Moroccan tomato exports hit record 745,000 tons as cherry, baby plum varieties drive growth
The ability to differentiate through specialty varieties has become the backbone of Morocco’s competitive edge in the European market.
MOROCCO – Moroccan tomato exports have reached a record 745,000 tons in the 2024/2025 campaign, driven by an 80% growth over the past decade as cherry and baby plum varieties now account for nearly 59% of total shipments.
The 2024/2025 campaign positions Morocco as the third-largest supplier to the European market, behind Spain and the Netherlands, according to Fatiha Charrat, Deputy Managing Director of the Delassus Group.
“The real transformation in the sector is the move upmarket. It’s no longer just about volume, but about value and differentiation,” said an operator from the Souss-Massa region.
Segmented tomatoes, such as cherry, baby plum, and specialty varieties, now account for nearly 59% of total exports, with more than 400,000 tonnes exported and a 35% increase over the past two years.
The ability to differentiate through specialty varieties has become the backbone of Morocco’s competitive edge in the European market. France remains the largest declared destination, absorbing more than half of Moroccan tomato exports.
Despite strong export performance, the sector faces significant structural pressure. Water scarcity remains a critical issue, with groundwater depletion forcing growers to rely more on desalinated seawater, which significantly increases production costs.
In addition, labour shortages and rising energy costs are further pressuring margins. On the other hand, the export sector remains highly concentrated, with the top ten exporters in the Souss-Massa region accounting for about 65% of total volumes.
However, strategies vary significantly, with some companies remaining heavily reliant on a single market, particularly France, while others actively diversify into the UK, Germany, and African markets.
Charrat noted that growth will depend on continued premiumization, geographic diversification, and the development of new production areas. Dakhla is expected to play a strategic role, while investments in seawater desalination are becoming essential to secure long-term production, despite the associated cost increases.
“Between strong growth and mounting constraints, Morocco’s tomato sector is entering a new phase. Its ability to manage costs, diversify markets, and maintain its competitive edge will be key to sustaining momentum in an increasingly demanding European market,” Charrat concluded.
Further, the 2025/2026 season faces pressure from climatic challenges, with exports expected to be slightly lower than in the previous season.
Morocco’s experience shows that rapid export growth must be balanced against environmental and financial pressures to ensure long-term resilience.
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