Moroccan blueberries have emerged as a formidable force in the international market, propelled by a combination of strategic investments, ideal agro-climatic conditions, and an ambitious market expansion strategy. What started as a modest initiative in the early 1990s has transformed Morocco into one of the world’s leading blueberry exporters. The country’s unique advantages and commitment to quality position its blueberries as a highly sought-after product on the global stage, highlights EastFruit.
A Journey of Growth and Expansion
The Moroccan blueberry industry’s ascent can be traced back to the early 1990s when initial trials in berry cultivation began. However, large-scale commercial production only took off in 2004, with a handful of producers pioneering the industry in the Loukos Gharb region. For the next decade, the sector experienced steady growth, but it was after 2015 that the industry witnessed exponential expansion, fueled by foreign investments and the expertise of experienced farmers. By 2020, Morocco’s blueberry production had surged to 35,100 tons—a remarkable 19-fold increase from its 2005 output.
According to USDA report, the 2023/24 season marked a historic milestone for Moroccan blueberries, with exports reaching approximately 67,300 tons—an impressive 25% increase from the previous season. This growth underscores Morocco’s strengthening foothold in the global blueberry market.
Read also: Are fruits and vegetables from Morocco really that special and different?
Strategic Market Penetration and Export Success
Morocco’s blueberry exports have grown significantly across various global markets, particularly in Europe. Spain remains the largest importer, receiving 20,100 tons—a rise of 11% from the previous year. The UK imported 14,600 tons (up by nearly 33%), the Netherlands 14,500 tons (a 42% increase), Germany 4,300 tons (a 25% rise), and France 3,900 tons (a 19% increase). Beyond Europe, Morocco expanded its reach into the Middle East, shipping 1,800 tons to the UAE, Saudi Arabia, Qatar, Kuwait, and Bahrain. In North America, Morocco exported 360 tons to the United States and 900 tons to Canada, while in Southeast Asia, key markets included Hong Kong, Singapore, and Malaysia.
Morocco’s Solidifying Success in the Blueberry Market of Singapore and Malaysia
As previously reported by EastFruit, Morocco is successfully expanding its blueberry exports to Southeast Asian countries. In MY 2023/24, Morocco supplied 610 tons of fresh blueberries to the markets of Singapore and Malaysia, matching the success of the previous season. Additionally, Morocco has had a strong start to the 2024/25 campaign, already delivering 55 tons of produce to these markets in December.
In recent years, Singapore and Malaysia have been actively increasing their blueberry imports, providing additional opportunities for exporters, including Morocco. In MY 2023/24, imports to Singapore grew by 16%, and to Malaysia by 73%. Consequently, Morocco became the third-largest supplier of blueberries to Malaysia and the fourth-largest to Singapore, behind China, South Africa, and Peru.
Why Moroccan Blueberries Stand Out
Several factors contribute to the rising demand for Moroccan blueberries, making them a preferred choice among importers worldwide:
- Ideal Agro-Climatic Conditions: Morocco benefits from mild winters and warm, dry summers, which create optimal growing conditions. This climate allows for multiple harvests and high yields, ensuring a steady supply of fresh blueberries throughout the season.
- Rich, Well-Drained Soils: Regions such as Souss and Oriental offer fertile, well-drained soils that enhance the berries’ natural sweetness, firmness, and overall quality. These factors make Moroccan blueberries highly appealing in terms of taste and texture.
- Strategic Geographical Location: Morocco’s proximity to Europe gives it a distinct logistical advantage. The short transit time ensures that blueberries arrive fresh in key European markets, maintaining their premium quality and prolonging shelf life.
- Market Diversification and Expansion: While Spain and the UK remain major importers, Morocco has actively pursued new markets, reducing its reliance on traditional buyers. By targeting Canada, Hong Kong, and the Middle East, the country ensures greater market resilience and growth potential.
- Quality and Innovation: Moroccan producers continuously invest in innovative blueberry varieties tailored to international consumer preferences. These efforts ensure that the country’s blueberries remain competitive in the face of increasing global production.
