In Marrakech, the Agricultural Development Agency will bring together public and private actors, as well as producers, in 2025 to review the progress and economic and commercial outlook of local products within the framework of the strategy. Green GenerationWith the launch of an innovative information system dedicated to the national offer of local products, this seminar will mark a significant milestone in the modernization and development of this strategic sector, which generates over 14 billion dirhams annually and mobilizes more than 3,000 producer groups, the majority of which are women.

The Agricultural Development Agency (ADA) continues its commitment to the implementation of the strategy. Green Generation 2020-2030 through the organization of an upcoming National Seminar dedicated to local products. This event, scheduled in Marrakech for 2025, will bring together institutional actors, private partners, and representatives of local product groups. The goal is to review ongoing programs and foster discussions on future perspectives and expectations.

A key moment of the seminar will be the official launch of the new National Product Offer Information System, designed to strengthen the visibility and access of local producers to modern markets. This innovative tool will be introduced through practical workshops aimed at around 120 participants, including regional and provincial agricultural departments, regional agricultural development offices, producer groups, and institutional and private partners.

According to the ADA, the strategy Green Generation places special emphasis on the development of local products, building on the achievements of the Green Morocco Plan and responding to a growing demand both nationally and internationally. The initiatives launched include the modernization of producer groups, targeted promotional actions, and programs that facilitate their access to markets. These efforts have helped strengthen the capacities of producers, improve product quality, create jobs, and increase sales for beneficiaries. The seminar will therefore be a space for exchanging ideas on the challenges and expectations for the next steps, particularly regarding the integration of digital innovations to modernize value chains and enhance their competitiveness.

Ongoing initiatives to promote local products
In collaboration with its public and private partners, the ADA has launched various structural programs, such as the collective label Terroir of Morocco, which guarantees the quality and authenticity of local products. In addition, an annual modernization program has been launched to professionalize producer groups and expand marketing channels, either through strategic partnerships with large retailers or through digital solutions such as the platform. www.terroirdumaroc.ada.gov.ma.

These efforts have enabled over 900 cooperatives to regularly market more than 5,000 products. To boost exports, the ADA organizes B2B missions and participates in international fairs, in addition to carrying out targeted communication campaigns.

In this context, the ADA recently organized Morocco's participation in the Abu Dhabi International Food Exhibition (ADIFE), held from November 26 to 28, 2024. The exhibition hosted 25 Moroccan producer groups representing over 500 small farmers, 57% of whom are rural women. With a hundred products from all regions of the Kingdom, Moroccan exhibitors benefited from intensive B2B meetings based on a match-marketing approach, opening new opportunities for the sector, particularly in the Middle East.

The ADA is thus engaged in a comprehensive and coherent approach, combining the modernization of tools, international promotion, and the structuring of value chains to strengthen the competitiveness of Moroccan local products.

It is worth noting that the sector includes around 200 local products that have been inventoried since the start of the Green Morocco PlanThese products have a significant annual production potential, exceeding two million tons, and can generate annual revenues of over 14 billion dirhams, according to data published by the ministry.

This sector employs over 3,000 producer groups (cooperatives, GIEs, unions, etc.), and is also characterized by a strong female representation, with more than 50% of its members being women.

This sector employs over 3,000 producer groups (cooperatives, GIEs, unions, etc.), and is also characterized by a strong female representation, with more than 50% of its members being women.