Moroccan produce exporters seek direct access to Polish and Central European retailers

Exporters target a shorter commercial chain

Moroccan fruit and vegetables already reach Poland, but significant volumes first pass through re-exporters in Spain and the Netherlands, according to FreshPlaza, as cited by Bladi.net. Moroccan suppliers are now seeking direct relationships with distributors in Poland and the wider Central and Eastern European market.

A Moroccan company pursued that strategy at the Fresh Market trade fair in Warsaw on 24 September. Its stated objective was to establish direct commercial ties with Polish buyers and other customers across the region. Morocco had previously identified limited direct access to buyers as an obstacle to expanding produce sales in these markets.

The initiative produced an initial commercial result. After the event, the exporter said it had agreed a trial involving Moroccan pink tomatoes for the Polish market. The company also said that, to its knowledge, it was the first Moroccan producer-exporter to exhibit at the Warsaw fair.

Retail discussions extend beyond pink tomatoes

Representatives of Auchan, Carrefour, Biedronka and Albert met the Moroccan exporter. Buyers from Lithuania, the Czech Republic and Ukraine also participated, showing that the commercial opportunity extends beyond Poland.

The discussions covered elongated cherry tomatoes, California and Kapia peppers, raspberries and blueberries, as well as pink tomatoes. Polish supermarkets showed particular interest in small Moroccan tomatoes sold as snacks. Buyers were looking for portable packaging that highlights nutritional qualities, while also placing strong emphasis on traceability.

Moroccan berries may have a defined seasonal opening in the region. According to Bladi.net, they attract interest during Poland’s counter-season, which runs from October to May. That window could allow Moroccan suppliers to serve retailers when local availability is more limited, provided they can meet packaging, traceability and delivery requirements.

Direct sales could change control of margins

A direct route does not automatically eliminate every logistics or distribution cost. Produce still requires temperature management, reliable transport and timely delivery. However, dealing directly with destination-market retailers could reduce dependence on Western European commercial platforms and give Moroccan exporters greater influence over customer relationships, product presentation and negotiations over distribution margins.

The source material provides no comparative freight rates or transit times for direct and indirect routes. The economic benefit will therefore depend on whether exporters can organize sufficiently regular volumes and reliable transport to Poland and neighboring markets. Any savings from fewer commercial intermediaries must be weighed against the cost of building distribution, compliance and customer-service capabilities closer to the destination.

Morocco seeks broader European demand

The initiative follows substantial growth in Morocco’s European produce business. In 2025, the country exported 2.38 million tonnes of fresh products, including 708,000 tonnes of tomatoes, according to Bladi.net. The European Union absorbed 1.47 million tonnes, with France, Spain and the Netherlands serving as the main destinations.

Spain’s imports of Moroccan fruit and vegetables increased by 24% in volume and 23% in value during the first quarter of 2025 compared with the same period a year earlier. At the same time, Moroccan tomato exports to Europe rose considerably, while export volumes from the Netherlands and Spain, historically leading suppliers, declined.

For Moroccan producers, the Warsaw trial is therefore about more than adding shipments. It tests whether exporters can convert an established European supply position into direct access to retailers farther east. If the model proves commercially viable, Poland could serve as an entry point for a broader network of buyers in Central and Eastern Europe.