Moroccan Citrus Cooperative M’Brouka Sets Sights on Singapore and Malaysia

Cooperative M’Brouka – a nearly 60-year-old citrus growers’ cooperative from Morocco – is introducing itself to fresh produce buyers in Southeast Asia at the historic trade mission organized by FAO and EBRD on April 22-25, 2025. Based in the fertile Souss Valley of southern Morocco, M’Brouka has long been a major player in citrus, known for its high-quality mandarins and oranges. As it extends its reach to Singapore and Malaysia, the cooperative brings a blend of deep farming experience, modern packing infrastructure, and a track record of reliable exports.

Decades of Experience in Morocco’s Souss Valley

Founded in 1967, Cooperative M’Brouka is rooted in Morocco’s Souss-Massa region – an area celebrated for its ideal citrus-growing climate. The cooperative’s history spans nearly six decades of farming and export experience. Over this time, M’Brouka has grown from a local packing house into one of Agadir’s leading citrus exporters, earning the trust of international clients through consistent quality (see: Coopérative Agricole M’brouka | LinkedIn). Its cooperative structure unites dozens of grower members under a shared vision of excellence and sustainability.

Read also: Morocco’s Citrus Industry: A Global Powerhouse Fueling Markets with Excellence and Innovation

Key Facts about Cooperative M’Brouka:

• Established: 1967 (nearly 60 years of citrus farming heritage) (Coopérative Agricole M’brouka | LinkedIn).
• Grower Members: 70 farmers, managing 148 orchards across 2,000+ hectares of citrus in the Souss Valley .
• Production: Wide range of citrus fruits (easy-peeler mandarins, clementines, and oranges) harvested almost year-round, leveraging the region’s ideal climate.
• Infrastructure: A modern 16-hectare packing facility equipped with advanced grading lines and cold storage for 8,000 tonnes of fruit. The station can process up to 60,000 tonnes per season, ensuring ample capacity for peak harvests.
• Exports: Annual exports average 40,000 tonnes. Including regular shipments to Singapore and Malaysia.
• Quality & Standards: ISO 9001–certified since 2000, with rigorous quality control to meet international food safety and traceability standards. M’Brouka prides itself on integrated production – from orchard management to packing – to guarantee consistency and freshness.
• Workforce Development: Around 20 training programs for staff are conducted each year, reflecting a commitment to developing skilled workers in harvesting, packing, and quality assurance. This experienced team of 350 people underpins the cooperative’s high standards.

Expanding Exports to Singapore and Malaysia

While relatively new to Southeast Asia, M’Brouka is already successfully exporting citrus to Singapore and Malaysia. In recent seasons the cooperative has shipped its premium easy-peeling mandarins to both countries, building a foundation in these markets. Morocco’s citrus industry as a whole has begun making inroads into ASEAN – last year Morocco supplied several hundred tons of mandarins to the region, primarily targeting Malaysia and. M’Brouka has been part of this trend, leveraging its existing export logistics to serve clients in these distant markets. The fruit arrives fresh thanks to efficient cold-chain handling and Morocco’s proximity via the Suez route.

Importers in Singapore and Malaysia have already had positive experiences with Moroccan citrus. The cooperative reports that its mandarins have been well received for their taste and quality consistency, giving confidence to both retailers and consumers. “Exporting to Singapore and Kuala Lumpur has proven that our citrus meets the high standards of ASEAN customers,” a representative of M’Brouka noted. With each successful shipment, the company is strengthening its relationships and brand recognition in the region.

Read also: KRONE F&V: Delivering Premium Moroccan Fruits & Vegetables to Global Markets with Quality and Sustainability

By already having a foothold in Singapore and Malaysia, M’Brouka sets itself apart from would-be newcomers. The cooperative has navigated import protocols, established distribution links, and demonstrated that Moroccan mandarins can thrive alongside the competition on ASEAN shelves. Going forward, M’Brouka aims to scale up volumes to these markets, confident that its nearly 60 years of know-how and robust production capacity will enable it to meet growing demand. Its strategy includes tailoring products to local preferences – for example, offering smaller-sized easy peelers popular during Lunar New Year, and ensuring packaging and branding appeals to Southeast Asian consumers.

