The Agricultural Office (FAS) at the American Embassy in Morocco invites U.S. food and beverage exporters to introduce their products to carefully selected key importers from Morocco, Algeria and Tunisia.

The Casablanca American Café 2010 is intended to help U.S. food exporters to find importers for their products, become familiar with these growing markets, learn about the import requirements and the important role importers play in the introduction, marketing and distribution of imported food and beverages.

The U.S. Embassy (FAS/USDA) will reserve exhibition space at one of Casablanca's best hotels (TBD) and invite qualified buyers from Morocco to attend. In addition, a number of selected top buyers from Algeria and Tunisia will be invited, all expenses paid.

The Market
Morocco and the United States signed a free trade agreement (FTA) in January of 2006 that provides preferential access for many U.S. food products. Morocco has a population of over 33.5 million with a steadily increasing middle-class.  Food distribution outlets have changed the purchasing habits of a wide base of urban consumers, with several large supermarkets opening in major Moroccan cities.  With a growth in the numbers of supermarkets and the perception that supermarkets offer cheaper and safer products, a fast growth of modern distribution channels, increased acceptance of packaged products, more women working outside of the home, and less time for shopping, as well as an increasingly Western-minded youth, Morocco is set for the acceptance and need for more ready-to-use or semi-processed products.

In the past three years, Moroccan imports of high-value products from the U.S. have grown due to a weaker dollar compared to the Euro, resulting in more competitive U.S. prices.  In many cases, American products are synonymous with quality.  The most significant increase came for dairy products used as ingredients by the food industry (344% from 2007 to 2008).  U.S. apples exports were able to successfully enter the Moroccan market, thanks to the FTA.

For additional market information, click on the following links:
Retail Food Sector
Export Certificate FAIRS Report
Exporter Guide Annual Report
Food and Agricultural Import Regulations Standards

Best U.S. Products Prospects:
According to FAS/USDA, the following product categories have the best prospects in the targeted markets (which does not preclude market opportunities for many other products):

• Dairy products: Cheese, Butter, NF Dry Milk, Whey
• Ice Cream
• Dry Fruits: Raisins, Apricots, Apples, Pears, Cranberries, etc.
• Fresh Apples, Pears
• Tree Nuts:  Pistachios, Pecans, Almonds, etc.
• Dry Beans, Chickpeas, Lentils, Pease, etc.  
• Canned Fruits and Vegetables
• Pop Corn
• Rice
• Breakfast Cereals
• Honey
• Fruit Juices and Soft Drinks
• Coffee and Tea
• Wine, Beer, Non-alcoholic Beer  
• Confectionery Products, Snack Food, Chocolate, Candies, Chips, etc.  
• Sauces and Condiments
• Halal Poultry Products, Turkey
• Spices
• Food Preparations
• Pet Food

The Casablanca American Café 2010 Exhibitors will:
- have the opportunity to display and sample products
- meet with qualified top importers from targeted markets
- get a free market tour to learn about distribution channels and competition
- get free advertising in promotional material distributed to buyers
- be responsible for their transportation to and from Morocco, as well as for personal expenses during the show.

FAS/USDA Morocco will:
- recruit quality buyers, including selected key importers from Algeria and Tunisia
- adjust the invitees list to include potential buyers of exhibited products
- do the screening and invite only potential customers
- arrange for right seller-buyer match-up
- help U.S. exporters identify buyers with the profile they are looking for
- organize and manage the Exhibition
- arrange for Exhibitor hotel accommodation
- help with translation (if necessary)
- inform buyers of the exporters and their products in advance
- help exporters arrange individual meetings with food buyers (if requested)
- arrange for product sample shipments via DPO
- give the Exhibitors full support before, during and after the Exhibition

BRANDED PROGRAM
Through funding from the USDA’s Market Access Program (MAP), your company may be eligible to receive 50% reimbursement on marketing expenses through the Branded Program. This financial support helps offset the costs of exhibiting at international trade shows, including: international travel, booth fees and displays, freight costs to shows, plus we help with packaging changes to meet market specifications for your new sales and distribution. For more information on the Branded Program contact your local State Regional
Trade Group:
www.brandedprogram.org  (FoodExport - NE and Midwest), www.susta.org/services/map.html (SUSTA - South),
www.wusata.org  (WUSATA - Western US).

Food Export USA - Northeast
215-829-9111
www.foodexportusa.org

Antoniya Gospodinova
Branded Program Manager
agospodinova@foodexport.org

Food Export Association of the Midwest USA
312-334-9200
www.foodexport.org

Teresa Miller
International Marketing Program Manager
tmiller@foodexport.org
Joe Yotti
Branded Program Manager
jyotti@foodexport.org

Southern United States Trade Association (SUSTA)
504-568-5986
www.susta.org

Bernadette Wiltz
Deputy Director/International Marketing Director, Generic Program
Bernadette@susta.org
Deneen Wiltz
Branded Program Director
deneen@susta.org

Western United States Agricultural Trade Association (WUSATA)
360-693-3373
www.wusata.org

Janet Kenefsky
International Marketing Director, Generic Program
janet@wusata.org
Ann Buczkowski
Branded Program Manager
ann@wusata.org