Casablanca – Morocco has taken a significant step in its global citrus export strategy by launching its first shipments to Japan, a market known for its stringent food safety and quality standards. This milestone marks an expansion of Morocco’s fresh produce trade beyond its established markets in Europe, Africa, and America, positioning the country as a key player in the Asian agricultural sector.
A strategic breakthrough for Moroccan citrus
For years, Morocco has been a major exporter of citrus fruits, supplying European countries like France, Spain, and the UK, as well as markets in Africa and North America. Now, by entering the highly competitive Japanese market, Morocco is further diversifying its trade partners and reducing its reliance on traditional markets.
Japan is recognized for its high standards in food safety and quality control, making it a challenging but rewarding market to enter. Moroccan authorities and exporters have worked diligently to meet Japan’s strict phytosanitary regulations, traceability requirements, and quality expectations. The successful completion of these regulatory processes has enabled Morocco to send its first citrus container to Japan, opening the door for future agricultural exports.
Supporting the expansion with a business mission
To build on this achievement, Morocco Foodex, the country’s autonomous export control and coordination body, is organizing a business mission to Japan from April 14 to 19, 2025. This initiative aims to strengthen commercial ties between the two countries and highlight the premium quality of Moroccan citrus to Japanese importers and consumers.
The delegation will include:
- Moroccan citrus exporters and agricultural industry representatives.
- Government officials from Morocco and Japan overseeing agricultural trade.
- Japanese importers, distributors, and food industry stakeholders.
The mission will feature B2B (business-to-business) meetings between Moroccan exporters and Japanese buyers, including supermarket chains, wholesalers, and food service companies. Additionally, B2G (business-to-government) meetings will be held to enhance regulatory cooperation and facilitate long-term trade relations.
Promoting Moroccan citrus in Japan
As part of the expansion strategy, a targeted promotional campaign will be launched in Tokyo and other key regions of Japan. This campaign will highlight:
- The freshness and superior quality of Moroccan citrus.
- Strict traceability and safety measures that align with Japanese standards.
- The benefits of Moroccan citrus compared to competitors in the market.
A B2C (business-to-consumer) awareness program will also be rolled out to educate Japanese consumers about Moroccan citrus varieties and their nutritional benefits.
Morocco’s growing presence in global agricultural trade
The entry into the Japanese market is part of a broader effort by Morocco to expand its agricultural exports beyond its primary European buyers. The country’s agricultural trade with Japan has historically been limited, averaging $20.5 million per year, with Moroccan exports accounting for around $18.5 million annually. These exports mainly include:
- Coriander seeds
- Frozen strawberries
- Seaweed
- Thyme
Meanwhile, Morocco’s main agricultural import from Japan has been green tea. The success of citrus exports could lead to the introduction of other Moroccan fresh products into the Japanese market in the future.
A new era for Moroccan citrus exports
This first shipment of citrus to Japan is more than just a commercial deal—it represents a strategic expansion into Asia and a shift in Morocco’s export strategy. By accessing a demanding yet lucrative market, Morocco is demonstrating its ability to compete on a global scale.
The government and agricultural sector see this move as a gateway to further opportunities in Asia, with potential future exports to markets such as South Korea, China, and Southeast Asia. The continued expansion of Moroccan citrus exports reinforces the country’s status as a leading supplier of fresh, high-quality agricultural products worldwide.
As Morocco strengthens its presence in Japan, the coming months will be crucial in establishing long-term trade partnerships and ensuring sustained demand for Moroccan citrus in this new market.