Moroccan tomato exports: strategic growth rooted in vision and respect

Morocco isn’t just climbing the global rankings; it’s doing so with dignity, respect for the land, and a firm commitment to its growers and partners. Morocco Foodex head of business intelligence Ali Rouqui shared three key dimensions in his presentation: Morocco Foodex’s evolving role, tomato export performance, and insights drawn from its strategic monitoring system.

Stewardship in action

Under Law 61-12, Morocco Foodex has grown into more than an export regulator. It coordinates national efforts, anticipates market shifts, and supports exporters large and small. At the same time it ensures that Moroccan tomatoes meet technical standards abroad. But above all, it embodies a principle of “amanah” or guardianship rooted in trust. Whether it’s promoting Moroccan produce abroad or guiding small-scale exporters toward quality, Morocco Foodex is the quiet but decisive force shaping the country’s agricultural diplomacy.

Climbing the ranks: Morocco among the global leaders

As of 2024, global tomato imports stood at US$12.1 billion value, representing 7.7 million tonnes. Europe and the UK continue to dominate the import landscape, accounting for 42% of volume and 54% of value. Morocco now holds third place globally in tomato export value, just behind Mexico and the Netherlands, and has secured the #2 spot on the UK market with a 34% share.

2024-2025 exports rise, responsibility endures

Morocco’s tomato exports reached 621,000 tonnes by the end of April 2025, a 9% increase over the previous season. Segmentation tomatoes led the rise with a 13% boost, while round varieties grew by 5%. Yet this growth has not come at any cost to sustainability. In Souss-Massa, which accounts for 98% of export volumes, farmers are adopting modern techniques like drip irrigation and environmentally sound practices, strengthening Morocco’s appeal as both a producer and a responsible partner.

Expanding without overreaching

While Europe and the UK remain Morocco’s anchor markets, the country is steadily expanding its reach. Sub-Saharan Africa and the Gulf States are gaining relevance in Morocco’s export strategy. It is the result of both opportunism and quiet, calculated outreach that reflects both confidence and care.

Reading the landscape: what morocco is watching

Foodex’s strategic watch has revealed an increasingly fractured global tomato landscape. In Spain, production is down 21% compared to the five-year average, while exports have slumped 35% over the last decade. France is inching upward with a modest 5% increase. The UK continues to rely heavily on imports, 395,900 tonnes in 2024 alone, with Morocco rising as a trusted supplier. Meanwhile, competition is sharpening. Turkey and Mexico are stepping up both their output and market presence, becoming key players on the world stage.

Facing the challenges with clarity

With success come challenges. Morocco is actively monitoring phytosanitary threats such as ToBRFV and the emerging ToFBV virus. The EU Green Deal is reshaping production standards and compliance. At the same time, logistics pressures, energy costs, and climate volatility continue to test the agility of exporters everywhere. Yet Morocco’s response remains measured. Instead of reacting, it plans. Strategic alignment between growers, exporters, and regulators ensures that the country stays one step ahead, not just compliant, but competitive.

A market of US$261 billlion by 2029

By 2029, the global tomato market is projected to reach US$261 billion, up from US$207 billion in 2024. But Europe’s share is expected to shrink, with production and harvested areas declining by 1–3% annually. The UK is facing similar pressures, with local production falling and imports — particularly from Morocco — filling the gap.

A growth model with a moral compass

What makes Morocco’s story compelling isn’t just its rising tonnage. It’s the intention behind the growth, one rooted in stability, ethics, and long-term alliances. Morocco is proving that trade doesn’t have to mean compromise, and scale doesn’t have to come at the cost of values. As 2025 unfolds, Morocco’s tomato sector stands as a case study in how agricultural trade can be both strategic and human. It’s a model where data meets dignity, and where every crate exported carries with it a story of care, consistency, and vision. Fructidor will continue to follow this evolution, offering a platform for visibility, dialogue, and insight for those shaping the fresh produce trade of tomorrow.

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