Fruits and Vegetables Sector Study
14 December 2010
Read by 2589 persons
Globally, the processed fruit and vegetable industry is showing positive trends. The growing consumer interest in healthy eating, and therefore in fruits and vegetables, offers promising potential.
In Morocco, while the industry has many advantages – natural resources suited to the development of diverse and quality production, international recognition and proven expertise – it remains structurally fragile due to various constraints – scarcity of raw materials, consumption habits more oriented towards fresh products, unfair competition from subsidized European Union producers…
Furthermore, the sector is still awaiting the implementation of a dedicated national strategy. Indeed, the financial analysis of the most successful companies has shown that the implementation of differentiation or upscale strategies has enabled them to increase their turnover by 16% between 2006 and 2008 and their added value by 13.5%.
In the future, an increase in demand for processed products in the domestic market is expected, driven by urbanization, women's employment, the growth of out-of-home dining and the development of large-scale distribution. Including export potential, the sectors of capers, table olives, frozen strawberries and tomato preserves offer the best prospects for growth.
In this context, the most enterprising companies are those that make procurement, aggregation, quality, leveraging existing potential and diversification, both of markets and varieties used, factors of development.
To access the electronic version of the study, register, free of charge, on the ODE website ode.ma.
Posted on December 14, 2010
ode.ma
In Morocco, while the industry has many advantages – natural resources suited to the development of diverse and quality production, international recognition and proven expertise – it remains structurally fragile due to various constraints – scarcity of raw materials, consumption habits more oriented towards fresh products, unfair competition from subsidized European Union producers…
Furthermore, the sector is still awaiting the implementation of a dedicated national strategy. Indeed, the financial analysis of the most successful companies has shown that the implementation of differentiation or upscale strategies has enabled them to increase their turnover by 16% between 2006 and 2008 and their added value by 13.5%.
In the future, an increase in demand for processed products in the domestic market is expected, driven by urbanization, women's employment, the growth of out-of-home dining and the development of large-scale distribution. Including export potential, the sectors of capers, table olives, frozen strawberries and tomato preserves offer the best prospects for growth.
In this context, the most enterprising companies are those that make procurement, aggregation, quality, leveraging existing potential and diversification, both of markets and varieties used, factors of development.
To access the electronic version of the study, register, free of charge, on the ODE website ode.ma.
Posted on December 14, 2010
ode.ma
