Malaysian buyers seal first Moroccan fruit deals at ‘Boleh La’ trade meeting

MOROCCO – Fifteen major Malaysian fresh produce importers gathered in Kuala Lumpur for a special B2B event under the slogan “Boleh La,” which means “it can be done.”

The meeting brought together top Malaysian buyers and selected Moroccan suppliers in a one-day session that set the stage for stronger agricultural trade between the two countries.

The event, supported by the FAO/EBRD Project and Morocco FoodEx, led to the first official deal for importing Moroccan fruits into Malaysia.

This marks a key moment for both Moroccan growers looking for new markets and Malaysian importers seeking fresh sources beyond the usual supply routes.

“We were very interested in meeting suppliers from a new country because we do have a lot of products from China on the market and consumers and traders are always looking for alternative suppliers,” said one Malaysian buyer.

He expressed confidence in Morocco’s Nadorcott mandarins and fresh blueberries, which he called “a promising addition” to the market.

Growing interest in Moroccan produce

Andriy Yarmak, an FAO Economist and Export Development Project Leader, shared that the level of interest in Moroccan products had been strong, even before the event began.

He explained that Malaysia’s annual imports of mandarins had been growing by 24% and blueberries by more than 42%, driven by steady economic growth and favorable demographics.

Yarmak noted that while pricing remained a key factor in Malaysia, buyers were still drawn to Morocco’s premium-quality fruits despite higher costs.

He pointed out that Moroccan blueberries were already widely available in Kuala Lumpur, including at roadside stands, and praised their consistent quality.

Partnerships Beyond Blueberries

While Moroccan mandarins and blueberries led the talks, the trade discussion also touched on long-term possibilities. Chloe Koay, Business Development Manager at Chop Tong Guan Sdn Bhd, explained, “For over 3 years, we have been primarily focusing on Nadorcott mandarins and blueberries. However, in my opinion, the potential of the Moroccan fruit industry in the Malaysian market is far from being fully realized.”

Looking ahead, Koay said they aimed to deepen these ties and explore bringing in more fruits such as avocados and dates. She added that her company also wanted to promote sustainable farming practices that would benefit both producers and consumers.

Momentum Builds in Southeast Asia

Yevhen Kuzin, Horticulture Market Analyst at the FAO Investment Centre, said that despite Morocco’s existing presence in Malaysia with blueberries and easy peelers, many local importers had been impressed by the broader opportunities Morocco could offer to the Southeast Asian market.

“Despite Morocco’s existing presence in Malaysia with blueberries and easy peelers, many local importers and traders were highly impressed by the opportunities that this North African country can offer in Southeast Asia,”

Idriss El Honsali of FoodEx Morocco added that the successful event in Kuala Lumpur followed a similar one in Singapore. He hoped these meetings would strengthen Morocco’s reach in the region and allow more Malaysian consumers to try Moroccan fruits.

This step may push trade discussions further, strengthening the groundwork laid at the “Boleh La” event.

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