Moroccan Cherry Tomatoes Defy Inflation, Maintain Low Prices in French Supermarkets

This notably concerns the Azura brand tomatoes, whose prices have not increased a penny in supermarket aisles, reports la Dépêche, which specifies that these cherry tomatoes are sold at €0.99 per 250-gram tray. Prices defying all competition.

Olivier Dauvers, an expert in large-scale distribution, has also expressed his surprise at this finding. "This rock-bottom price is mysterious, as it goes through the ’trials’ without any problem," he wrote, noting that Azura cherry tomatoes have even withstood the provisions of the 2019 Egalim law, which requires large-scale retail chains to have a margin of at least 10% in the food and agricultural sector. How does Azura manage to maintain its unchanged prices, wondered the professional.

It should be noted that the Azura company is one of the leaders in tomato production with 16,000 employees in Morocco, 50 production sites, 986 hectares of tomato crops mainly in the Moroccan region of Souss and 120,000 tons of tomatoes sold per year in Europe from the logistics headquarters in Perpignan.