The 38th International Seminar on Red Fruits is taking place in Tangier, bringing together producers, entrepreneurs, investors, and academics from different regions. The event reinforces Morocco's position in discussions about the present and future of the berry industry.
The opening day focused on data analysis and market developments at both global and local levels. Presentations addressed the dynamics of the industry, which continues to grow in volume and quality.
One of the main sessions was the panel "Analysis of the global berry industry: challenges and competitiveness strategies." Participants included Amine Bennani, president of the Moroccan Fruit Producers Association; Youssef Bensajjy, Head of Agricultural Development ORMVA du Loukkos; Said Zelai, director of Fruits Rouges Providence Verte; Mohammed Harras, director of Fruits Rouges CAP Agro; Otman El Qacemi, Social and Environmental Impact Manager at Driscoll's Morocco; Ali Rougui, Head of the Business Intelligence Department at Morocco Foodex; and Said Ouhada, president of the BestBerry Cooperative.
The discussion highlighted several key issues. Water management was a recurring theme, with the Agadir region needing more water to expand production and Loukkos focusing on technology to optimise use. Quality and traceability were noted as central to competitiveness, with investment in post-harvest, cold storage, and logistics becoming essential. Producers are also shifting from strawberries to blueberries to meet these demands.
International competition and rising production costs are reducing margins, which is pushing the sector toward added value and differentiation. Productivity gaps were also discussed, with Moroccan workers harvesting 3 to 4 kilos of blueberries per hour compared to 12 kilos in Mexico. Training, stability, and better conditions for both local and migrant workers were described as priorities. The panel also underlined the importance of social responsibility and sustainability in maintaining competitiveness.
Looking ahead, experts noted Morocco's geographical proximity to Europe and access to ports as strategic advantages in reaching international markets. The experience of Peru was mentioned as an example of how professionalisation and incentive schemes can raise productivity. According to speakers, Morocco could benefit from adopting similar approaches adapted to its conditions, with a focus on training and increasing output per hectare.
According to Otman El Qacemi of Driscoll's Morocco, global berry consumption remains low relative to its potential. He pointed out that this leaves room for expansion and opportunities for emerging countries, including Morocco, to position themselves as suppliers to the international market.
Source: Blueberries Consulting