Moroccan Mandarins – Prized Globally for Taste and Timing

Morocco is renowned worldwide for its citrus fruits, especially its mandarins and clementines. Industry experts often cite Moroccan mandarins as among the best in the world, thanks to a combination of exceptional taste, favourable seasonality, and sustainable cultivation practices. Here’s why Moroccan mandarins (such as the famous Nadorcott variety) are so valued in global markets:

• Outstanding Flavour: Moroccan mandarins are celebrated for their sweet yet tangy taste. Sugar levels typically range around 12–14% Brix with a balanced sugar-to-acid ratio, giving a rich sweetness with a refreshing hint of acidity. They are also rich in vitamin C (60–70 mg/100g). This flavour profile differentiates them from some milder competitors and is a hit with consumers worldwide.
• Easy to Eat: Most Moroccan mandarins are seedless or near-seedless and very easy to peel – traits highly appreciated by consumers. For example, the Nadorcott (developed in Morocco and now grown globally) is naturally seedless and sports a thin, glossy rind that comes off effortlessly. This convenience factor makes Moroccan “easy-peelers” especially popular for kids’ snacks and on-the-go consumption.
• Late-Season Availability: Morocco’s climate allows its mandarins to ripen later in the season when others have finished. Varieties like Nadorcott are harvested from January through April, well after Spanish clementines (which peak in November–December). This extended seasonality means Morocco can supply fresh mandarins in winter and spring – a huge advantage for importers looking to stock citrus outside the Mediterranean peak months. It fills a supply window when many competitors are off-season.
• Long Shelf Life: Thanks to the country’s dry climate and careful post-harvest handling, Moroccan mandarins have excellent keeping quality. They can be stored for 2–3 months at ambient temperatures without losing freshness. This durability is crucial for reaching far-flung markets like Asia in good condition. Morocco’s modern packing houses use efficient sorting, grading, and packaging systems to preserve fruit quality, enabling long-distance exports with confidence.
• Sustainable, Quality-Focused Production: Morocco’s citrus growers have increasingly adopted sustainable farming and high standards, bolstering their fruit’s reputation. For instance, widespread use of drip irrigation and drought-resistant rootstocks in Morocco’s orchards helps conserve water and maintain yields during dry. Even amid recent severe droughts, these investments in modern irrigation and orchard management have kept quality high and ensured supply reliability. Additionally, strict adherence to global food safety standards and certifications (GlobalG.A.P., ISO, etc.) is common, which reassures importers about consistency and safety. As EastFruit analysts note, Moroccan exporters have extensive experience serving premium markets in Europe and North America, so they are adept at meeting stringent quality and traceability requirements.

It’s no surprise, then, that Moroccan mandarins are prized globally and often command premium prices. In many ways, they offer an ideal combination sought by produce buyers: excellent eating quality, good shelf life, and a seasonal niche that can extend a retailer’s citrus offering. Major import markets such as the EU, Russia, and USA and Canada have long been importers of Moroccan citrus. Now, increasingly, Asian markets are discovering the appeal of these fruits as well. For Singaporean and Malaysian consumers, Moroccan mandarins – with their bright colour, fragrance, and sweetness – can be an exciting addition, especially during periods like the Chinese New Year when demand for top-quality mandarins runs high.

Photo: FreshPlaza

Singapore and Malaysia: Attractive but Competitive Markets

Singapore and Malaysia stand out in ASEAN as dynamic, attractive destinations for fresh produce exporters around the world. Both countries import a large portion of their fruits (Singapore in particular relies almost entirely on imports), offering lucrative opportunities to suppliers who can meet their standards. In recent years, Southeast Asia’s mandarin imports have surged, and Singapore and Malaysia have been at the forefront of this growth. During the 2023/24 season, the region (excluding Vietnam) imported around 440,000 tonnes of mandarins – an 8% increase over the previous year and near the all-time record.

Experts project that Southeast Asia (including Vietnam) could import up to 800,000 tonnes of mandarins annually in the near future, rivaling the volume of major markets like Russia or the EU. Importantly, unlike Europe or North America, Southeast Asian demand is expected to grow rapidly in the coming years as incomes rise and consumers seek more quality produce. This makes markets like Singapore and Malaysia especially attractive for exporters such as M’Brouka.

Singapore is a high-value market with sophisticated buyers and an appetite for premium fruits. Its cosmopolitan consumers are used to top-quality produce from around the globe, and the country’s efficient ports and distribution make it a regional hub. Malaysia, with a larger population, has a strong tradition of fruit consumption and a growing middle class. Both countries have significant ethnic Chinese communities for whom mandarins hold cultural significance – particularly around festive seasons – boosting demand for the fruit. In 2023, Malaysia’s mandarin imports jumped sharply (one report noted a 34% growth rate in citrus imports among key ASEAN markets), reflecting this rising demand. These factors create a compelling opportunity for suppliers who can deliver quality and consistency.

