| Moroccan olive processor finds new markets in Europe
Morocco is blessed with fertile lands that support a rich diversity of agriculture. Well known for its wheat, barley, citrus, vegetables, lamb meat, and olives, Morocco has most frequently exported these products in bulk to Europe, where they are processed and sold for higher prices. This practice led to missed economic development opportunities for the country.
Four years ago, USAID/Morocco initiated the Integrated Agriculture and Agribusiness program (IAA) to help farmers, processors, and everyone along the value chain to improve the competitiveness of the Moroccan agricultural sector and thereby create jobs and increase incomes.
One of the key sectors that IAA worked in was olives. In the Oriental region, the program assisted Madame Senhaji, owner of Triffa Conserves, a table olive company, to improve processing techniques and become more competitive on the international market by obtaining an international food-safety certification called Hazard Analysis and Critical Control Point (HACCP) certification. Madame Senhaji’s company processes raw olives into flavored olives suitable for culinary purposes or appetizers.
“Before the support of IAA,” says Madame Senhaji, “I was not at all equipped. The state of Triffa Conserves was degraded. So I invested to rehabilitate the premises and equip myself to get the certification. The IAA program supported me, encouraged me, provided all the necessary technical support and accompanied me throughout the certification process.
“Before IAA, I had no idea about the importance of certification. But fortunately, with the support of the program, my unit is now certified and has better opportunities for the future,” she said.
Madame Senhaji now exports the majority of her products directly to markets in Europe.
In addition to the targeted assistance to businesses, IAA set up two training orchards through the Ministry of Agriculture’s research and development arm to provide hands-on training to agricultural workers on best production and processing practices for olives. IAA also created a series of technical guides on best practices in the production, processing, and marketing of olive products that will enable Moroccan farmers and agribusinesses to benefit from IAA assistance for years to come.
Helping one business achieve success will have a ripple effect throughout the region, Madame Senhaji says. “I produce table olives of excellent quality, and I think my success will encourage other producers to improve the quality of their products. This will lead to economic development in the Oriental region and Morocco in general.”
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