Moroccan citrus breaks into the Japanese market

Morocco has successfully entered the Japanese citrus market with the arrival of its first container of Moroccan citrus fruits, according to Morocco Foodex. This milestone marks a significant achievement for the country, gaining access to one of the world’s most demanding markets in terms of quality and traceability.

Morocco Foodex, the national body responsible for promoting and monitoring agricultural and maritime exports, emphasized that this success reflects the global competitiveness of Moroccan agricultural products and the country’s internationally recognized expertise.

Japan, Morocco’s 13th largest client for agri-food exports, is known for its stringent import standards. The acceptance of Moroccan citrus especially the highly valued Nadorcott variety demonstrates compliance with Japan's strict health regulations and opens the door for a wider range of citrus varieties tailored to local consumer preferences.

Japanese importer Yoichi Fukuda highlighted the enthusiasm of Japanese consumers for Moroccan citrus, stating, “We hope to see further development of Moroccan citrus in Japan, because Japanese people love them.” His remarks were echoed by Kento Takegami, a purchasing manager at a Japanese import firm, who praised Morocco’s positive image and expressed optimism about the fruits' success in the Japanese market.

Given Japan’s food culture, which emphasizes freshness and seasonality, the country has high consumption of fresh fruit, making it an ideal target for Moroccan citrus exports.

To build on this success, Morocco Foodex organized an economic mission in April, bringing a delegation of about ten Moroccan exporters to Japan. The goal was to forge sustainable partnerships, increase brand visibility through B2B meetings, market visits in Tokyo, and a targeted communications campaign.

“We accompanied around ten companies to Tokyo to promote Moroccan citrus in a market that values Moroccan origin,” said El Mehdi El Alami, Development and Promotion Director at Morocco Foodex. “The strong interest was evident, with about thirty buyers attending, and we are very satisfied with the outcome,” he added.

In 2023, Morocco exported 18,000 tons of agri-food products to Japan, valued at 14 billion yen. With consistent production and a focus on premium quality, Morocco aims to strengthen its position in high-value international markets. Moroccan exporters are now looking to significantly increase export volumes over the medium to long term, leveraging this strategic breakthrough.