Organic foods take off in Morocco but premium retailing stutters

Apr 15, 2019

Fimabio
According to Fimabio, the Moroccan industry association for organic farmers, organic food production reached 94,500 tonnes in 2018. This was mainly fruits and vegetables, of which 16,000 tonnes (17%) was exported. Land given over to organic farming was up 16% on 2017 to 9,850ha – a huge increase but below the 40,000ha the association had aimed for by 2020.

Fimabio has also reportedly signed an agreement with a Moroccan supermarket chain to create a dedicated in-store section for organic produce – a first in the country (although there is an existing four store chain of organic supermarkets, Green Village).

Fimabio has also created a fleet of trucks to take produce from farm to local markets. It is part of an initiative to implement a proper supply chain for organic produce, particularly to service major markets such as Casablanca, Rabat, Agadir and Marrakech.

Morocco continues to innovate at the premium end of the grocery retail market, although not always with success. It is notable that there is an indigenous organic and natural cosmetics online retailer, Bioland, for example, which offers national distribution and free delivery in the Rabat area.

In June 2017 we noted the launch of super premium Dean and Deluca style Le Bô Marché in Casablanca. The store, however, lasted barely six months and closed in early 2018.

In March 2017, Carrefour’s partner Label’Vie had launched its first Carrefour Market Gourmet store in Casablanca. With 2,000m² of retail space, 50% of which is dedicated to fresh produce, the store set the benchmark for premium grocery retailing in Morocco. In September 2017 a second Carrefour Market Gourmet opened, this time in Rabat. Eighteen months later, they are the only two stores under that banner to have opened in Morocco so far.

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