Agriculture du Maghreb / Fruit Logistica 2013
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Agriculture du Maghreb / Fruit Logistica 2013
Editorial EDITIONS AGRICOLES Sarl de presse Au capital de 100 000,00 dhs R.C.: 127029 I.F.: 01006251 Patente N° : 35870166 Autorisation : SP04 Groupe DERHEM - PUECH 22 bis, rue des Asphodèles Résidence Zakia - Beauséjour Hay Hassani - 20200 Casablanca Tél. : 212 (0) 522 23 62 12 212 (0) 522 23 82 33 Fax : 212 (0) 522 25 20 94 agriculturemaghreb@gmail.com www.agriculturedumaghreb.com
Directeur de publication Gérard COUVREUR
Rédacteur en Chef Ingénieur Agronome Abdelhakim MOJTAHID
Journalistes Ingénieurs Agronomes Abdelmoumen Guennouni Soumia EL MAHDAOUI Hind ELOUAFI
Facturation - Abonnements Khadija EL ADLI
Moroccan agriculture Seen fruitful in 2013
Morocco is participating for the eleventh time to the Fruit Logistica, considered to be the leading international show for the promotion of fruit and vegetables in the world. This special issue of Agriculture du Maghreb published in conjunction with the “Fruit Logisitica”, is in response to a concern for strengthening communications between Moroccan exporters and operators in Europe. Through this magazine, buyers of the European fruit and vegetable sector, can read and interpret the signals emanating from the Moroccan market. It seems crystal clear that fruits and vegetables of Morocco are highly appreciated by distribution networks all over the world and needless to say by their clients. This is rather evident if we consider the quality of the production thanks to a rigorous supervision of cultures and a total respect of all international norms. To this, one should add that the majority of orchards, farms and packaging units are really eager to meet the needs of commerce in terms of presentation, but also in terms of quality of supply: freshness, deadline, transport safety and finally an exemplary traceability.
Conception Graphique Yassine NASSIF
Imprimerie PIPO
We extend our sincerest wishes for great success of Morocco’s participation at “Fruit Logisitca” for this 2013 edition.
Régie publictaire France Idyl SAS. 1154 Chemin du Barret 13839 ChâteauRenard Tél. 04 90 24 20 00 Contact : Mme. Brigitte SENECHAL bsenechal@idyl.fr
Tous droits de reproduction autorisés avec mention impérative et complète du journal.
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Contents Contents 6
Green Morocco Plan Lever for Agricultural Development in Morocco
Moroccan citrus
10
Moving towards market diversification
Advertisers AGAFONTE 29 AGRISOUSS 14-15 APEFEL 31 BEILLARD 30 BIOFACH 5 CAM 2 CITROSOL 21 CLEMENTINA 13 CMCP 17 DELASSUS 36 FRESH FRUIT 7 GPA 9 HYDROFERT 27 IDYL 23 MAROC EXPORT 35 MATYSHA 25 MFB 11 NOVAKOR 18 SIFEL 33 SORMAF 19
Packaging
16
Tools for higher efficiency 19
Berries a product conducive to diversification
Fruits and vegetables sector
22
High degree of technical skills
Innovation,
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solution to the crisis?
Market gardening
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Successful diversification
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Green Morocco Plan Lever for Agricultural Development in Morocco In April 2008, at the initial agriculture conference, for the first time public opinion and professionals discovered the Green Morocco Plan or policy designed to stimulate agriculture, henceforth to be looked upon as the national economy’s principal growth engine over the forthcoming decade.
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he aim of this project is by 2020 to attract into the agricultural sector investments amounting to 150 billion DH, the ultimate goal being to generate an annual GDP of 100 billion DH. This new wealth based on the development of a modern intensive agriculture could improve farmer incomes and ensure greater food security for 30 million Moroccans. By 6
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the same token, the natural resources of different regions have to be protected while aiming at the integration of Moroccan agriculture on national and international markets.
16 regions,
16 programs contracts Implementation of the Green Morocco Plan focuses on the national and regional levels. - The national level refers to defini-
tion of policy guidance, determination of the terms of implementation, the devising of laws and enforcement thereof, the mobilization of international and national partners, and the development of national contracts and policy evaluation. - The regional level refers to territorial planning dealing with Plan implementation, consistent with territorial specificities and national guidelines. It also intends to become one of the
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Green Morocco Plan Two pillars: one for intensive agriculture, the other for subsistence agriculture, in addition to cross-cutting projects
driving and controlling forces of provincial and local activities. This regionalization of agriculture is materialized by the regional agricultural plans constituting roadmaps of agricultural development in 16 regions, determining the objectives to be reached by the implementation of 1 500 agricultural aggregation projects, as well as cross-cutting projects in all sectors. Quick observation of major drivers, approaches and objectives of the Plan suffices for grasping the ambition and scope of work to be accomplished. In only 10 years, it will need to multiply by 2.5 the sector value added expected to grow from 38 to 100 billion DH. The production levels of certain crops will also rise dramatically: 4.12 million tons of olives vs. today’s 1 million, 3.7 million tons of citrus fruits vs. 1.5 million and 10 million tons of vegetables and fruits vs. the current 4.4 million. The plan will affect no fewer than 1.5 million farmers in both large and small-scale agriculture. The Green Morocco Plan is aimed at the enhancement of the global territorial agricultural potential and break with the simplistic image of two-tier agriculture pitting a modern against traditional self-sufficient sector. New Moroccan agriculture intends to be a sector for all, to the exclusion of no one, but with differentiated strategies, based on two pillars. The first one refers to accelerated development of a modern and competi-
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tive agriculture vital for the national economy, by the implementation of a thousand new projects with high added value (and/or productivity) in the production and food industries, meeting the market requirements based on private investment. The second pillar of the Plan is geared to support for small-scale agriculture by the implementation of 545 projects for intensification or professionalization of small farms in difficult rural areas, thereby promoting improved productivity, better use of production and the sustainability of farm income. This second pillar also seeks the conversion of cereal crops into other more added value (or less sensitive to precipitation) crops and the promotion of local products. To
strengthen the projects included in these two pillars, the GMP also relies on so-called cross-cutting projects consisting of resetting the sector framework and the improvement of cross-cutting factors, including policies in connection with water, land and inter-professional organization. This Plan revolves around the concept of aggregation for overcoming the constraints related to fragmentation of land ownership, and providing access by aggregated operations to modern production techniques, in addition to financing and markets. It is based on instigating a new wave of massive investment in new players with high managerial capability. It also calls for the streamlining of industry structures and the pooling of resources among groups of private economic interests and inter-professional groups. Furthermore, the Morocco offer constitutes a public-private win-win partnership on the basis of clearly defined contracts. Organization of the Green Morocco Plan into regional agricultural units entails the building of a regionalized vision and agricultural offer in compliance with the existing balance making it possible to mobilize the Ministry of Agriculture and its regional partners around shared objectives. It concerns joining regional and national funds, by credit institutions, investors and other interested donors seeking to support Morocco for the implementation of this Plan.
