Exports: Moroccan Citrus Fruits Enter the Japanese Market

Last week, Morocco Foodex announced that the first container of Moroccan citrus has officially landed in Japan, marking the Kingdom’s entry into one of the world’s most demanding markets in terms of quality and traceability.

This success highlights “the competitiveness of Moroccan agricultural products and internationally recognized expertise,” stated the Moroccan agency responsible for promoting and regulating agricultural and maritime exports in a press release.

Japan, Morocco’s 13th-largest client for agro-food products, is renowned for its stringent requirements. The source emphasized that “the acceptance of Moroccan citrus, particularly the highly prized Nadorcott variety, demonstrates compliance with the most rigorous sanitary standards and paves the way for diversifying exported varieties based on market preferences.”

“We hope to see Moroccan citrus thrive in Japan, as the Japanese love them,” said Yoichi Fukuda, a Japanese importer quoted in the statement, underscoring the growing interest among Japanese consumers in Moroccan quality.

With a food culture centered on freshness and seasonality, Japan boasts high consumption of fresh fruit, making it a key market for Moroccan citrus.

“Morocco enjoys a very positive image among the Japanese. We hope for the success and growth of Moroccan citrus in Japan,” confirmed Kento Takegami, purchasing manager at a Japanese import company.

To solidify this breakthrough, Morocco Foodex organized an economic mission in April, accompanying a delegation of around ten Moroccan exporters to Japan.

The mission aims to build lasting partnerships with stakeholders and enhance the visibility of Moroccan offerings through BtoB meetings, visits to Tokyo’s markets, and a targeted communications campaign.

“We supported around ten companies in Tokyo to promote Moroccan citrus in this market, which is highly interested in Moroccan-origin products,” said El Mehdi El Alami, Development and Promotion Director at Morocco Foodex. “This enthusiasm was evident from the participation of approximately thirty buyers, and we are very pleased with the mission’s outcomes,” he added.

In 2023, Moroccan agro-food exports to Japan reached 18,000 tons, valued at 14 billion yen.

Backed by continuous production and a strong “quality positioning,” Morocco aims to consolidate its presence in high-value-added markets.

Moroccan exporters are targeting significant increases in export volumes over the medium and long term, capitalizing on this strategic opportunity.