As the European Union reaches its saturation point for fruit imports and chooses domestic options over those from abroad, Morocco is looking to strengthen its citrus industry through a strategy of export market diversification as the kingdom is reaching out to Eastern European markets.
Russia is currently the foremost choice among Morocco’s citrus exporters, who send 44% of their product to Russia each year at a value of $102 million. Looking forward, Russian appetite for the Maghreb’s citrus is set to rise by 50% in 2008. At the same time, Morocco is currently identifying other potential markets on the way to Russia, including other Eastern European markets such as Poland, Bulgaria, Hungary, and the Czech Republic.
A garden for Russia
The burgeoning Eastern European market has changed the nature of Morocco’s citrus export business as Western Europe, particularly France, has moved away from its role from being the leading destination for Moroccan citrus exports relying instead on inter-EU production. According to Ahmed Ait-Oubahou, professor of horticulture at Hassan II University, “Morocco used to be the garden of Europe.” He attributes the recent drop in Moroccan citrus exports to Europe to an increasingly competitive Spain, which has boosted production in its citrus industry reaching 6 million tons a year, four times more than what Morocco produces.
In addition to Spain’s overwhelming supremacy in output, favorable trade conditions between EU member countries is adding to the repositioning of sourcing citrus production. According to the Morocco’s National Citrus Sector Analysis, “a maximum tonnage limit is imposed on Morocco for fresh oranges totaling 306,800 tons from December 1 until June 31 and for fresh mandarins totaling 143,700 tons from November 1 till the end of February. In addition, during these periods, an entrance reference price applies and it is of $407 per ton for oranges and $747 per ton for mandarins.”
While its access to EU markets remains limited by protectionism, Morocco is looking to safeguard and enhance its citrus sector, which accounts for 20% of agricultural production, by securing important new trade partners. Experts remain hopeful but are somewhat weary about exports to the American market, which should be encouraged under the new Free Trade Agreement between Morocco and the United States.
Although the hopes are there, the US might not be able to supply the gap left by the EU’s waning demand as the country continues to maintain regulations on imported citrus, including ‘cold treatment’, a process which subjects citrus products to temperatures of 2 degrees Celsius for up to 18 days, which some consider harsh and damaging. While this requirement aims to reduce the risk of spreading the Mediterranean fruit fly to North America, it has not prevented the bug from reaching citrus states such as Florida and California.
Industry experts consider the process a soft form of protectionism aimed at maintaining domestic production in the face of more efficient foreign competition. For Morocco, which has never exported fly-ridden fruit to the US, the regulations seem overly stiff. “The US should open their markets” said Ait-Oubahou, who claims Moroccan citrus will not compete with America’s domestic citrus since they are not produced during the same period. “If you find different crops, this is better for the consumer. Some like mandarins, some navels … we must give a wide variety to consumers.”
It remains to be seen whether the Free Trade Agreement will lead to an increase in citrus exports to America. In the meantime, Russia and Canada are enjoying access to Morocco’s succulent citrus. In the winter of 2006, 30% of Russia’s winter crops were destroyed by a deep freeze. This reduction in domestic fruit production led to a rise in fruit imports, notably in apples from China, and to a shift in consumption to less expensive fruits like bananas and citrus.
The evolution of the Russian market over the last decade as well as an improvement in quality of life has corresponded with increased fruit consumption among Russia’s 140 million inhabitants. Federal Customs Services reports that although bananas are still Russia’s leading fruit import, citrus products are not far behind, particularly oranges, tangerines, lemons and grapefruits. With EU markets increasingly unattainable, Russia represents an important harbor for Moroccan fruit, and possibly a first step in the conquest of emerging Eastern European markets.

Pushing domestic citrus on international markets
Morocco currently belongs to the top five citrus producing countries, following Spain, Italy, Egypt and Turkey. However, those countries have been actively investing in expanding production, while in Morocco production is actually on the decline. Reports indicate that over the past decade, Moroccan citrus production has been stagnant, or even slightly declining. Lower production means fewer exports. If Morocco was exporting upwards of 700,000 tons a year in the early 1980s, in 2006, citrus exports were reported to be at only 450,000 tons a year.
Frequent droughts and erratic rainfall over the past few decades are partly responsible for lowered overall productivity in the agricultural sector, although climactic conditions have improved since 2001. In contrast, production of oranges in Turkey nearly tripled in the period between 1965 and 2005, and in Egypt production is also on the rise. Egyptian citrus is already competing with Moroccan citrus for dominance of the Russian market, and Turkey, given its geographical proximity, could pose a serious threat to the future of Moroccan citrus exports to Russia and Eastern Europe.
Is there a future in fruit?
Morocco’s unemployment and poverty levels are likely to be affected by any market movements in citrus as Morocco’s agricultural sector as a whole accounts for nearly half of Morocco’s employment. In the coming years, increased investment in the sector is expected to fund industry expansion and hopefully to develop the kind of production surpluses aimed for it to expand into new markets abroad and maintain industry employment levels.
Coming in second to citrus are Moroccan tomatoes, which have shown promising signs for the country’s agricultural industry. In 2007, Morocco experienced a 40% increase in tomato exports to EU markets. With citrus exports averaging 460,000 tons a year, tomato exports are not far behind at 300,000 tons a year.
However, Morocco’s citrus remains a favorite for its taste. The colorful fruit, ripened on Morocco’s sunny southern cost in December at a time when Muscovites are bearing below-freezing temperatures, will brighten the short days of many Russians for winters to come.









