Morocco has long been recognized as a leading exporter of high-quality fruits and vegetables, thanks to its favorable climate, fertile soil, and advanced agricultural practices. Among the key players in the industry is KRONE F&V, a company dedicated to delivering premium fresh and frozen fruits and vegetables to markets worldwide. Guided by the slogan “Premium Fruits & Vegetables from Morocco by Passion”, KRONE F&V continues the legacy of its founder’s grandfather, Mr. Abderrahmane Choufani, one of the pioneers of Moroccan tomato exports to Europe in the 1960s. Today, the company upholds the highest international food quality standards, ensuring that every product meets the expectations of global buyers.
KRONE F&V specializes in a diverse range of fresh produce, including blueberries, raspberries, blackberries, strawberries, avocados, mandarins (Nadorcott), baby plum tomatoes, intense cherry tomatoes, round and California peppers, Capia peppers, Medjool dates, and watermelon. Additionally, the company offers a wide variety of frozen fruits and vegetables such as frozen raspberries, strawberries, blackberries, blueberries, avocados, and frozen peppers (California and Capia).
With Morocco ranking as the third-largest tomato exporter in the world, KRONE F&V plays a significant role in positioning Moroccan produce on the global stage. The company’s certifications— GlobalG.A.P., GRASP, and BRC Food—underscore its commitment to food safety, sustainability and premium quality.
To gain deeper insights into the company’s vision, operations, and global positioning, EastFruit spoke with Abderrahmane Zouhir, Managing Director of KRONE F&V.
Ensuring Premium Quality in Every Step
EastFruit: What specific measures does KRONE F&V implement to ensure that its fruits and vegetables meet the highest international food quality standards?
Abderrahmane Zouhir: At KRONE F&V, we prioritize quality at every stage of the supply chain, from farm to final delivery. We adhere to strict international food safety and quality certifications, including GlobalG.A.P., HACCP, and ISO standards, ensuring that our products meet or exceed global expectations. Our traceability system allows us to monitor each batch from planting to distribution, guaranteeing compliance with food safety regulations. Additionally, our rigorous sorting, grading, and packaging processes ensure that only premium-grade produce reaches our customers, maintaining consistency and freshness.
The Uniqueness of Moroccan Fruits & Vegetables
EastFruit: In what ways do Moroccan fruits and vegetables stand out in the global marketplace, and how does KRONE F&V highlight these unique qualities to its customers?
Abderrahmane Zouhir: Moroccan fruits and vegetables are renowned for their rich flavors, high nutritional value, and extended shelf life, thanks to the country’s favorable climate, fertile soil, and advanced agricultural practices. Morocco’s strategic location enables fast and efficient exports to Europe, the Middle East, and beyond, ensuring freshness upon arrival. At KRONE F&V, we emphasize these advantages through transparent sourcing, premium branding, and customized packaging solutions tailored to each market. Our flagship brand, Al Madina Tomatoes, is a prime example of how we showcase Morocco’s high-quality produce by ensuring consistent taste, texture, and appearance that meet international consumer preferences.
Read also: Are fruits and vegetables from Morocco really that special and different?
Sustainability at the Core
EastFruit: How does KRONE F&V incorporate sustainable farming and environmental practices in its operations, especially considering the unique agricultural conditions in Morocco?
Abderrahmane Zouhir: Sustainability is at the core of KRONE F&V’s operations. We implement precision irrigation techniques, such as drip irrigation, to optimize water usage in Morocco’s semi-arid climate. Our farming partners follow Integrated Pest Management (IPM) to minimize chemical usage while maintaining crop health. We also invest in organic and eco-friendly farming methods, reduce food waste through optimized harvest planning, and use biodegradable or recyclable packaging to lower our environmental footprint. By working closely with local farmers, we promote sustainable practices that ensure long-term productivity while preserving natural resources.
“European buyers value sustainability and traceability, while Middle Eastern markets prioritize freshness and taste”
Global Market Presence
EastFruit: Which international markets does KRONE F&V primarily target, and how do these markets perceive Moroccan fruits and vegetables?
Abderrahmane Zouhir: KRONE F&V exports to Europe and the Middle East, with key markets including France, Romania, Germany, the Netherlands, the UAE, and Saudi Arabia. These regions appreciate Moroccan produce for its superior quality, affordability, and year-round availability. European buyers value sustainability and traceability, while Middle Eastern markets prioritize freshness and taste. In North America, there is growing demand for Moroccan organic and specialty produce. Through direct engagement, trade fairs, and tailored marketing strategies, KRONE F&V ensures that Moroccan fruits and vegetables are well-positioned and highly regarded in each market.
Innovative Approaches & Technology
EastFruit: What role do technological advancements play in your cultivation, harvesting, and transportation processes?
Abderrahmane Zouhir: KRONE F&V integrates cutting-edge technology to enhance efficiency, quality, and sustainability. In cultivation, we utilize satellite imaging, IoT-based soil sensors, and AI-driven data analytics to optimize crop health and yield. During harvesting, our advanced sorting and grading systems use automated vision technology to select the best produce, reducing human error. For transportation, we employ cold chain logistics and real-time GPS tracking to maintain optimal temperatures and ensure freshness during transit. These innovations help us deliver consistent, high-quality products while reducing waste and maximizing efficiency.
A Legacy of Excellence in Moroccan Agriculture
With a strong heritage in agriculture, KRONE F&V continues to uphold Morocco’s reputation as one of the leading exporter of premium fruits and vegetables. By combining sustainability, technology, and stringent quality control, the company ensures that its produce remains highly competitive in global markets. Whether it’s the juicy Nadorcott mandarins, premium Al Madina tomatoes, or a wide range of fresh and frozen berries, KRONE F&V is committed to delivering excellence, driven by passion and innovation.
In April 2025, the FAO/EBRD-led project, in collaboration with FoodEx Morocco, will organize a Trade Mission for Moroccan fruit and vegetable exporters to Singapore and Malaysia. As one of the key players in the sector, KRONE F&V will take part in this initiative, aiming to strengthen business ties between Morocco and the rapidly growing Southeast Asian market.
Moroccan fruit and vegetable producers interested in participating are invited to complete the registration process via this link. For any inquiries regarding the Trade Mission, please contact Yevhen Kuzin at [email protected] or Andriy Yarmak at [email protected].
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