Azura condemns French campaign against Moroccan cherry tomatoes

MOROCCO – Azura, a major supplier of Moroccan cherry tomatoes, has strongly condemned a series of negative campaigns led by French producers.

The company claims that these campaigns, which have targeted Moroccan tomatoes, are unfair and misleading.

French producers have expressed concerns over what they see as unfair competition from Moroccan cherry tomatoes. These protests have become more vocal recently, with accusations that Moroccan tomatoes are being sold at unbeatable prices, undermining local European produce.

Azura’s Deputy General Manager, Abir Lemseffer, addressed these criticisms during a press briefing in Paris, describing the accusations as “shocking.”

“We follow the rules to the letter,” Lemseffer emphasized, defending the company’s practices. She noted that while protests against Moroccan produce have occurred across Europe, the situation in France has been particularly intense, marked by a targeted “denigration campaign.”

Moroccan tomatoes, particularly those supplied by Azura, have become increasingly popular among consumers.

This popularity, however, has made them a focal point for European farmers’ frustrations. French and Spanish farmers have been particularly vocal, staging protests that have sometimes turned aggressive. Videos have surfaced showing protesters throwing boxes of Moroccan tomatoes in anger.

Azura’s operations in Morocco benefit from a favorable climate that allows year-round cultivation. This has enabled the company to meet market demands consistently, further fueling the tension with European producers.

Data from East Fruits, an agriculture-focused website, revealed that Moroccan greenhouse tomato exports reached 266,000 tons from January to March this year, marking a 10% increase compared to the previous year.

Despite the backlash, Moroccan cherry tomatoes continue to secure a significant market share in Europe. In 2023, these tomatoes ranked among the top ten most purchased products in France, with 116 million purchases recorded. They also topped the fruit and vegetable category, as reported by Kantar Worldpanel.

Morocco’s global ranking in tomato exports has also seen significant improvement. In 2022, the country ranked third globally, surpassing both Iran and Spain.

This surge in exports, with over a 17% increase, underscores Morocco’s growing influence in the global tomato market.

Azura’s commitment to quality and adherence to regulations remains steadfast, despite the ongoing challenges.

Lemseffer’s comments highlight the company’s resilience and dedication to maintaining its market position amidst the criticism.

“We are shocked by the stigmatization of Moroccan origin,” Lemseffer said, reiterating the company’s stance.

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