Morocco is implementing a new public aid mechanism to support fresh tomato exports to markets outside of the European Union and the United Kingdom, signaling a strategic shift to diversify its trade geography. The move comes as the North African nation solidifies its position as a key global tomato supplier, particularly to Europe and seeks to reduce reliance on a single market.
The Moroccan government will provide a subsidy of 750 Moroccan Dirhams (approximately $73 USD as of March 15, 2026) per tonne of tomatoes exported to destinations beyond the EU, and UK. This initiative aims to incentivize exporters to explore new opportunities and strengthen Morocco’s presence in regions like Africa, the Middle East, and Asia. The subsidy is intended to offset some of the costs associated with accessing these more distant markets, including transportation and marketing expenses.
Morocco’s Growing Role in Global Tomato Supply
Morocco has rapidly become a dominant force in the global tomato trade. In 2024, the country surpassed Spain as the second-largest supplier of tomatoes to the European Union, exporting 579,790 tonnes, trailing only the Netherlands [3]. This growth is fueled by favorable climatic conditions allowing for year-round production, geographical proximity to Europe, and a free trade agreement with the EU implemented in 2012 [2].
However, the Moroccan government recognizes the importance of diversifying its export markets. The EU, while remaining a crucial partner, faces increasing production constraints, including rising energy costs, stricter regulations on pesticides, labor shortages, and environmental pressures [1]. These factors are expected to limit EU tomato production, creating opportunities for external suppliers like Morocco, but similarly highlighting the need to avoid over-dependence on a single region.
Challenges and Opportunities in Diversification
While the Moroccan tomato sector is thriving, challenges remain. The EU market, despite its constraints, still offers relatively stable prices and established trade relationships. Expanding into new markets requires navigating different regulations, building new logistical networks, and adapting to varying consumer preferences. The 750 DH/tonne subsidy is designed to mitigate these challenges and encourage exporters to take on the risks associated with market diversification.
The Moroccan agricultural sector is increasingly focused on resilience and sustainability. Projections indicate that Morocco will maintain its position as a leading tomato exporter to the EU through at least 2035, supported by growing exports and the ability to withstand climate-related challenges [4]. This long-term outlook underscores the strategic importance of the tomato industry to the Moroccan economy.
Despite a 20.3% decrease in volumes, Moroccan tomato exports to the EU reached 187,866 tonnes by the end of 2025, demonstrating continued strong demand [5]. This highlights the ongoing importance of the European market even as Morocco pursues diversification.
What to Expect Next
The success of this new subsidy program will depend on the ability of Moroccan exporters to effectively target and penetrate new markets. Monitoring export data to non-EU/UK destinations in the coming months will be crucial to assess the program’s impact. Further developments in EU agricultural policy and global trade dynamics will also play a significant role in shaping the future of Morocco’s tomato industry. The Moroccan government is expected to continue investing in infrastructure and technology to support the sector’s growth and competitiveness.
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