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Moroccan citrus Moving towards market diversification
The kingdom of Morocco has a long tradition in producing wide varieties of citrus fruit. The real development of the citrus industry started in the beginning of the last century. At that time large orchards were created by French occupants. Nowadays, two distinct sectors coexist in Morocco. One modern, where the production is geared for export and the second, traditional, where the production is oriented to local market and processing.
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oroccan citrus industry is under continuous changes, imposed by the high competition in the foreign markets and the increasing demand and requirements of the consumer for quality produce. Some of these changes concern variety profile and the implementation of new techniques and technologies in order to reduce production cost, increase yield and improve fruit quality.
Main production areas
There are several citrus production areas in Morocco differentiated following the climate, availability of water and the geographical situation. The most important citrus production areas in the country are Souss Valley, the southernmost citrus area is located near the city of Agadir, the Gharb located north of the capital Rabat, Moulouya valley 10
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in the northeast region of the country near the Algerian borders, Tadla or the inland central area near the high Atlas mountains and the Haouz surrounding the red city or Marrakech. But Souss Valley is by far the most important area for production in the country. It represents 50% of total area and about 80% of clementine export. It is also the area where modern techniques and technologies for citrus production and handling are well implemented. To be mentioned is that the Souss area has significant new planting acreage that has not yet reached a full production regime.
Packinghouse operations An important effort was given to packing infrastructures by the government. Large number of these facilities is adopting quality management sys-
tems (certified ISO, BRC,‌). Each packinghouse employs between 150 to 300 workers daily for up to 8 months a year. Packouts are either sold in local markets or used for juice production.
Morocco’s advantages
Morocco has been exporting for more than 40 years and the various agro industry players are well seasoned and in good command of quality aspects, food safety, etc. Requirements of recipient countries are considerable and today Morocco is top of the tops in terms of compliance. In terms of requirements, they are practically the same in all countries, even if the U.S. and Asian countries are more a bit more demanding. The European Union has carried out the harmonization of standards that were different from one country to another according to the nations applying the most stringent controls.
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Market Diversification
Upgrading of the sector
The citrus industry enjoys high development potential, and inter-professional circles entertain high hopes regarding the contract program scheduled to kick off shortly eventually leading 2018 to an output of 2.9 million tons (currently 1.7 million tons) including 1.3 million tons (currently 510 000 tons) for export with varieties better suited to the requirements of international markets. This via a renewal program covering 30 000 hectares and the extension of planting over a span of 20 000 ha. To be noted is that t h e
strate g y excludes the expansion of water resources in water-deficient perimeters. Therefore, it is the Gharb region that monopolizes the lion’s share of this new citrus strategy. For the local market, the target is production of 1.4 million tons (currently 800 thousand) to meet the needs of a 40-million consumer population by 2018. The remaining 200,000 tons are reserved for the juice industry. Also to be noted is that the contract program involves production, packaging, transportation and marketing. 12
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Per market, Eastern Europe, mainly Russia, is taking the lions share with some 50%, followed on its heels by the EU with 37%, while North America (mainly Canada) accounts for no more than 12% and various other destinations complete the remainder with 2%. With this ambitious goal to double production and export, professionals need not only to strengthen their position in traditional markets (Europe) but also open new distant markets. Moroccan citrus are already very popular in Russia and Canada, but major efforts are needed to ensure that Moroccan products are able to expand into other promising markets and are valued at their true value by consumers. Thus Moroccan exporters have turned to emerging Asian markets. To be noted that the Moroccan Minister of Agriculture has signed an agreement governing phytosanitary requirements to be met by Moroccan producers to penetrate the Chinese market. Chinese experts have done their part through field visits. They reviewed Moroccan orchards, packing stations and ports. They chose thereafter eligible producers and exporters. These steps have led to setting up the list of citrus orchards meeting phytosanitary standards required by the Chinese side. For now, varieties that can be exported from orchards certified by Chinese phytosanitary authorities focus on clementines and Maroc Late. Considering the long distance, transportation is provided by a container at ambient temperature and controlled atmosphere. To be noted is that the ASPAM association urges producers to continue planting under the Green Morocco Plan to upgrade the industry and maintain Morocco’s position on the international market. It is also necessary to continue to offer increasingly demanding Moroccan consumers high quality for which they are willing to pay the price.
