Moroccan consumers are increasingly choosing local products, as label and location designation protection provided by the “Green Morocco” plan pays off:
Eating good and healthy food is not only a western mantra, as shown by the booming consumption of farm produce in Morocco. Indeed consumption of products rigorously made in Morocco has now reached 90%. Such a phenomenon would appear inevitable in a country where agriculture covers about 20% of GDP. However, such a trend is due to the fact that consumers are increasingly looking for quality and think it is ensured by local production.
Everybody is talking about a new culture that seems to have gained ground and can only make the country proud. Morocco approved a few years ago the project ”Green Morocco” aimed at investing in the agriculture sector, which employs about 40% of the overall workforce with an injection of funding to modernize structures.
The plan is ambitious and realistic, providing for aid, until 2020, to the majority of agricultural enterprises deemed worthy with funding worth 10 billion euros aimed at promoting 200 products guaranteed by two ‘labels’ that are highly sought after by consumers: the Protected geographical indication and the Protected designation of origin, whose absence often leads consumers to choose other produce…[full story]