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Mohammedia – Morocco Foodex, the national agency for the promotion and control of agricultural, agri-food, and fisheries exports, is preparing to launch a “Concept Store” showroom in Paris to showcase the best of Morocco’s agri-food and fisheries products.
According to Le Matin, the initiative will take shape through the creation of a permanent “Made in Morocco” exhibition space, designed as a gateway for French and European importers, distributors, and consumers to experience Morocco’s agricultural excellence firsthand.
Occupying a minimum area of 250 square metres, the eco-friendly showroom will combine exhibitions, tastings, and cultural activities, offering visitors a full sensory immersion into Moroccan products.
The space will highlight fresh produce, processed foods, local specialties, and seafood, illustrating the quality, diversity, and authenticity of Morocco’s export offer.
The initiative is part of Morocco’s “Génération Green 2020–2030” strategy, which focuses on promoting the international reach of national agricultural and agri-food industries.
The project also emphasizes eco-responsibility, integrating sustainable materials and a design inspired by Moroccan cultural aesthetics, blending tradition with modernity.
Strategic expansion and communication focus
Morocco Foodex plans to back the Paris launch with a comprehensive communication campaign aimed at raising visibility among media, professionals, and the wider public in France and internationally.
The showroom’s inauguration is scheduled for December 5, 2025, and will feature a press conference, product presentations, networking sessions with around 200 invited decision-makers, and Moroccan cultural performances.
By investing in such a long-term visibility project, Morocco Foodex seeks to strengthen the global image of Moroccan products as sustainable, high-quality, and competitive.
The Concept Store will serve as a “living showcase” for the country’s agricultural and fisheries exports, offering a year-round alternative to periodic participation in international trade fairs such as SIAL Paris, Fruit Logistica Berlin, and Seafood Expo Global in Barcelona.
This initiative follows Morocco’s strong performance in the agri-food export sector. According to the 2024 report from the Foreign Exchange Office, agricultural and agri-food exports reached MAD 87 billion, compared to MAD 39 billion in 2014 — representing nearly 19% of national exports.
These figures underline the sector’s resilience and growth potential, which Morocco Foodex intends to capitalize on through diversification and quality enhancement.
Expanding beyond Europe
In parallel with the Paris project, Morocco Foodex is preparing a double promotional operation in the United States to strengthen the visibility of Moroccan olive oil.
The plan includes a B2B mission in New York in March 2026 and a digital communication campaign on the U.S. East Coast to expand market opportunities for Moroccan exporters.
The Paris showroom thus represents the European pillar of a broader international outreach strategy that combines physical showcases and digital tools to connect Moroccan producers with buyers worldwide.
Through this initiative, Morocco Foodex aims to consolidate Morocco’s position as a trusted supplier of authentic and sustainable agri-food products, embodying the ambitions of “Génération Green.”
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