Coping with the competition
Morocco, which exports to thirty countries, is faced with increasingly fierce competition from its traditional and rapidly growing rivals. Our exporters are therefore constantly upgrading to provide all markets with high quality and competitive products. Furthermore, fully aware of the development of marketing channels dominated by large retailers, Moroccan exporters demonstrate greater flexibility, responsiveness and punctuality with appro-
priate reactions to satisfy increasingly stringent demands. In recent years, priority was given to markets like Russia and Canada. However, Morocco is gradually repositioning itself on EU markets. Inside the EU The Netherlands, France and the United Kingdom are the main destinations. Major promotional events are planned on various markets, including Asia. For export to foreign destinations, ships with different capacities are used. The main ports are Agadir, Casablanca and Nador. Time to destination varies from 5 to 13 days, respectively for Europe and North America.
Afourer,
The seduction of a tangerine
The first shipments under the Afourer name of 150 tons in 199394 met with great success on European markets. Currently, with export prevision of around 50,000 tons in 2012/13, the Nadorcott tangerine remains particularly popular and in high demand on markets. The Nadorcott tangerine is considered to be one of best performing varieties. It owes its success to the good internal and external quality of fruit (flavor, aroma, appearance and caliber profile), high productivity (30-60 tons/ha), early entry into production (15 to 20 tons/ha the third year after planting) and its qualitative superiority of some late clementine clones (Tardive de Mars and Hernandina ...). Seedless fruit, ease of peeling and late maturity compared to the clementine season has also proven to be key factors for development. In terms of return on investment, Nadorcott provides two to three times higher income than seasonal clementine and equivalent or superior to that of the Nour clementine. The business outlook for this variety is promising because it is marketable after the period of clementine oversupply (November and December). Setting of standards regarding the number of seeds in fruit destined for the market, commitment of the beneficiaries of Nadorcott variety farms to meet crop requirements, and rigorous and uninterrupted monitoring of orchards and packing stations are the safest way to preserve the notoriety of the variety to ensure its future.
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AGRI-SOU
In southern Moroc 160 producers AGRI-SOUSS Immeuble Najah Cité Najah B.P.798 - 80 000 Agadir - Maroc E-mail: agrisouss@menara.ma - Tél: +212 (0) 5 28 22 67 60 Fax: +212 (0) 5 28 22 32 42 / 22 63 80 - Site Web: www.agrisouss.ma Cooperative M’BROUKA
Z.I. Tassila, route de Marrakech, BP. 278, Agadir. Tel. +212 5 28 83 32 11 Fax. +212 5 28 83 46 16 E-mail : mbrouka@menara.ma
Cooperative SOFIA-SUD
Km. 42 Route de Taroudant, Ouled Teïma, Taroudant. Tel. +212 5 28 52 68 97 Fax. +212 5 28 52 61 94 E-mail : sofiasud@menara.ma
Sté PRIMA-SOUSS
Z.I. Km.1, route de Biougra, Aït Melloul, Agadir. Tel. +212 5 28 24 13 91 Fax. +212 5 28 24 16 56 E-mail : primasouss@menara.ma
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Cooperative COMAPRIM Tin Mansour, C.R Inchaden, Agadir. Tel. +212 5 28 30 31 01 Fax. +212 5 28 30 31 00 E-mail : comaprim@menara.ma
Cooperative ADRAR C.R Temsia, Aït Melloul. Tel. +212 5 28 31 92 15 Fax. +212 5 28 31 95 21 E-mail adrar@copadrar.ma
SS GROUP
co on the sea-side at your service Cooperative ATLAS
Z.I, Lot 626 B, route de Biougra, Aït Melloul, Agadir. Tel. +212 5 28 24 83 99 Fax. +212 5 28 24 72 56 E-mail : catlas@menara.ma
Sté SOFPRIM
Z.I, Lot 604 B, BP. 546 Admine, Aït Melloul, Agadir Tel. +212 5 28 24 15 93 Fax. +212 5 28 24 15 95 E-mail : sofprim@iam.net.ma
Cooperative TOUBKAL Z.I, Aït Melloul, Agadir. Tel. +212 5 28 24 15 38 Fax. +212 5 28 24 33 87 E-mail : amcas@menara.ma
Sté DARDOUR-PRIMEUR
Aït Melloul. Tel. +212 5 28 30 88 17 Fax. +212 5 28 24 39 89 E-mail : dardourprimeurs@menara.ma
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Packaging
Tools for higher efficiency Extensive research on varieties and improved crop techniques make possible fairly uniform production, nevertheless, extensive post-harvest selection and sorting is still needed to meet export requirements. The visual aspect plays an important role in conjunction with the purchase of fruits and vegetables. Therefore, buyers are increasingly asking for produce graded according to their external and even internal features.
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n Morocco, over twenty years, fruit and vegetable packing and sorting methods have seen wide change. In packing stations manual and visual sorting has gradually been replaced by mechanical and subsequently by electronic devices. The presence of modern equipment makes clients comfortable with the response and adaptability potential of stations with which they deal. Packaging and weighing machines are increasingly designed for an improved pace in processing. Current calibration devices are able to almost quadruple the said pace in comparison to previous models. This allows handling of large orders over short time periods. Also, more attention is devoted to the much less chaotic product handling process.
