Casablanca – Morocco is rapidly establishing itself as a leading supplier of tomatoes and other fresh produce to key European markets, particularly the United Kingdom and Spain, reflecting a significant shift in regional trade dynamics over the past decade.

During the 2024/2025 season, Morocco exported 130.26 million kilograms of tomatoes to the UK, representing 33.1% of total British imports. This figure generated approximately $206 million in revenue, at an average price of $1.58 per kilogram. The performance marked a decisive leap over Spain, which fell to third place with exports of 64.99 million kilograms, accounting for 16.5% of UK imports and generating around $168 million, at a higher average price of $2.58 per kilogram. Morocco’s rise has been sustained over five consecutive seasons, reversing a situation from ten years ago when Spanish exports were more than triple the Moroccan volume.

The Netherlands remains the top supplier to the UK, exporting 158.19 million kilograms of tomatoes, worth around $345 million, with an average price of $2.18 per kilogram. Belgium and Italy followed, with exports of 26.11 million kilograms ($51 million) and 5.47 million kilograms ($22 million), respectively. While Italy recorded the highest average price among major suppliers at $4.02 per kilogram, Morocco’s competitive pricing and growing volume have strengthened its position as a key player in the British market.

Morocco’s success is not limited to the UK. Across the European Union, the country has overtaken Spain to become the second-largest supplier of tomatoes. In the 2024/2025 season, Morocco exported 568.37 million kilograms to EU markets, representing 19.6% of total imports, valued at roughly $1.13 billion, at an average price of $1.99 per kilogram. Spain, in comparison, exported 522.52 million kilograms, or 18.0% of total imports, generating $1.10 billion, at a higher average price of $2.07 per kilogram. The Netherlands continues to hold the top position in the EU, with 780.22 million kilograms exported, worth $1.53 billion, at $1.96 per kilogram on average.

The Moroccan agricultural surge is part of a broader expansion across other fresh produce markets. In Spain, imports of Moroccan fruits and vegetables reached $972 million in the first half of 2025, up from $731 million during the same period in 2024. In volume terms, imports increased 33% to 377,842 tons. Over the past five years, the value of Moroccan exports to Spain has jumped 58%, from $636 million in early 2021 to nearly $972 million in 2025, while volumes rose 8%, from 348,112 tons to 377,842 tons over the same period. Morocco now ranks first in value and second in volume, behind France, whose exports were 589,974 tons worth $279 million.

This growth has also reshaped competition in sensitive sectors like tomatoes. Spanish producers, supported by the Federation of Associations of Producers-Exporters of Fruits and Vegetables (FEPEX), have expressed concern over the growing pressure from Moroccan imports, noting that current EU-Morocco trade agreements no longer adequately protect local markets. FEPEX has called for urgent regulatory revisions to preserve the competitiveness and sustainability of Spanish farms, which play an essential social and economic role in many regions.

Legal considerations also impact trade flows. The European Court of Justice’s 2024 rulings require the exclusion of products from the Sahara from the tariff benefits under the EU-Morocco agreement and mandate clear labeling of country of origin. FEPEX warns that failure to enforce these rules could further increase EU dependence on imported produce and threaten regional food sovereignty.

Despite these challenges, Morocco’s strategy of expanding exports, diversifying agricultural products, and maintaining competitive pricing has paid off. The country’s growing footprint in European markets highlights both its production capacity and its ability to adapt to high-demand markets with stringent quality standards.

Morocco’s experience illustrates the dynamic nature of agricultural trade in Europe, where competition, legal frameworks, and market demand intersect. For Europe, balancing open trade with the protection of local producers remains a key challenge, particularly as Morocco continues to consolidate its role as a strategic supplier of fresh produce, from tomatoes in the UK to fruits and vegetables in Spain.