A long-term strategy that bears fruit

While the first shipments of frozen Moroccan strawberries began arriving in Japan in 1995, it wasn't until 2015 that the Japanese market became a true strategic hub for Moroccan exporters. Since then, volumes have continued to grow steadily. Over ten years, the compound annual growth rate (CAGR) stands at 13,1%, demonstrating a gradual but solid anchor in this demanding market.

The year 2024 marks an important milestone, not only in terms of volume but also in terms of market share. While Moroccan strawberries represented only 7% of the Japanese frozen strawberry market in 2019, they now hold 16,7%, surpassing the United States and Chile to become the third-largest supplier, behind Egypt and China.

The Japanese market is known for its strict health standards and quality requirements. Therefore, establishing a lasting presence there represents a strategic success for Moroccan producers. Frozen strawberries are shipped year-round, but peak season is from May to July. The record monthly volume was reached in July 2024.

This consistency of supply and the expansion of the product range largely explain the loyalty of the Japanese market, which, unlike other global outlets, continues to see steady growth in Moroccan imports.

Product diversification and conquest of new markets

In addition to strawberries, Morocco also exports other frozen fruits to Japan, especially raspberries, although in smaller volumes. This diversification of supply allows for an expansion of the range available in the Japanese market and a stronger Moroccan presence in the premium frozen food segment.

At the same time, the Kingdom is also strengthening its position in Europe, particularly in Germany, Belgium, and the Netherlands, as well as in North America, with increasing shipments to the United States and Canada. This multi-market strategy offsets fluctuations in demand and ensures the stability of Moroccan producers, even in an uncertain global context.

An Asian turning point in sight with a global leadership position

At the end of April 2025, a major trade mission organized by the FAO and the European Bank for Reconstruction and Development (EBRD) will bring together Morocco's leading exporters of fresh fruits and vegetables in Singapore and Malaysia. The stated objective: to further open Southeast Asia to Moroccan agricultural production, particularly in the frozen and processed product segment.

This trade offensive confirms Morocco's desire to diversify its markets and invest sustainably in areas with great potential. Singapore, Malaysia, and also Vietnam and Indonesia are now identified as priority targets, due to a growing demand for healthy and safe products available year-round.

Morocco's success in Japan further illustrates the country's growing role in the global frozen strawberry trade. Despite fierce competition from agricultural giants like China and the United States, Morocco remains among the world's top five frozen strawberry exporters, thanks to its high-quality offering, competitive logistics, and rapid adaptation to regulatory requirements.

The recognition of Moroccan strawberries in the Japanese market also serves as a showcase for other Moroccan agricultural products. It will pave the way for technical collaborations, knowledge exchanges, and a value-added strategy that will benefit the entire fruit and vegetable sector.