly demanding phytosanitary requirements in the European Union, is making geographical diversification more important.

Moroccan growers and exporters are paying increasing attention to the United Arab Emirates, China and other Asian markets. Developing new export destinations could reduce dependence on Europe and make the sector more resilient to changes in demand and regulation in individual regions.

Tangier to host the industry again

At a time when Morocco’s berry sector is entering a new phase of development, the country will host the XLIII International Berry Seminar Morocco 2026, organised by Blueberries Consulting.

The event will take place on 16 September 2026 at the Royal Tulip City Center Hotel in Tangier.

The seminar will bring together growers, exporters, genetics companies, researchers, technology suppliers and industry experts from different parts of the world. The event forms part of the international World Blueberry Tour organised by Blueberries Consulting.

Climate, varieties, logistics and profitability

The programme will focus on the key issues shaping the future of the sector.

Main topics will include:

• sustainable production,
• strategies for adapting to climate change,
• water management,
• new varieties and genetics,
• technologies improving production efficiency,
• export logistics,
• development of new markets,
• production costs and profitability.

The discussion will focus not only on the growth already achieved by the Moroccan berry sector, but above all on how to maintain its competitiveness over the longer term.

International Technical Tour – production technology in practice

The seminar will be complemented by an International Technical Tour in northern Morocco.

Participants will visit blueberry farms, where they will be able to see technologies and production systems currently used by Moroccan growers.

This part of the programme will provide an opportunity to compare production practices and technologies implemented in a country that has become one of the fastest-growing berry producers in the world within a relatively short period of time.

Maintaining its position will be the next test for the sector

Morocco has several strong competitive advantages: proximity to Europe, well-developed logistics, growing foreign investment, modern production systems and a favourable export window.

At the same time, the sector must address water constraints, rising costs, increasing competition and stricter requirements in destination markets.

The next stage of development will therefore no longer be based solely on increasing production area and export volumes, but increasingly on improving efficiency, diversifying markets and adapting to climate and trade changes.

The XLIII International Berry Seminar Morocco 2026 will take place on 16 September at the Royal Tulip City Center Hotel in Tangier.

Source: Blueberries Consulting materials.