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However, ASEAN markets are also highly competitive. China overwhelmingly dominates mandarin supply to Southeast Asia, accounting for roughly 60–68% of total imports in the region. Chinese “easy peelers” are available nearly year-round (with peak volumes in Dec–Jan), giving buyers a very steady source. Alongside China, Pakistan has a strong seasonal presence – its Sindhri and Kinnow mandarins flood the market in the winter months. Other exporters like South Africa, Australia, and even nearby nations (e.g. Vietnam, Thailand locally) supply citrus during different windows. In recent years, new entrants such as Egypt and Morocco have begun vying for a share, but currently their footprint is rather small. In the 2022/23 season, for example, Morocco shipped under 1,000 tonnes of mandarins to Southeast Asia, whereas Chinese exports were in the hundreds of thousands of tonnes. What this means for any supplier – including M’Brouka – is that success in Singapore and Malaysia is hard-won: one must offer either superior quality, better timing, or a competitive price (ideally all three) to carve out a niche.

Fortunately, M’Brouka and Moroccan citrus in general have some key advantages to compete in these markets. In terms of timing, Morocco’s late-season mandarins can arrive from January through April, a period when Chinese supply may ease after its winter peak and before Southern Hemisphere fruits hit the market. This could allow importers in Malaysia/Singapore to have fresh mandarins in March and April when others are less available.

In terms of quality, as discussed, Moroccan mandarins are seedless and high-brix – potentially positioning them as a premium product, perhaps appealing to consumers who are willing to pay a bit more for better taste or convenience (for instance, upscale supermarket chains in Singapore could market them as a specialty citrus). Moreover, Morocco’s credibility in Europe and North America works in its favour; buyers know Moroccan exporters can meet strict standards, which can reduce the perceived risk of trying a new supplier. As EastFruit analysts have noted, exporters from Morocco can offer very competitive price-to-quality ratios for mandarins, thanks to their experience and efficient production, suggesting they have room to expand market share in Asia.

Of course, pricing and logistics remain challenges. Shipping fruit from Morocco to Southeast Asia can take several weeks by sea. The logistics costs can be higher than supplying closer markets, and any disruptions, such as last year’s temporary Red Sea transport issues, can impact volumes. However, the Moroccan industry is actively addressing these challenges – exploring optimized shipping routes, reefer technologies, and collaborative marketing to ensure their citrus arrives in peak condition. The fact that Morocco has maintained exports to such distant markets shows a commitment to serving them long-term, not just opportunistically.

For Singaporean and Malaysian importers, this competition between origins is ultimately a benefit: it means more choice and year-round availability. Morocco’s entry adds diversity to the supply base, reducing over-reliance on any single country. It also encourages all suppliers to keep quality high. M’Brouka appears ready to compete in this arena by highlighting what makes its fruit special (the flavour, freshness, and care behind it) and by being flexible to customer needs. The cooperative is open to adapting packaging, sizing, or even varietal selection based on feedback from ASEAN partners. This customer-centric approach will be key to building lasting partnerships in the region.

Building Trust and Partnerships in ASEAN

As Cooperative M’Brouka introduces itself to ASEAN markets, its message is one of commitment and reliability. The cooperative brings nearly 60 years of expertise backed by modern practices, and it has already demonstrated success in exporting to Singapore and Malaysia. For produce importers and distributors in these countries, working with M’Brouka offers an opportunity to diversify their supply with a trusted Moroccan source known for quality. The tone from M’Brouka is notably positive yet realistic – they celebrate the “vibrant world of citrus farming” in Morocco and the hard work that goes into every mandarin, but they also acknowledge the need to meet international expectations through certifications, innovation, and consistent service.

In the broader context, Morocco’s citrus sector is on an upswing in engaging Asian markets, and M’Brouka is at the forefront of this movement. The cooperative’s nearly two generations of farming knowledge, cooperative grower network, and investments in infrastructure signal that it is here to stay and grow in ASEAN. By forging trust – through delivering fruit that meets specs load after load, transparent communication, and perhaps even inviting ASEAN partners to visit its orchards and facilities – M’Brouka aims to build long-term relationships.

In conclusion, Singaporean and Malaysian fruit buyers can look forward to another season of sweet, seedless Moroccan mandarins on their docks, this time with a name and story attached. Cooperative M’Brouka represents the best of Morocco’s citrus industry: tradition blended with modernity, quality backed by quantity, and an eagerness to engage with new markets. As the ASEAN fresh produce trade continues to expand, M’Brouka’s arrival is a welcome development – bringing more choice to consumers and a new partnership opportunity for the industry. With a solid foundation already laid, the cooperative is poised to become a familiar and trusted name in the region’s citrus trade, offering “a symphony of flavour from Souss-Massa” to Southeast Asian tables.

At the end of April 2025, another historical trade mission will be organized by FAO and EBRD for fresh produce exporters from Morocco to Singapore and Malaysia. Detailed information about this event is available here and at the event’s landing page.