Great versatility
To improve equipment profitability packaging machines are becoming increasingly versatile. The new models are suited to all types of product, including some specialties with specific selection criteria. For instance for oblong fruits and vegetables such as cucumbers, eggplants and zucchinis, machines sort according to length, weight and contour of the curve. The equipment used at the stations is highly modular and adapted to the space availa16
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Packaging make possible packaging both trays and unpacked products. Multi-purpose bagging machines allow packaging products in different types of bags (tomatoes, apple slices, grapes, etc.). Energy conservation is also on the agenda, with machines that stop if they are not being properly fed. In practical terms, the settings are simple, including touch screens that can be used by unskilled personnel. Improvements have been made with regard to care and maintenance: self-cleaning of the line and the cups, and the facilitation of machinery lubrication etc. Finally, to meet the new control and traceability requirements control and traceability solutions are now on the way to being developed.
Accurate measures ble. Different tools may be added to the basic structures, depending on customer needs and desired sorting accuracy. A single machine can now weigh and package in different packaging types: bags, nets or trays ... The new automatic multi-purpose flow-pack machines
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Weight measurement can also be accurate to the closest gram. Weighing limits vary according to machines and products. The new generation of weighing conditioners calculates the best combination to achieve the desired weight. Some fruits can even enter into a second round without changing cup (shock limitation).
Increasingly selective parameters
The new equipment available on the market can provide increasingly precise operations with a higher and more accurate calibration. The basic criteria used for the automatic sorting of fruits and vegetables are the size, weight and color. Yet some devices offer further selection, taking also into account the product appearance.
Assessing internal quality
Also to be noted is that the most recent generation of equipment offers even more specific selection methods, depending on the visual appearance or internal quality of products. Analysis of these data makes possible assessment of the Brix degree of the product, providing information on sugar levels, the rate of maturity, the browning condition and internal moisture. The firmness of the fruit, difficult to detect from the outside, can be ascertained using acoustic methods measuring the response to vibrations by a product to impacts (the amount of juice and the internal structure of the product).
Berries
Berries, a product
conducive to diversification
In recent years, Morocco has invested heavily in building its reputation in many countries of the European Union as a reliable supplier of high quality fruits and vegetables, especially during the winter season when horticultural production in these countries is at its lowest. Moroccan exporters are now able to meet demand by European consumers in terms of quality, safety and fair prices.
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n this context, the sector of small red fruits, especially strawberries, has experienced a sharp rise during the last two decades, mainly in Loukkos and Gharb areas. Strawberries currently occupy a surface area of about 3 000 ha with a production of some130,000 tons, most of which is produced in Loukkos. For a long time supplies remained dominated by the Camarosa
variety, but professionals have felt the need to diversify the range of small fruits for export. With this in mind, producers launched a diversification program for the introduction of new strawberry varieties featuring superior performance, particularly in terms of earliness, organoleptic quality and conservation. Other producers have explored different ways to diversify through the introduction of new value added fruit
MATERIEL DE CONDITIONNEMENT PALETTISATION – CERCLAGE - CALIBRAGE
Filets Calibrage
Barquettes
Flowpack
Conditionnement
Sacs
Manutention
Etiquettes Palettisation
SORMAF MAROC SARL: Zone Industrielle Ait Melloul - Centre de Vie Lot N° B717 - AIT MELLOUL - MAROC TEL : 0528 24 55 19 - FAX : 0528 24 56 51 - Email : sormafmaroc@menara.ma Agriculture du Maghreb / Fruit Logistica 2013
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species and high demand in European markets in the form of small red fruits. This group includes a diverse range of fruit shrub species mainly grown in cool temperate zones: raspberries, blackcurrants, gooseberries, blueberries and blackberries. These species have grown in importance over the last 10 years because of the possibility of extending their crops in areas in climate enjoying mild winters, such as Mediterranean countries. Among these, three are particularly appreciated by fruit exporter producers as the result of rising global demand: namely raspberries, mulberries and blueberries that adapt so flawlessly to Moroccan agro-climatic conditions.
zed at around 3,000 ha, out of which 81% in the Loukkos and 19 % in the Gharb. Production is divided between exports of fresh produce from October through March, replaced by frozen produce, and the local market with its increasing demand (fresh fruits, jam,...). Many varieties are available to the producer, the choice being dictated by production targets. The varietal profile is becoming increasingly diversified with early and late varieties extending the cycle, and other more tasty varieties or varieties generating fewer gaps, etc. To be noted is that for a few years, like for raspberries, better performing and protected varieties are provided to Moroccan farmers by the major Spanish or European groups operating
Strawberries Introduced in Morocco in 1930, the strawberry has been grown throughout the country, wherever the microclimate made it possible. Over the past decade, strawberry acreage in the Loukkos and Gharb continued to increase, thanks to extensive investment and technological improvements. In recent crop years, the area has stabili-
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under contract. This formula provides an advantage to these groups and limits Moroccan producers and exporters unable to pay royalties on small areas. However, at present areas involved remain limited. Two types of plant are used, plug plants and bare root plants. Currently, production accounts for 80% in small tunnels and 20% in high tunnels. High tunnels are becoming increasingly attractive because of the benefits they provide; some large producers doing 70% of their business in this form. According to professionals, if profitability of the crop so
allows, in 4-5 years large tunnels will dominate the landscape. Strawberry production is favored mainly by good weather, the observance of good conduct and control of fertigation. On the other hand, excessive rainfall and high temperatures are the major limiting factors, as well as steadily increasing production costs.. Controls are carried out by packaging units in recent years, providing leadership by engineers in charge of monitoring conduct, purposeful fertilization, choice of product, cost rationalization, the diagnostics through soil and foliar analysis, etc. This collaboration, coupled with the standards required for export, among others, have allowed progressively higher level of control over the process (production, crop protection ...) and technical expertise of producers many of whom are agronomists. To be noted is that Moroccan exports increased during the last crop seasons, first to meet European demand and also due to the installation in Morocco of large European firms investing in packaging and freezing units, and building of structures integrating producer groups affiliated thereto. According to EACCE data, export costs have steadily increased since 1990 and were between 20 and 27,000 t in recent years. With 99.95% of the tonnage, the European Union is Morocco’s virtually sole client. France occupies the leading position with 58%, followed by Germany (15.7%), England (14%) and Spain 11.8% (5 year average). The remaining 0.5% is divided among the other European countries and the Gulf countries.