“Blueberries have captivated palates for centuries, not only for their exceptional taste but also for their numerous health benefits. At Hipeca, we cultivate premium blueberries in the fertile lands of North Morocco, handpicking each berry at peak ripeness. Our diverse packaging options—ranging from commercial packs and practical bags to charming terrines and rustic wooden boxes—are tailored to meet the needs of our discerning customers.” – highlights website of the Hipeca, one of the leading Moroccan exporters of high-quality fruits and vegetables.
Sustainability remains at the heart of Morocco’s blueberry sector, with producers implementing responsible farming practices to optimize resource use while maintaining high yields. Precision irrigation, efficient nutrient management, and innovative waste-reduction solutions ensure environmentally friendly and future-focused production. “At African Blue, sustainability is at the core of our operations. We focus on optimizing water use through precision irrigation and nutrient management systems, ensuring efficiency while maintaining high yields. Additionally, our commitment to reducing waste includes improving pot technology to extend the longevity of substrate-grown plants and decreasing plastic use,” highlights African Blue, a premier supplier of blueberries to European markets, with farms in Moulay Bousselham and Agadir.
Main Varieties of Moroccan Blueberries
The varietal landscape of blueberries is highly dynamic, with all major companies, groups, and cooperatives developing their own breeding programs. The main varieties grown include Kirra, Coria, Rocio, and Sekoya Pop, which remains the most widely planted. In 2024 alone, an additional 1,500 hectares were added for blueberry cultivation. Other commonly grown blueberry varieties include Atlas, Dupree, Ventura, Jupiter, Sekoya, and the prevalent Corrina (62%).
“Thanks to Morocco’s diverse ecosystems, we can cultivate blueberries from November to July, offering a wide range of varieties—each distinguished by its own unique flavor and texture. Some are sweeter and crunchier, ensuring our customers receive only the best.” – highlights Zalar Agri website, a fruit and vegetable company that was established in Morocco in 1977.
Agadir: Fast Becoming a Berry Capital
Agadir has witnessed a rapid expansion in berry cultivation. In less than 10 years, raspberries and blueberries have exceeded an area of 4,500 hectares under greenhouse and out-of-soil cultivation. Agadir’s remarkable progress has been fueled not only by its favourable climate but also by technological advancements in protected cropping horticulture. These innovations have facilitated a swift transition to soft fruit cultivation, underscoring the importance of technical expertise in achieving this success.
Looking to the Future: Expansion and Innovation
Morocco is set to strengthen its position as a key player in the global blueberry industry. Industry leaders are exploring new regions, such as Dakhla for early-season harvests and the Atlas Mountains for later yields, to extend production windows and ensure a more consistent supply. These strategic moves will further enhance Morocco’s competitive edge and reinforce its role as a top supplier of high-quality blueberries.
With rising global demand, Moroccan exporters are refining their market strategies to navigate price fluctuations and optimize distribution channels. As competition intensifies, Morocco’s focus on quality, innovation, and sustainability will be crucial in maintaining its leadership position.
Moroccan blueberries have carved out a strong position in the international marketplace, driven by natural advantages, strategic expansion, and a commitment to quality. With increasing demand from the world, Morocco’s blueberry industry is poised for continued growth. As producers innovate and adapt, Moroccan blueberries are well on their way to becoming a staple in global fruit markets, offering consumers a superior and consistently high-quality product.
Furthermore, as EastFruit previously reported, Moroccan exporters are actively exploring new opportunities beyond traditional markets. In April 2025, the FAO/EBRD-led project and FoodEx Morocco will organize a trade mission to Singapore and Malaysia, aiming to strengthen ties between Morocco—one of the world’s leading fresh and frozen produce suppliers—and Southeast Asia, a region experiencing steady growth in fruit and vegetable imports. This initiative will provide Moroccan exporters with valuable insights and access to emerging markets, reinforcing the country’s position as a global leader in premium-quality fruits and vegetables.
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