The 6th edition of the Morocco Berry Conference, held in Agadir under the theme 'African Berries', brought together nearly 700 industry professionals from more than 25 countries, says Siham Zahidi, co-founder of Green Smile: "The Morocco Berry Conference 2025 has been the largest and most strategically significant edition since the event's creation, with record attendance, addressing the key challenges that will shape the competitiveness of Morocco and Africa in the coming years; consistent supply, global logistics, resource management, and labor availability."
© Green SmileSpeakers highlighted the need to flatten production curves and ensure year-round availability to meet the growing global demand, Zahidi explains. "Maintaining high product quality throughout the season is becoming a decisive factor for the profitability and long-term viability of African producers. Transport and transit times were identified as the most critical issues. Even minor shipping delays can jeopardize berry quality, given the high perishability of the products. Industry leaders called for stronger logistical infrastructures and secured trade routes to reduce transit times to Europe, the Middle East, and Asia."
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According to Zahidi, the African berry market is consolidating around three major players: "Morocco is now seeking a stronger identity and branding strategy for its blueberries. South Africa is highlighted for its ability to extend the supply window from August to December, and Egypt, whose fast expansion could position the country as a dominant competitor by 2030. This seasonal complementarity strengthens Africa's overall appeal to international buyers."
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Zahidi emphasizes that visitors were brought up to speed on the latest advancements in many parts of the process. "Technical sessions showcased the latest advancements in protected-environment pollination, varietal development and genetics, production technologies, and consumer marketing strategies aimed at shifting berries from impulse purchases to planned, regular consumption. Experts from 10 countries and leading organizations, including Driscoll's, IBO, Top Fruit, HEIA, Pairwise, Washington State University, and INRAE, presented cutting-edge insights and innovation trends shaping the industry."
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Participants of the event had the opportunity to choose between two complementary workshops, Zahidi states: "The Branding Workshop, led by international specialist Lisa Cork, offered attendees a supportive space to sharpen their marketing skills, clarify their brand positioning, and explore practical, accessible ways to turn packaging into a genuine value-creating tool."
"Meanwhile, the Blueberry Course 2025, guided by seven national and international experts, provided an in-depth technical immersion covering the full blueberry production chain: from production systems and fertigation to integrated pest management, post-harvest quality, cost control, and market expectations. Together, these two workshops created a rich and well-rounded learning experience, helping participants grow their capabilities with a blend of strategic insight, hands-on knowledge, and a forward-looking, sustainable vision for the berry sector," Zahidi concludes.
For more information:
Green Smile
Tel: +212 660 30 03 11
Email: [email protected]
www.greensmile.ma