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Fruits and vegetables sector
High degree of technical skills To speak about the history and development of greenhouse crops, one of the best success stories in Morocco’s farming, is a challenge especially in such cramped spaces. Thanks to the efforts and sacrifices made by all stakeholders such results have been and continue to be secured in this sphere.
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n the past, everything started from a succession of disquieting observations and signals of alarm fifteen years after independence regarding the decline in exports, above all pointing to the deficient production techniques. Today, 40 years later, it is legitimate to ask questions about what happened to marketing gardening of early vegetables, especially indoors, at the time presented as the flagship solution for the re-organization of a sector vital
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to Moroccan fruit and vegetable exports. To believe most professionals, foreigners who visit sheltered crops in the Souss-Massa region express surprise at the high level of sophistication present in the sector. State-of-the art agriculture comparable to what is practiced on a par with practices in the most advanced countries, and well adapted to local conditions to grapple with the many challenges that have come to the fore over its lengthy development.
Looking to the future, professionals are optimistic and adapt to the requirements of increasingly demanding markets. Compliance with health and environmental protection standards, rules of certification and traceability, continuous diversification in supply, among others, are essential assets enabling Moroccan produce to continue to occupy a top position on shelves serving the most demanding consumers. To be noted is that farmers are more greatly prone to hire engineers and
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High technicity
technicians to manage their farms, whose experience remains a key factor in meeting with success. Therefore, today no one is surprised to attend discussions between farmers, farm managers and technicians on key issues pursuant to plant nutrition, biological control, etc. Similarly, control of production processes by virtually all producers, using the most recent technology best suited to our conditions, is no longer a secret.
Major technical developments
For many years, thanks to continuous development of production techniques, Morocco provides diversified horticulture, exemplary in terms of tonnage and quality, meeting the strictest international standards.
Infrastructure
After the golden period of crops under tunnels (Delta, Socodam etc ....), producers have switched to Canaries greenhouses based on a wooden structure. This type of shelter has made it possible to do away with space previously lost between the tunnels, as well as better land use in greenhouses. Similarly, as the volume of the Canary shelter is larger, thermal variations are more limited and resultantly, night temperatures more conducive. However, this type of shelter still presents a number of weaknesses. To overcome these drawbacks, ensure better ventilation and improved tightness, many producers have resorted to more sophisticated
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tunnel greenhouses (6 m in height) requiring substantial investment. As for phytosanitary treatment, greenhouse operators are increasingly abandoning tractor sprayers replacing them with fixed facilities. Treatments are activated from the head station and conveyed via a pipe inside the permanent tunnel greenhouses fitted with mobile nozzles making operations easier and safer.
Technical Route
Many technical improvements have contributed to the development of sheltered crops: The genetic potential of varieties that have become more productive making it possible to procure very high yields, greater uniformity, while exhibiting high or intermediate resistance to pests and diseases. Professional nursery Producers buy from nurseries specializing in grafted plants because the rootstock plant provides higher resistance to nematodes and wilt, which reduces the use of soil disinfection. Grafting can also make possible production over a long cycle from October to late June (about 24 bunches) and to withstand the winter. Drip irrigation It has now spread to all farms, with a full head station (filtration, metering pumps) where all controls are performed. However, management of irrigation differs from one manufacturer to another and the most advanced have adopted automated systems
(computers, capacitive sensors...). It is worth mentioning that the use of storage basins with geomembranes and booster pumps provide the producer a greater autonomy in carrying out this delicate operation. Rational fertilization management It is essential for obtaining high yields and good fruit quality (size, firmness, color ...) throughout the production cycle. This management requires a rational nutrition plan (the balance between inputs varies depending on the crop growth stage) based on analysis of soils, water and leaves during cultivation. Other types of input (Biostimulants, deficiency correctors, fulvic and humic acids, amino acids, etc.) also contribute to good crop management including the possibility of a nutritional supplement, combating deficiencies and the resolution of problems caused by stress provoked by cold, warm spells and the plant fruit load. Pollination the use of bumblebees has solved a crucial problem related to the lack of air movement and will serve as a replacement to mechanical vibration. Its use has spread, fueled by lower cost per hectare. The use of bumblebees for pollination made necessary the rationale pursuant to the use of pesticides the emphasis being placed on compatible substances. Tying and soil layering It facilitates farm hand work and help lengthen the production cycle. To be noted is the widespread use of stilts
Matysha
A successful French-Moroccan company Tomatoes and melons production are the main focus of Matysha’s activities. The agricultural production occurs in two main locations: one near Agadir in Morocco and the other in M.I.N Saint-Charles in France. The company achieves an annual turnoverof 11 million euros and employs 900 persons. “Cherradi Domaines” and its producers exploit over a 300 ha-field: 80% are dedicated to tomatoes and 20% to melons and other vegetables. The “domains” produce more than 20 000 tons of tomatoes, 1 000 tons of melons and 3 000 tons of other vegetables every year. The 2013 objectives are fixed at 25 000 tons for export, 15 000 tons for national market and retail (Marjane, Label Vie and Carrefour). The whole production is under Globalgap certification standards, which allow them to reach a high quality level for their produce, in terms of taste, flavor and texture. The company is also constantly improvingits logistics and production methods. Work safety, quality
and hygiene do matter at Matysha. The company offers frequent training program to the staff, insures them a medical assistance and offers them good work conditions. Production is stored and packed in Matysha MAROC station, 30 km south of Agadir. It is a 30 000 m2 station, with a total capacity of 45 000 tons, split within 40 000 tons of tomatoes and 5 000 tons of vegetables. 570 paddles could be stored. This station hasa total cooling system, which is unique in the region. In order to control the whole production channel, besides its production activities, Matysha decided to create a nursery. Matysha also owns a 5 000 m2 storage place in M.I.N Saint-Charles in Perpignan,
with quality control lab and fridges. Marketing, quality engineers and controllers are also based there to be in direct touch with customers. To share its experience and facilities, Matysha created Matysha Business Center. It proposes a wide range of services as jurisdiction, storage, administrative assistance, accounting, notary and post services. Besides, a private club allows its members to share professional contacts and facilitates business.
