USMEF Explores Market Potential in Morocco During USDA Trade Mission
Risk mitigation and an underdeveloped supply-chain are among the market development challenges in this vital distribution hub for western Africa.
USMEF was among the 50 ag companies and organizations that recently visited Morocco during a trade mission hosted by USDA. Foreign Agricultural Service Administrator Daniel Whitley led the delegation, which participated in business-to-business meetings, met with Moroccan government officials, studied transportation logistics and visited retail and foodservice outlets in Casablanca. USMEF Africa Representatives Matt Copeland and Monty Brown, and USMEF Director of Trade Analysis Jessica Spreitzer participated in the trade mission, with funding support provided by USDA’s Regional Agricultural Promotion Program.
Morocco has a free trade agreement in place with the U.S. and is the second-largest export market for U.S. agriculture in Africa. A key distribution hub for the continent and especially western Africa, Morocco will co-host the 2030 World Cup with Spain and Portugal.
Morocco is a major market for live cattle imports but beef imports are minimal. Imports are primarily from Spain and Brazil, along with some U.S. beef livers. But with Morocco in a severe, six-year drought, the government is opening the market to more red meat suppliers to ameliorate inflation.
“Morocco is a promising market and its free trade agreement with the U.S. could fuel momentum in a broader region of Africa,” says Copeland. “But there are trade barriers to overcome, including technical ones. The major challenge now for U.S. exporters relates to financial risks on containers arriving in Morocco. There are no financial mitigations in place for exporters to receive payment after containers arrive, which adds tremendous risk to any transaction.”
While the market for high-quality beef in Morocco is largely untapped and the U.S. now has duty-free access for Choice and Prime cuts, Copeland points out that modern retail holds a very small share of the market and the cold chain infrastructure is in early stages of development.
Morocco is the sixth largest export market for U.S. beef livers in 2024 as the volume through October totaled 856 mt. Through the U.S.-Morocco Free Trade Agreement, U.S. Choice and Prime beef cuts and some standard beef HS codes enter duty-free. But other standard beef HS codes, including livers, remain subject to a tariff-rate quota that increases by 2% per year. The quota volume is 2,692 mt for 2025, indicating room for further growth in U.S. beef liver exports.
Spain is the top imported beef supplier to Morocco at 1,928 mt of frozen, boneless cuts from Jan.-Sept. 2024. Brazil is the other main beef supplier, with frozen beef imports at 1,464 mt through September. An additional challenge for U.S. suppliers is Morocco’s recent announcement of a 20,000-mt duty-free quota for the import of Brazilian beef, lamb, goat and camelid meat.
“Droughts have contributed to escalating feed costs. Domestic beef production is suffering from inflated costs and prices are rising for consumers,” says Copeland. “While this duty-free quota for Brazil negates the benefit we have from our free trade agreement with Morocco, our hope is that inflationary pressures will lessen, and Morocco will not renew this annual agreement with Brazil.”