Fruit and vegetable markets in Morocco: Recommendations from the Competition Council


The Minister of Agriculture, Maritime Fisheries, Rural Development and Water and Forests, Mohammed Sadiki and the President of the Competition Council, Ahmed Rahhou, chaired, Friday in Meknes, the conference organized by the Moroccan Confederation of Agriculture and Rural Development, on the theme “Competitive functioning of fruit and vegetable markets in Morocco”.

Speaking at the opening of the conference, held on the sidelines of the 16th edition of the International Agricultural Show in Morocco (SIAM), Mr. Sadiki stressed that the competitive functioning of markets constitutes a lever for the structuring of chains of agricultural production.

“The strategy of the agricultural sector in Morocco is based on the “Value Chain” approach since the adoption of the Green Morocco Plan and, currently, within the framework of the Generation Green strategy, against a backdrop of measures that promote inclusive agricultural markets, transparent and sustainable,” noted the minister.

He also recalled the promulgation of the law defining the areas of intervention of interprofessions, thus allowing upstream and downstream integration of production chains.

This choice, he continued, was reinforced by the program contracts established with the interprofessional agricultural federations, with a view to controlling and improving the performance of production chains based in particular on optimizing the use inputs and factors of production.

In the same vein, Mr. Sadiki insisted on the importance of placing human capital and development at the center of priorities and of working to lay the foundations of ecologically efficient agriculture.

For his part, the president of the Competition Council, Ahmed Rahhou, explained that competition cannot be examined in isolation, because it is intrinsically linked to the creation of added value and to the very organization of the sector, where the need to take into account the legal and regulatory frameworks in which economic actors operate.

Referring to the missions and responsibilities of the Council, Mr. Rahhou indicated that in addition to its decision-making power in the fight against anti-competitive practices and control of economic concentration operations, the Council is also called upon to give its opinion on requests for consultation, and to publish studies on the general competitive climate at the sectoral and national levels.

In this regard, the Competition Council has requested an opinion, with a view to studying and examining the competitive functioning of fruit and vegetable markets, which occupy a central place in food, culture and the economy of Moroccan households, contributing to their health, well-being and culinary identity.

Through this opinion, the Competition Council carried out a study of the structure and operation of fruit and vegetable markets in Morocco, with particular attention paid to wholesale markets. The behavior of the players and the performance of the sector were also studied, before carrying out a competitive analysis.

Based on the diagnosis carried out and the competitive constraints identified, recommendations were proposed with a view to stimulating competition in these markets and promoting their growth. These are cross-functional recommendations, as well as specific recommendations for the different stages of production, distribution and marketing.

• Transversal recommendations:

1. Review the legal framework governing all links in the chain;

2. Fight against losses and waste;

3. Strengthen product traceability through the use of intelligent solutions;

4. Strengthen quality norms and standards;

5. Promote the contractualization of transactions between the different links in the chain;

6. Establish an integrated information system and a strategic monitoring system for monitoring and analyzing the fruit and vegetable market;

• Recommendations regarding the stage of production:

7. Encourage the grouping of producers;

8. Drive digital transformation in the agricultural sector “Agritech”;

9. Expand the banking and insurance offering for the benefit of farmers;

• Recommendations regarding the stage of distribution:

10. Accelerate the reform of wholesale markets;

11. Work to promote the processing and valorization of fruits and vegetables.

• Recommendations for the stage of commercialization:

12. Reform marketing spaces;

13. Promote short circuits;

14. Promote the digitalization of marketing channels.

This conference, which is part of the SIAM scientific program, was attended by decision-makers, professionals, researchers, representatives of national and international organizations, and other players in the agricultural and agro-industrial sector.

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