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High technicity as an aid to completion of this work as soon as required by the height of the plant (tying, harvesting, etc.). This makes it possible to reduce the pain of work and bettering productivity (limiting the bent over position). Soil disinfection Pursuant to the Montreal Protocol of 1992, like other developing countries Morocco proceeded to freeze consumption of methyl bromide in 2002, to reduce use by 20% in 2005 leading to general elimination in 2015. However, traders had decided to advance the program and halt use ahead of schedule. Current alternatives are as follows: - Nematicides: there are many and they have variable effects. Some are applied via the drip system. Others, either chemical or biological, can be used during cultivation. - The soilless cultivation is being developed gradually either on coconut fibers or fibrous peat or just on sand and gravel in the regions of Agadir and Dakhla.
Integrated pest management and supervision
Like in the past where upon the appearance of any new threat, the sector had to counteract, adapt and control production to hold on to buyer trust, in the future new constraints will occur and we need to be prepared. With regard to phytosanitary considerations, European laws and standards of residues are becoming increasingly stringent. To adapt, our exporters are opting for the rationale of chemical control and reserve greater space to organic produce. Professionals are aware that the two keys to the future of protected crops invariably consist of integrated pest management and assistance to farmers for better control of the process. In the future, this method of control will become more widespread as many producers are starting to be won over to place their trust therein.
Initiation of IPM
After a few attempts to fight whitefly, thrips and aphids, IPM really took off 26
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in 2009-2010 after the outbreak of tuta absoluta. Initially, the damage was significant and producers hit by this plague readily accepted IPM by giving priority to biological control. The future of IPM for tomatoes will depend on the manner of management. Many input providers have field teams consisting of technicians and sales engineers in constant contact with producers so as to monitor the different stages of production.
Necessary Diversification
It is imperative to continue along the way to diversification through the development of products other than those limited by quotas. The potential is high for some products that can be exported 12 months a year (green beans, flat beans, radishes, asparagus, sweet corn, etc.). In addition, several types are available for the same product (cluster tomato, cherry, olive, bullock’s heart, etc.), each corresponding to a precise niche. S i m i l a r l y, to extend the timetable for the Moroccan offerings, there is now migration to the south of the country, where the beneficial climate makes possible production almost all year long. In Dakhla about 800 ha are cultivated with high value added products such as cocktail tomato, cherry and green Charentais melon. In the future, it will be necessary to invest more interest to niches such as organic farming, fourth line products (ready to consume) requiring special care (3-4 days life span, cold chain, etc.).
Organic farming
The European market is the top destination for organic early vegetables. Annually it absorbs
more than 97% of export tonnage. France remains the principal outlet for these products, focusing on average 94% of total exports. In terms of competition, we are witnessing weakening Spanish production and the Canaries are virtually off the market. An opportunity definitely to be seized. In addition, heated crops in Europe could be hindered (environmental protection) to the benefit of Morocco, where production is more natural.
Marketing
Many groups have already established hubs in major European markets (Rungis or St. Charles) to better control the market, in the knowledge that the most modern system is through direct contact with retailers. In terms of transport which has seen a marked improvement (trucks and containers) one is called upon to reflect on future development so as to deal with the new environmental constraints such as carbon footprint declarations. To be noted is that today full rotation is provided from Agadir (maritime highways).
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Innovation,
solution to the crisis? In these uncertain times, the crisis is not affecting only fruit and vegetable production. The global economy is wavering and currencies are shaky. In a nutshell, obtaining clear-cut margins has never been more difficult. Although each company has well-proven production know-how, methods and other assets, in times of crisis the cards have to be reshuffled and there is no other choice than to devise new strategies designed to confront this situation. Within these strategies, innovation plays a major role. It concerns inter alia human beings, organization, equipment, marketing strategies, and of course innovative seeds varieties and their impact on the commercial approach.
Technical innovation in production Production contains its share of challenges whatever the season in conjunction with the environment, climate, water, pests, etc. The mission of a grower is to maintain high vigilance to detect environmental signs helping estimation of future market needs and providing the means to quickly develop varieties adapted to new conditions. Therefore large vegetable plant breeder companies have 28
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recruited skilled field teams close to the producers and at the same time invested considerable resources in laboratories and cutting edge technologies, without resorting to genetically modified organisms that develop much faster than previously new traits and resistant varieties making it possible to fetch higher yields.
