"Three years ago, betting on Moroccan raspberries felt like a gamble. Supply chains were unpredictable, quality was inconsistent, and tracking shipments was a nightmare. Today, that 'risky' decision has become our most profitable fruit category," writes GranderBerry S. on GranderBerry LinkedIn.
As previously reported by EastFruit, citing Global Trade Tracker and Office des Changes, Morocco exported 64,400 tons of fresh raspberries in the 2024/25 season (July to June), generating US$487 million in export revenue. This is 13.8 per cent more than the previous year and 9 per cent higher than the previous record set in 2022/23. Raspberries have become one of Morocco's leading fruit and vegetable export items, second only to tomatoes in export value.
Exports now run almost year-round, with peak shipments taking place between November and May. April 2025 marked the record month of the season, with more than 10,000 tons shipped abroad. The United Kingdom remains the largest destination, accounting for more than 30 per cent of total exports. Since the 2022/23 season, Morocco has been the leading raspberry supplier to the UK. Spain accounted for 23.4 per cent, the Netherlands 18.4 per cent, Germany 13.6 per cent, and France 7.9 per cent. Together, these five countries made up 94.4 per cent of Moroccan raspberry exports.
According to GranderBerry SARL, the key drivers behind the expansion were investment in technology and supply chain transparency. "The country has invested heavily in cold chain logistics equipped with smart sensors that monitor every shipment in real time. No more guessing about temperature breaks or delays. Quality control has been completely overhauled. Modern sorting lines now guarantee consistent, premium-grade berries that fully match the order. But the real breakthrough is transparency. Digital certificates of conformity have dramatically reduced paperwork processing times, while full traceability from farm to port allows any batch to be tracked instantly," the company noted.
GranderBerry, based in Larache, Morocco, stated that innovation, partnerships with certified farmers, and a focus on sustainable production have supported this growth. The company emphasized transparency and trust, technological quality control from laboratory testing to sorting lines, customer focus with long-term relationships and loyalty, and sustainability through reducing the carbon footprint and promoting eco-friendly farming practices.
Morocco has shown that developing markets can expand exports when infrastructure, quality, and transparency are prioritized. For importers, this indicates that working with partners aligned with modern standards and long-term collaboration can prove effective, even when the initial outlook seemed uncertain.
Source: EastFruit