Morocco Signs Ceramics Agreement 2026-2030 to Boost Competitiveness

Marrakech – Morocco’s ceramic industry now has a formal roadmap after the Association of Ceramic Industry Professionals (APIC) and the Ministry of Industry and Commerce signed a strategic protocol agreement on Friday in Casablanca.

The signing took place during the first edition of the National Ceramics Day, organized by APIC under the aegis of the Ministry. Industry and Commerce Minister Ryad Mezzour attended alongside institutional, economic, and industry figures.

In a symbolic gesture, the protocol was signed directly on a ceramic tile – a nod, according to a press release, to “an industry deeply rooted in Moroccan know-how and resolutely oriented toward the future.”

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The agreement falls under the broader Ceramics Agreement 2026-2030, a strategic roadmap built around several priorities: industrial competitiveness, energy efficiency, market structuring, product upgrading, innovation, and the promotion of “Made in Morocco.”

It establishes a coordination framework between the state and industrialists to support long-term development of the sector and strengthen national industrial sovereignty in construction materials.

Omar Chaabi, president of APIC, noted that the Moroccan ceramic industry “now has the industrial fundamentals needed to reach a new level.” The challenge, he added, is “to structure a common trajectory between public and private actors in order to build a more competitive, more innovative sector that creates value for the kingdom.”

The National Ceramics Day itself was designed as a platform for the broader ecosystem. Panels brought together industrialists, architects, designers, academics, and public officials around key themes – the revaluation of Moroccan ceramics, quality standards, energy efficiency, import pressures, and export prospects.

Mezzour, who chaired the event, acknowledged the progress made by ceramics operators, pointing to their “creativity” and “upgrading” efforts as well as their role in structuring the downstream ecosystem, particularly with installers and distributors.

He described the ceramics industry as “an integral part of the kingdom’s civilizational heritage,” one that Morocco has managed to preserve and integrate into a modern industrial system.

Moroccan ceramics, he noted, now carry “strong potential for development on international markets,” with the country actively working to open new export channels. Moroccan products, he argued, are “fully capable of competing in high-value-added markets” on the strength of their quality and competitiveness.

He also pointed to the challenges posed by the “regional competitive environment,” stressing ongoing efforts to protect the domestic market and ensure “fair competition conditions” while pursuing promising export opportunities.

One of the central debates addressed the long-standing market perception gap between Moroccan red-paste ceramics and white-paste alternatives. Panelists argued that this distinction has always been more perceptual than technical. Red-paste Moroccan ceramics, they maintained, meet market standards in quality, resistance, durability, and design – and are fully competitive.

Speakers also called for stronger competitiveness, industrial modernization, and an expanded presence in high-potential markets.

The event comes roughly a year after Chaabi took the helm at APIC. Elected unanimously in May 2025, the vice-president of the Ynna Group since 2009 also sits on the boards of the National Electrolysis and Petrochemical Company (SNEP) and GPC Papier et Carton. He represents Supercerame, one of Morocco’s leading ceramics manufacturers, within the association.

His election marked a turning point for APIC at a moment when the ceramic industry faced mounting pressure on competitiveness, sustainability, and industrial sovereignty.

At the time of his appointment, Chaabi declared that APIC’s ambition was “to build a strong, resilient Moroccan ceramics sector oriented toward the future,” pledging “a pragmatic action plan capable of guiding the sector toward more innovation, local integration, and international reach.”

APIC had then announced the preparation of a sectoral recovery plan based on consultations with operators. Priorities included modernizing production tools, promoting Made in Morocco products, trade defense measures, and upgrading human resources in the sector.

Chaabi succeeded Mohammed Lacham, who stepped down following his retirement after laying the groundwork for a renewed governance structure at the association.

Friday’s agreement and the launch of the National Ceramics Day signal a more structured phase for the sector, with both government and industry now formally aligned around a shared five-year trajectory.