Opportunities in the sector Markets are also undergoing rapid change. Thus, owing to economic uncertainties,distribution
of the export sector and the local market will be different, as will be the customers or even countries of destination. Customer needs will obviously change, as well as the logistics entailed. Moreover, supply to consumers through traditional channels, still preponderant in Morocco, is directed towards the retail sector where the customer is no longer under the influence of a seller. An attractive product meeting impending needs must be on offer. Innovation at this point must not only focus on the aspect
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Innovation
of being “new”, as the said product must also make the benefit easily recognizable by the consumer. Seedless grapes or “super sweet” pineapples are often quoted as produce that soon attracted a majority of consumers due to the qualitative difference represented. Magenta melons are also part of this category because, in spring, they offer quality assurance during a season when the melon usually constitutes a risky purchase. The development of a new variety takes into account the demands of production and consumers, and after the agronomic test phase, it has to be tested in industry: the views of
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shippers, importers, wholesalers and distributors count, and tests with consumer panels, and life tests in the store should be taken into account. To be noted is that the Internet and social networks have become indispensable tools to get closer to the consumer and his/her needs. Thus, beyond the purely taste factor, consumers are asking for greater convenience, which is reflected in the demand for easy and quick to prepare or pre-prepared produce, with minimal waste. Now customers are also very sensitive to price and the value it represents i.e. the perception of quality, safety, and image of themselves as prospective buyers. A new item must meet these four criteria: perceived quality, convenience, perceived value and price. In addition, the new product must also meet the traditional needs of industry: high quality logistics, good preservation, absence of waste; etc. Thus, marketing of earthy Bintje potatoes was witnessed in Europe in the form of universal 25 kg bags changing to 2.5 kg nets of washed potatoes for fries, puree or gratin, through a strong appreciation in the retail price. This very original segmentation by end-use products is found in the promotion of certain varieties of tomatoes for consumers, according to use: for sandwiches in England, soup in the Netherlands, kebabs in Turkey, ratatouille in France and gazpacho in Spain. Speaking specifically to customers who love cooking, it is the focus on their own talent and attention to ingredients used which is of such high value. They will therefore easily
recognize the advantage of using a particular variety of tomato for the relevant recipes. Marketing must be consistent with this positioning, and packaging must bear a clear and recognizable message to the buyer. A trademark may be a sign of success if sufficiently exposed (minimum volume), and associated with a recognized quality. The rapid development of eating out, the multiplicity of its models (table, canteen, fast food, sandwich; etc.) also creates new highly specific needs. If these businesses are known to be under severe price constraints, they can also enhance product characteristics different to those claimed by distribution, i.e. conservation, output, suitability for mechanical cutting, mixing with other ingredients, behavior on the plate, quick to cook, consistency, and decorative properties are all good examples. Eating out requires specific groceries and frozen items. On the other hand, the supply of fresh produce is almost identical to that of supermarkets. This constitutes a market opportunity for differentiated products, such as a range of fresh vegetables grown for permanently fresh sandwiches appearing as if they had just been made. Food, beyond a primary need, in many human societies constitutes a pleasure and social bond. The variety of cuisines, from one culture to another, even though sometimes rendering the supplier’s job more complex, affords a tremendous opportunity for growing good and healthy fruits and vegetables, keeping in mind that their finality is to serve as ingredients in creating an appetizing meal.
The Moroccan Association of Producers and Producers/Exporters of Fruits and Vegetables Av. Mly Ismaïl, Dar Illigh – Imm.A5- Bur 209 - Cité Nahda – Agadir- Maroc
AFFILIATED EXPORTERS GROUPS AGAFONTE Tél. : +212 (0) 5 28 24 62 04 Fax : +212 (0) 5 28 24 62 09 E.mail : djawhara@menara.ma
AGRI-SOUSS Tél. : +212 (0) 5 28 22 67 60 : +212 (0) 5 28 22 32 42 E.mail : agrisouss@menara.ma
FRESHPRIM Tél.: +212 (0) 5 28 81 22 25 - Fax : +212 (0) 5 28 81 22 34 Email : freshprim@yahoo.fr
MARAISSA Tél.: +212 (0) 5 22 97 23 12 Fax : +212 (0) 5 22 97 22 79 Email. : secretariat@azura-maroc.com
DELASSUS Tél.: +212 (0) 5 22 35 39 06 Fax : +212 (0) 5 22 35 55 55 Email : kbs@delassus.com
LES DOMAINES Tél.: +212 (0) 5 22 39 85 00 Fax : +212 (0) 5 22 93 33 00 Email : dcgeda@casanet.ma
GPA
The Apefel regroups 550 producers / exporters and 80% of moroccan fruits and vegetables export. Our contraints, our ideas and our solutions ! An adequate formation and information. A respected traceability.
Tél: +212 (0) 5 28 84 59 06 Fax : +212 (0) 5 28 84 59 05 Email : contact@gpa-exort.com
ROSAFLOR Tél: +212 (0) 5 28 82 19 25 Fax : +212 (0) 5 28 84 32 14 Email : rosaflor@rosaflor.ma
Water is scarce, we learnt to optimise it.
