This operation aims in particular to boost sales of local products available in mass retail outlets.
Commercialisation : Argan, honey, olive oil, aromatic and medicinal plants, henna… the Department of Agriculture has carried out 16 regional studies to identify and characterize local products which have made it possible to identify more of 200 products with high potential. To improve marketing, the Agency for Agricultural Development is looking into promotional campaigns for the year 2025. These operations should target all Moroccans and foreigners living in Morocco looking for typically Moroccan products.
The Agency for Agricultural Development (ADA) is working on the design and deployment of promotional operations targeting local products at points of sale. In this sense, the program for carrying out these campaigns must be carried out during the year 2025 and the beginning of 2026. This approach must target “all Moroccans and foreigners living in Morocco looking for typically Moroccan, tasty and authentic products”, specifies the ADA. The objective is to increase sales of local products, by strengthening their attractiveness and availability for the Moroccan consumer, through relevant, effective and targeted communication. This operation aims to boost sales of local products available in mass distribution points of sale, establish the reputation of local products present in mass distribution and ensure an effective presence at points of sale.
“Moroccan local products are experiencing new dynamics in terms of marketing and market development. Considerable efforts are being undertaken by the Ministry of Agriculture, Maritime Fisheries, Rural Development and Water and Forests in order to upgrade the qualitative and quantitative offer of products,” indicates the ADA citing the actions carried out as the implementation of pillar 2 for the development and promotion of local products, support for labeling, support programs for producer groups to better meet the requirements of modern markets, the development of partnerships with operators private and public for broad marketing of products of local products, the launch of promotional campaigns on Moroccan local products at points of sale, the development of electronic commerce of local products or even the launch of institutional communication campaigns on local products on various media tools. The same source indicates that local products have several families of products or product sectors.
“The Department of Agriculture carried out 16 regional studies to identify and characterize local products which made it possible to inventory more than 200 products with high potential; we will cite as an example argan, rose, saffron, prickly pear, honey, dates, olive oil, aromatic and medicinal plants (PAM), henna, etc. Some of these products benefit from official recognition through the labeling of their products in the form of protected designation of origin (PDO) or Protected Geographical Indication (PGI),” underlines the ADA. It must be said that the new Generation Green strategy is based on two main axes, namely giving priority to the human element and sustaining agricultural development. “This new strategy aims to consolidate the achievements of the last ten years, while giving priority to the human element to bring about the emergence of an agricultural middle class capable of playing an important role in the socio-economic balance of rural areas. Another axis of this strategy concerns the rise of a new generation of young agricultural entrepreneurs, through the mobilization and development of land. Also, this strategy aims to bring about the emergence of a new generation of organizations with the objective of increasing the rate of grouping of farmers, particularly at the level of “new generation” cooperatives and aggregations. The strategy also intends to put in place a new generation of support mechanisms which will concern the introduction of new technologies and the digitalization of agricultural services for the benefit of farmers,” specifies the same source.
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Calendar of actions
Programme The program for implementing promotional campaigns will be carried out over the next year and the beginning of 2026. The deployment of promotional operations at the point of sale will be carried out in three stages. Thus, 60 stores are affected. The first action will be held during the period which extends from May to June 2025. The second promotional action will be deployed from July to August 2025 and the third action will be during the period from January 2026. This operation will also be accompanied by the deployment of a promotional campaign during the period of Moroccans living abroad.
The promotional action will take place at 6 service stations, on the Marrakech-Casablanca-Tangier motorway, during the period from July to August 2025. “These actions aim to promote local products to local customers. Moroccans living abroad (MRE), to encourage them to purchase and direct them towards points of sale (GMS, Oasis-Casablanca solidarity market, specialized stores, e-commerce).
