Casablanca – Moroccan citrus fruits have officially entered the Japanese market for the first time, marking a major milestone in the Kingdom’s agricultural export strategy. Known for its strict food safety regulations and demanding quality standards, Japan represents one of the most challenging yet valuable destinations for fresh produce worldwide.

This breakthrough comes after the successful shipment of a container of Moroccan citrus—most notably the Nadorcott mandarin, a seedless, sweet, and easy-to-peel variety that has proven highly popular in both domestic and foreign markets. The move has been widely praised as a reflection of Morocco’s growing reputation for excellence in agricultural production and export readiness.

According to Morocco Foodex, the agency responsible for export promotion and quality control, the operation demonstrates Morocco’s capacity to meet the highest international standards in traceability, hygiene, and freshness. The acceptance of citrus products by Japanese authorities underscores the quality of Moroccan farming practices and the country’s ability to compete in premium global markets.

High standards, high potential

Japan is the 13th-largest importer of Moroccan agri-food products and is renowned for its exacting standards on imported food. Gaining entry to this market is no small feat and requires alignment with strict protocols on pesticide residues, product origin traceability, and post-harvest handling.

The inclusion of Moroccan citrus—particularly the sought-after Nadorcott variety—shows that Moroccan producers and exporters are capable of complying with these standards. Industry observers view this as more than a commercial success; it is a sign of the sector’s maturity and its capacity to expand into sophisticated markets beyond Europe and Africa.

Japanese importers have welcomed the arrival of Moroccan citrus with optimism. “Japanese consumers value quality and freshness, and Moroccan products are increasingly recognized for meeting those expectations,” noted a Tokyo-based fruit buyer. Another Japanese importer added, “Morocco has a strong and positive image in Japan. We look forward to seeing more Moroccan citrus available in our stores.”

Economic delegation and market positioning

To support the launch, Morocco Foodex led an economic mission to Japan in April, composed of ten Moroccan exporters specializing in citrus and other agricultural products. The initiative was designed to build strong commercial ties with Japanese importers through business meetings, guided visits to Tokyo wholesale markets, and a targeted promotional campaign.

The mission served both to introduce Moroccan products to new buyers and to gather insights into consumer preferences in the Japanese market. Nearly thirty Japanese purchasing agents attended the networking sessions, highlighting growing interest in Moroccan produce.

A history of export excellence

Morocco has long been a key player in citrus exports, particularly within the European Union and African regional markets. In Europe, countries such as France, the United Kingdom, and the Netherlands have consistently ranked among the top destinations for Moroccan oranges, clementines, and mandarins. Moroccan citrus is widely appreciated in these markets for its taste, reliability, and adherence to European safety and labeling standards.

In Africa, Morocco has seen increasing demand from countries in West Africa, such as Senegal and Côte d’Ivoire. These regional connections complement Morocco’s ambitions to diversify export markets and strengthen South-South trade cooperation.

The country’s success is driven by a combination of favorable climatic conditions, advancements in irrigation technology, and improved supply chain logistics. Government support and private sector investments have played a key role in modernizing citrus farms and upgrading packaging and cold storage facilities.

Looking ahead: Expansion in Asia

With its initial entry into Japan now achieved, Morocco is setting its sights on long-term growth in the broader Asian market. Exporters are exploring opportunities in countries with similar quality requirements, such as South Korea and Singapore, while also aiming to increase the volume and variety of citrus sent to Japan.

In 2023, Morocco exported approximately 18,000 tonnes of agri-food products to Japan, generating around $91 million. The addition of citrus is expected to contribute significantly to future trade figures, positioning Morocco as a more prominent supplier of fresh produce in Asia.

Looking ahead, Moroccan exporters plan to scale up operations, diversify the citrus varieties on offer, and tailor products to Japanese consumer preferences. Continued engagement with local buyers and ongoing compliance with food safety protocols will be central to maintaining and growing this new market access.

The debut of Moroccan citrus in Japan marks a strategic victory for the country’s agriculture sector, which continues to make strides in international markets. Building on a solid presence in Europe and a growing footprint in Africa, Morocco is now making its presence felt in Asia—showcasing its capacity to deliver high-quality produce to some of the world’s most discerning consumers.

With sustained investment, collaboration, and innovation, Morocco’s citrus industry appears well-positioned to expand its global reach and reinforce its role as a trusted source of fresh agricultural products.