MATYSHA Tél: +212 (0) 6 61 69 16 99 Fax : +212 (0) 5 28 81 02 40 Email : station.matysha@matysha.com
PRIM ATLAS Tél: +212 (0) 5 28 82 67 90 Fax : +212 (0) 5 28 82 67 88 Email : primatlas@menara.ma
We respect the international standards.
SUNCROPS Tél. : +212 (0) 5 28 82 85 36 Fax : +212 (0) 5 28 82 85 38 Email : suncropsexport@menara.ma
FRESHEXPRESS Tél. : +212 (0) 5 28 24 59 49 Fax : +212 (0) 5 28 24 40 51 Email : romayafreshexpress@gmail.com
Promoting the Moroccan product.
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Market gardening Successful diversification
The Moroccan market gardening landscape has seen broad change over the past decade. The shift to diversification and range expansion once again has come to the fore this year. This development promotes the consolidation of Morocco on external markets in specific niches.
M
orocco has managed to quickly adapt to new international requirements. Starting a few years back with a virtually mono-variety and little diversified offer, vegetable producers now propose a very broad range. This diversity allows the Morocco origin to strengthen its position on markets where demand is also attempting to become increasingly segmented. In forthcoming years we can expect an even larger scope in multiple diversification in a bid to satisfy consumer demand increasingly on the lookout for gustative originality. To remain competitive, companies have to constantly innovate and offer in each crop year new and original products. Moroccans have well understood this and in this field show wideranging flexibility. The success of this transformation is due to the convergence of several factors such as increased production surface, improved growing techniques, high 32
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quality greenhouses and marketing channels.
Diversification of Production Areas The diversification of Moroccan early vegetables is also defined by the expansion of production areas. A sometimes voluntary migration to the benefit of the expansion of marketing niches for one product, sometimes occurring under the constraints of local growing conditions. After a high increase in surfaces planted to Charen-
tais melon over recent years, some stabilization has occurred. Production is divided into four main areas, yet over 60% remain concentrated in the Marrakech region, followed by Agadir, Dakhla and Northern Morocco. Development in the northern region, despite a loss in terms of earliness, is due to the availability of land and water not so easily available in southern climes, in addition to easier market access. Dakhla melons are a fine example of a regional specialty making it possible to work on a limited and yet very promising niche. A handful of producers have focused on this region, located 1,000 km south of Agadir. Local climatic conditions make it possible to work on a very early niche, with winter and spring melons. As early as November and December, small volumes are sent to the very special and limited Christmas melon market. Production peaks in March and May. This early niche is
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Diversification difficult and very demanding in that the product is scarce and expensive and must satisfy the demanding customer. These spring melons are a decisive seasonal entry product, which should attract customers and build loyalty over the entire crop season. It needs to be perfect in terms of quality and taste. There are other specific regional developments that become significant and could grow over forthcoming seasons. The Safi region, for instance, offers a warm microclimate conducive to growing tomatoes, beans and zucchini. In turn, the Nador region offers the advantage of quick access to Almeria by ship. The development of diversified tomato crops has been mounting over recent years.
Specific Products for Target Markets Diversification inside a specific segment makes it possible to meet the demands of highly targeted markets. Pepper offerings have greatly expanded over recent years, and each variety corresponds to a very particular consumer. Kappy type peppers are geared to German, English and Scandinavian consumers. The medium size California type (short square pepper) is appreciated on Swiss, German and English markets, while the big sizes are dedicated to the French market. Hungarian paprika (white cream to yellow color conical fruit) is exclusively intended for Eastern markets and Padrone peppers (7 cm small hot pepper) for the Spanish market. Another product targeted to a particular market is sweet corn on the cob. Volumes have steadily grown since the first trials on this crop for export some fifteen years ago. The target market is a small niche, but few competitors can fit into the 34
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targeted slots, namely autumn corn from November to midJanuary and spring corn from mid-April to late June.
Emergence of new Products Enrichment of new varieties in the range of Moroccan early vegetables is constant. White and green asparagus varieties continue t o grow year after year. The target niche is early, from January to April, before the start of European output. Over this period, demand is strong and continuously growing, offering a broad development potential for this product. Among the latest products introduced onto the market, the emergence of seedless watermelons has been observed over the last 3 years. This innovation is still
grown on a small scale but nevertheless appears to hold promise. Red squash, developed in the Taroudant and Marrakech regions for the Spanish market, leeks, exported as finished product but mostly as plants, and even carrot wilts, raspberries, flat snap beans, etc. have been recently introduced and will soon be the subject of much conversation.
Market Trends By diversifying their offers, entrepreneurs secure their productions. By working on multiple cultures at the same time, the risks of market hazards are being contained by increasing opportunities to build upon the most promising niches. A significant phenomenon especially for medium-size businesses
struggling to gain p o s i tions while confront i n g lar-
ge structures that penetrate markets with high tonnages. Diversification products allow them to work on small niches involving less competition. From a business perspective, producers seek to diversify their sales systems. Producers are increasingly inclined to move toward a system of partnership contracts. Directly established with the buyer early in the crop year, they set prices and volumes for the upcoming season. This marketing method allows for secure exchange and limitation of losses while provid i n g a long term vision and ability to anticipate the situation over the ensuing months.
Organic Farming
A promising diversification niche Organic farming constantly attracts new consumers particularly aware of their health and realizing the impact of diet thereupon. The choice of “100% organic� is certainly reserved to more experienced growers highly cognizant of such crops. Certified organic produce tends to be grown as diversification products, on already well established conventional operations seeking to expand their range and reach new markets. They are therefore produced as traffic builders within a wider marketing approach. This double conventional-organic label is also truly rewarding for the enhancement of corporate image.
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