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.
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
For additional market information:
Retail Food Sector
Export Certificate FAIRS Report
Exporter Guide Annual Report
Food and Agricultural Import Regulations Standards
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.
There will be MAP funding for qualifying exhibitors.
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 meetings with food buyers outside the show (if requested)
- arrange for product sample shipments via DPO
- give the Exhibitors full support before, during and after the Exhibition
Financial Support Program (MAP Funding)
Your company may be eligible to take advantage of a financial support program that helps offset the cost of exhibiting at international trade shows. By exhibiting in the USDA endorsed USA Pavilion, eligible companies can receive reimbursement for up to 50 percent of exhibition related expenses, including exhibiting fees, international travel costs, set-up rental, and freight. Contact the State Regional Trade Group in your geographic area for Branded Program application details:
Food Export USA Northeast
215-829-9111
www.foodexportusa.org
Amy Kneller
Branded Program Manager
akneller@foodexport.org
Food Export Association of the Midwest USA
312-334-9200
www.foodexport.org
Michelle Rogowski
Deputy Director & Branded Program Manager
mrogowski@foodexport.org
Teresa Miller
Generic Program Manager
tmiller@foodexport.org
SUSTA (Southern United States Trade Association)
504-568-5986
www.susta.org
Deneen Wiltz
Branded Program Manager
deneen@susta.org
Bernadette Wiltz
Deputy Director & Generic Program Manager
bernadette@susta.org
WUSATA (Western United States Agricultural Trade Association)
360-693-3373
www.wusata.org
Ann Buczkowski
Branded Program Manager
ann@wusata.org
Janet Kenefsky
Generic Program Manager
janet@wusata.org
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