Confronted with persistent dependence on its traditional markets, mainly the European Union and Russia, Morocco begins a major strategic turning point: diversifying its export outlets, targeting markets with high potential but demanding. By 2030, the ambition is to bring citrus exports to 1 million tonnes, against 630,000 tonnes in 2020, according to the objectives of the 2021-2030 program contract signed between the Moroccan government and the interprofessional federation “Morocco-Citrus”, indicates the daily Eco inspirations.
In this conquest strategy, the Japanese market appears to be a highly strategic target. Recognized for its strict health standards and the sophistication of its demand, Japan offers significant commercial potential for high -end fresh products, starting with Moroccan citrus.
On February 26, 2025, an important milestone was crossed with the sending of the very first container of Moroccan citrus fruits to Japan. A successful test operation: The products were admitted after having satisfied all the regulatory requirements and the rigorous control protocols imposed by the Japanese phytosanitary authorities.
This first step was immediately followed by a strategic business mission in Tokyo, carried out this week under the leadership of Morocco Foodex, the organization responsible for the promotion of Moroccan agricultural and agrifood exports.
-To support this commercial breakthrough, a targeted communication campaign was launched in Japan. Morocco FOODEX entrusted the organization of the operation to the agency K Events, for an amount of 3.2 million dirhams. This envelope covers both the economic mission in Tokyo, bringing together exporters, Moroccan institutional representatives and professionals in the sector, and a media plan intended to enhance the image of Moroccan citrus in Japanese importers and consumers.
The opening of the Japanese market was not done overnight. As early as 2022, the Moroccan authorities began a technical dialogue with the Japanese Ministry of Agriculture, Forests and Fisheries (MAFF). From May 23 to 28, 2022, a delegation of Japanese phytosanitary experts was greeted by the National Office for the Safety of Food Products (ONSSA). On the program, audit of the national health security system, field visits in the key agrumicole regions of the Souss-Massa and the Oriental, and inspection of production, packaging and certification facilities.
These steps were decisive to demonstrate that Morocco is able to respect Japanese standards, among the most rigorous in the world.
Behind the citrus operation, a broader strategy is emerging: Morocco seeks to position national agriculture in Asian markets, and to strengthen its exchanges with out-of-Europe partners. To date, agricultural exchanges between Japan and Morocco remain modest, but mutual interest is growing. The success of this first phase could thus open the way to the export of other Moroccan agricultural products, including fresh fruits and vegetables.
