In Morocco, olive crushing is carried out in approximately 11,000 traditional units (maâsras), and 1,021 semi-modern (super press) and modern (continuous chain with 2 and 3 phases) units. Despite their predominance, the maâsras only crush a small tonnage (270,000 t of olives). The crushing capacity of modern and semi-modern units is approximately 1,223,000 t. This is due in particular to the major restructuring and modernization maneuvers of the national olive sector adopted within the framework of the Green Morocco Plan (PMV).
This particularly concerns the intensification and rehabilitation of the national olive orchard (PMV and MCA-Morocco projects), as well as the adoption of new technical and technological practices for the production of quality olives and olive oil. This resulted in a significant increase in the production and national export of quality olive oil.
With volumes of 15,000 t, 40,000 t and 23,575 t, sold abroad, respectively in 2012, 2014 and 2015, Moroccan exporting producers are positioned in 5th place. Among the large exporters of renowned extra-virgin olive oil are Aïcha-Les Conserveries de Meknès, Atlas Olive Oils, Lesieur Cristal, Huiles de Saiss, and Zitoun Al Atlas. These Moroccan brands, cataloged and awarded by international guides, account for more than 80% of Moroccan olive oil exports. Note that the Spanish and Italian markets absorb the most Moroccan production, ahead of the American market.
One of the major challenges of the national olive industry remains the compliance of olive oils produced and marketed with the standards of quality, purity and composition provided for by the standards in force in this area. Indeed, the growth and competitiveness of the Moroccan olive sector constitute the major concerns of operators in the olive sector as well as the public sector. In the current situation of the international olive market characterized by globalization and the liberalization of trade, the imperative of competitiveness becomes a determining element.
“The case is even more obvious for a country like Morocco with the existence, on the international olive oil market, of leading countries both in terms of production and marketing, in this case Spain, Italy, Greece and Tunisia,” explains Noureddine Ouazzani, director of Agropôle olivier Meknès (AOM). And to add: “technical and technological progress but also changes in terms of management, marketing strategies and commercialization, are all factors which, among other things, contribute to the leadership position of these countries in the international olive oil market”.
Four countries are identified as Morocco’s main competitors in the international olive market: Spain, Italy, Greece and Tunisia. The first two have large production and marketing capacities, which allows them to monopolize the international olive oil market. “With regard to Tunisia and Greece, the competitive advantage of their olive sectors is mainly correlated with their very significant production levels,” explains Ouazzani.
And to continue: “so that Morocco can ensure competitive development of its olive sector, and an advantageous and competitive positioning of its olive oil in the international market, it must know the strengths and weaknesses of the olive sectors of these four countries”. Previously, it should be noted that the countries of the Mediterranean Basin have always been the main producers, exporters and consumers of olive oil on a global scale.
However, during the last two decades, the olive industry has experienced an increased trend towards internationalization, with the expansion of the production and/or consumption of olive oil in other non-traditional olive-producing countries, such as: the United States of America (USA), Canada, Australia, Brazil, Argentina, Chile, Japan and China.
Thus, although global production is subject to significant interannual fluctuations due to climatic hazards, international production of olive oil has increased significantly, with Spain taking the lead, going from 1.45 million tonnes 25 years ago (1982-1984) to 2.46 million tonnes in 2015. “Most of the world’s production is concentrated in a few countries whose very high productivity comes from the technical and technological improvements employed as well as their significant olive-growing areas,” underlines Ouazzani.
source: leconomiste
