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Looking forward to the Morocco Tomato Conference 2025

Morocco’s tomato industry at a crossroads

Morocco's tomato industry finds itself at a decisive moment. "The tomato industry in Morocco is at a turning point," says Siham Zahidi, Head of Business Development at Green Smile, the organizer of the Morocco Tomato Conference (MTC) 2025. "While we continue to see strong export performance, especially to Europe and the UK, we're also facing serious structural challenges."

These challenges are increasingly shaped by climate change, Zahidi explains. "Higher temperatures, increasing pest pressure, and water shortages are making cultivation more complex. Labor availability is another growing concern," she notes. Yet amidst these difficulties, there is an encouraging shift toward more sustainable, controlled cultivation practices. "The adoption of soilless systems and smart irrigation is gaining momentum among growers.

Greenhouse potential and market planning
"Morocco has enormous potential when it comes to greenhouse production," Siham asserts. "Our climate, combined with proximity to European markets, makes us a strategic player."

However, she also points out that significant upgrades are needed. "Greenhouses upgrades are a must for Morocco. They offer solutions to climate control, water use efficiency, pest and disease management, and yield optimization," she emphasizes. Despite this, many local growers remain hesitant to invest in high-tech structures, often citing concerns over costs and suitability. "There are some interesting experiences led by companies mixing high-tech and low-tech structures, which could offer a balanced solution adapted to growers' needs and budgets," she explains.

In terms of market focus, Morocco's traditional export partners in the EU and UK remain vital. However, Siham highlights new opportunities: "There's a growing demand from Eastern Europe, especially Poland, and from the Gulf countries," signaling diversification and expanded growth potential.

© Green Smile

An anticipated platform for innovation
Excitement is building for the upcoming Morocco Tomato Conference 2025, to be held on May 21st at the Palais des Congrès Les Dunes d'Or in Agadir which is organized by Green Smile under the patronage of the Interprofessional Federation of Fruits and Vegetables and the Chamber of Agriculture of the Souss-Massa Region.

"I am looking forward to the interesting program, especially the workshops that will bring real interaction between participants," Siham shares. "These sessions will allow professionals to exchange ideas, reflect, and co-create on the future of the industry." Led by experienced field experts, the workshops aim to deliver actionable insights and practical solutions for the sector.

Building on the success of its 2024 edition, which attracted participants from over 15 countries, the hope is that this year will offer even greater opportunities for learning and networking. Notable speakers such as Peter Klapwijk (2Harvest – Netherlands), Paolo Batistel (Ceres – Morocco), and Laura Fry (Kantar Worldpanel – United Kingdom) are set to share their expertise on global growth drivers for the tomato sector.

© Green Smile

A decade of foundation-building
After three successful editions between 2009 and 2011, Green Smile focused heavily on agribusiness training, particularly in soilless cultivation and input optimization. "This decade-long effort has laid the foundation for a structured ecosystem ready to tackle the challenges of innovative, sustainable, and competitive agriculture," Siham remarks.

Today, the Souss-Massa region, Morocco's leading tomato production zone, symbolizes the agricultural efforts going into the sector. With its favorable climate and infrastructure, Agadir is an ideal location for MTC 2025, providing the perfect environment for growers, researchers, suppliers, and investors to connect.

"We are excited for the countdown! Join us on May 21st for an immersive day in the tomato sector. Get inspired, exchange insights, and cultivate real opportunities—all in one transformative day."

For more information:
Siham ZAHIDI
Green Smile
Morocco Tomato Conference 2025
Tel: +212 666 668 605
Email: szahidi@greensmile.ma
www.greensmile.ma