Morocco expands citrus market with business mission to Japan

MOROCCO – Morocco is aiming to increase its presence in the Japanese citrus market as part of its strategy to expand exports beyond traditional destinations.

The North African country, currently the third-largest citrus exporter in Africa after South Africa and Egypt, is focusing on Asia as a key growth market.

To strengthen trade ties, Morocco Foodex, the national body responsible for coordinating agricultural and food exports, is planning a business mission to Japan from April 14 to 19, 2025.

According to local media reports, the primary goal of this initiative is to raise awareness of Moroccan citrus fruits among Japanese consumers and industry professionals.

The decision follows Morocco’s successful entry into the Japanese market earlier this year after more than three years of negotiations on meeting the country’s strict phytosanitary standards.

Japan is the fifth-largest citrus importer in Asia, with imports valued at over US$270.5 million in 2023, according to Trade Map data.

A representative from Morocco Foodex emphasized the significance of this expansion, stating, “This mission is crucial in ensuring Moroccan citrus products gain visibility and recognition in Japan. We are committed to promoting the high quality of our produce.”

Despite the opportunity, Morocco faces stiff competition from established citrus suppliers such as the United States, Australia, Chile, and South Africa.

However, industry experts believe that Morocco’s climate and farming practices give it a competitive edge in producing high-quality citrus fruits.

The country has already established itself in key markets, exporting over 468,700 tons of citrus fruits worth more than US$456.5 million in 2023.

The primary destinations included Canada, the United States, France, Russia, and the United Kingdom. Expanding into Japan could further diversify Morocco’s export markets and reduce dependence on traditional buyers.

The U.S. Department of Agriculture (USDA) has forecast a 31% increase in Moroccan citrus exports for the 2024/2025 season, bringing the total to 597,000 tons.

This growth is linked to favorable weather conditions and improvements in irrigation and water management.

In 2024, Morocco produced substantial quantities of citrus fruits, reinforcing its position as a major player in the industry. Production figures include approximately 1.1 million metric tons of tangerines and mandarins, 960,000 metric tons of oranges, and 45,000 metric tons of lemons and limes.

Exports followed suit, with an estimated 500,000 metric tons of tangerines and mandarins, around 90,000 metric tons of oranges, and roughly 7,000 metric tons of lemons and limes being shipped to international markets.

A citrus exporter in Morocco commented, “Our sector is continuously improving, and with the right strategies in place, we can establish ourselves as a reliable supplier in new markets.”

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.