Morocco promotes its food industry in the United States

Morocco promotes its food industry in the United States

Morocco’s food industry sector is seeking to broaden its horizons in the US market. 

This intention was made clear at the Americas Food and Beverage Show and Conference held recently at the Miami Beach Convention Center. 

Miami, on the east coast of the United States, was the perfect setting for the exhibition of Moroccan food products with a view to increasing business opportunities and boosting exports of Moroccan national products to one of the world’s largest markets.

The Americas Food and Beverage Show and Conference served as a great stage for the exhibition of various food and beverage products and was attended by nearly 8,000 professionals from the sector, more than 700 exhibitors, more than 22,000 square metres of exhibition space and the presence of buyers from more than 90 countries. A great showcase for promoting products, such as Moroccan products. 

The guest of honour at the 2024 edition was Morocco, through its brand ‘Morocco, Kingdom of Taste’, and the Morocco Foodex entity, the food export control and coordination body, a public structure under the Moroccan Ministry of Agriculture, Fisheries, Rural Development, Water and Forestry, created in 1986 and, since then, dedicated to serving the agri-food and maritime products sector, one of the levers of the Moroccan kingdom’s economic growth.

MERCADO PRECIOS - PHOTO/ATALAYAR
Products from Morocco – PHOTO/ATALAYAR

The companies and managers of the Moroccan food and agricultural sector have focused on expansion in the United States, the world’s largest economic power and a very attractive international market, and are seeking further expansion in the aforementioned North American market, which would serve to multiply the export volume and develop this economic activity in a much greater way. 

This initiative is very relevant because the North African agricultural and food production sector is an important pillar of the national economy. 

The food industry contributes 26% of Morocco’s Gross Domestic Product (GDP), which is a remarkable figure. Hence the importance of maximising the potential of this sector for the Moroccan economy as a whole, which would lead to an improvement in the country’s export performance, attract more foreign investment and generate more employment.

The sector has great growth potential for Morocco, and the US market is a clear target, as demonstrated at the Americas Food and Beverage Show and Conference in Miami, where Morocco was the guest of honour. It is also an important gateway to the Latin American and Caribbean markets, in addition to the North American market. 

Youssef Amrani, Morocco’s ambassador to Washington, attended the event in Miami and pointed out that the Moroccan kingdom has a great food heritage and export capacity, as reported by Morocco’s official news agency MAP. 

‘With its exceptional culinary heritage and its growing export capacity, Morocco is proud to participate once again in this world-renowned fair, where we can showcase the excellence of our agri-food and seafood products to a US market increasingly interested in our exceptional national products,’ Youssef Amrani said. 

Mercado de pescado en la cuidad de Tánger - ATALAYAR/ GUILLERMO LÓPEZ
Fish market in the city of Tangier – ATALAYAR/ GUILLERMO LÓPEZ

Amrani, accompanied by the Consul General of the Kingdom in Miami, Chafika El Habti, recalled that this great fair, where Morocco was represented by a delegation led by the Director General of Morocco Foodex, Ghita El Ghorfin, ‘is not only a commercial showcase, but an opportunity to establish lasting partnerships, exchange ideas and contribute to the future of our industries’. 

‘With this perspective, and in line with the vision of His Majesty King Mohammed VI, Morocco is actively exploring a variety of structuring international partnerships, among which the relationship with the United States offers not only strong growth potential, but also unparalleled opportunities to absorb, over the years, a growing share of Moroccan exports in the agricultural and food sector,’ the Moroccan ambassador said, adding: ‘We are presenting to the US market, which is thirsty for our unique national products, the excellence of our food and seafood industry.’ 

Youssef Amrani indicated that this fair was not only a commercial showcase, but rather an opportunity to build sustainable partnerships, exchange ideas and contribute to the future of the Moroccan food and agriculture industry, as reported by MAP agency. 

In partnership with the World Trade Center Miami, the Moroccan pavilion at the fair, which was attended by nearly 8,000 industry professionals, showcased a wide range of products reflecting the diversity and richness of Morocco’s culinary heritage.

Banderas de Marruecos y Estados Unidos - PHOTO/AP
Flags of Morocco and the United States – PHOTO/AP

Amrani said that participation in the Americas Food and Beverage Show and Conference represents his country’s continued commitment to strengthening its position in the American market and enhancing trade exchanges with the United States. 

‘Thanks to the strong bilateral cooperation, embodied in the free trade agreement signed in 2004, the Kingdom is strengthening its position as a major player in the field of trade with North America,’ explained the Moroccan ambassador in Washington. 

He noted that Moroccan exporters have ‘a unique opportunity to boost their sales, establish partnerships with leading professionals and learn about developments in this sector’.

Bilateral trade exchanges saw remarkable growth, reaching 5 billion dollars last year, compared to only 925 million dollars in 2005. 

The value of US exports to Morocco also increased by 700%, from 480 million dollars in 2005 to around 3.4 billion dollars in 2023. 

Moreover, the value of Moroccan exports to the US tripled, reaching 1.6 billion dollars last year, up from 445 million dollars in 2005.


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