When Moroccan citrus tickles Canadian palates

image1Canadians love citrus fruits

Since 2015, Morocco has been breaking ground into the lucrative Canadian citrus market. The same year, Canada was ranked among the world’s top 8 citrus importers. Morocco’s long-term goal is to become the undisputed leader of small fruits and to win a 15% market share in the global market for oranges.

A Moroccan leader exports to Canada

Agro Juice Processing (AJP), spearheading the Moroccan juice industry with its brand Valencia, focused its 2016 action plan on Canada. In 2015, the agro-industrial complex arranged to take part at the SIAL in Toronto, meeting TFO Canada.

“We were already present in the Canadian market, but we wanted to energize image2our presence, so to speak. We were part of Maroc Export’s Moroccan pavilion at SIAL in Toronto and participated in TFO Canada’s trade mission and market familiarization tour. The intention was to facilitate our access to the Canadian market, through information provision and retail store visits. By registering to TFO Canada online trade information, I visited the website numerous times and obtained a wealth of information,” recalls Jean-Pierre Dehut, Assistant CEO of the Belkora Group, which includes Valencia/AJP.

Innovate for health

AJP steadfastly invests in research and development, leading the innovation of health-oriented products. In Canada, this strategy paid off as AJP received a contract to supply Dollarama. A forward-looking broker selected a unique product in the world of fruit juice production: Valencia’s lemon and ginger cocktail, a natural and preservative-free juice, rich in vitamin C.

image3A vitamin-induced growth

The company thus increased its sales and achieved its market consolidation objective. AJP now ships its product at a rate of 8 containers per year, and Canada has become their 5th largest export market. Today, Valencia juice is consumed in more than 30 countries around the world.

First to use FSCTM certified packaging

Ethical and sustainable, AJP became the first operator in the Maghreb to use FSCTM certified packaging for Tetra Pak fruit juices. The international FSCTM seal certifies the traceability of the wood used in packaging, which speaks to the dangers of global deforestation.

This international sustainable commitment also benefits the local population. The company works relentlessly so that every Moroccan can afford exceptional quality juices protected by healthy and ecological packaging.

“In this venture, TFO Canada has helped us clarify our vision of labelling, logistics and customs requirements. Their services seem to correspond to values that I appreciate very much namely excellence, reliability, follow-up, and commitment,” adds Jean-Pierre Dehut.