Moroccan exporters want to sell directly in Europe without going through Spain and the Netherlands
Moroccan fruit and vegetables are already reaching Poland after passing through Spain or the Netherlands. Exporters now want to deal directly with distributors in Central Europe. A first commercial trial involving Moroccan tomatoes has just been concluded.
Some Moroccan early-season produce sold in Poland does not currently take the most direct route. Significant volumes first pass through re-exporters based in Spain and the Netherlands before reaching the Polish market, FreshPlaza explains.
A Moroccan company wants to change this arrangement. On September 24, it attended the Fresh Market trade fair in Warsaw with the stated aim of establishing business relationships directly with Polish buyers and, more broadly, with buyers in Central and Eastern Europe. Morocco had already identified the lack of direct access to buyers as an obstacle to its exports to this region.
On Bladi.net : Tomatoes and mandarins drive Moroccan agricultural exports to 2.38 million tonnes
The initiative has already led to a first agreement. At the end of the trade fair, the Moroccan company announced that it had concluded a commercial trial of pink tomatoes for the Polish market. It says it is, to its knowledge, the first Moroccan producer-exporter to exhibit at Fresh Market in Warsaw.
Polish supermarkets are looking at several Moroccan products
Representatives of Auchan, Carrefour, Biedronka and Albert met with the Moroccan exporter, alongside buyers from Lithuania, the Czech Republic and Ukraine. Interest is not limited to pink tomatoes. Discussions also covered elongated cherry tomatoes, California and Kapia peppers, as well as Moroccan raspberries and blueberries.
Polish supermarkets are particularly interested in small Moroccan tomatoes sold as a snack. They are looking for easy-to-carry packaging that highlights the product’s nutritional qualities, while paying special attention to traceability. Moroccan berries are also of interest during Poland’s off-season, from October to May.
On Bladi.net : Made in Morocco" Floods Europe: How Moroccan Tomatoes Are Catching Up to Spain
This push eastward comes as Morocco has already significantly strengthened its position in the European fruit and vegetable market. In 2025, it exported 2.38 million tonnes of fresh produce, including 708,000 tonnes of tomatoes. The European Union took in 1.47 million tonnes, with France, Spain and the Netherlands as the main destinations.
The challenge for Moroccan exporters is therefore no longer simply to increase the volumes shipped to Europe. They are also seeking to diversify their markets and sell more directly to distributors in countries where their products currently arrive after passing through commercial hubs in Western Europe.
