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MoroccanFisheryProductsExportsontheWorldMarket 2012

1MoroccanFisheryProductsExports

OntheWorldMarket

Tableof

content

ListofacronymsinFrenchandEnglish __________________________________ _______________________________________ __________ 4

Introduction __________________________________ _________________________________________ _____________________________ 5

1.Overviewoftrendsininternationalfisheryproductstrade ________________________________________________________________ 6

1.1.Mainproducingcountries________________________________________ _____________________________________ __________ 6

1.2.Mainexportingcountries ______________________________________ _______________________________________ __________ 7

1.3.Mainimportingcountries________________________________________ _______________________________________ ________ 8

1.4.Tradeflow _______________________________ _________________________________________ ___________________________ 8

2.Trends

and

map

of

Moroccan

fishery

products

exports _________________________________________________________ _________ 10

2.1.Trendsinfisheryproductsexports__________________________ __________________________________________ ___________ 10

2.2.Analysisofthebreakdownofexports ___________________________________ ______________________________________ ___ 10

2.3. Mapofexportsbymainmarketandproduct(20082011) ____________________________________ _______________________ 12

2.4.Explanatoryfactorsfortrendsinfisheryproductsexports:breakdownintoperformanceeffectandstructuraleffect ___________ 13

3.TrendsinMoroccanfisheryproductsexportsontheinternationalmarket __________________________________________ _________ 16

3.1.TheEuropeanUnionmarket _______________________________________________________________________ ____________ 16

3.1.1.TrendsinMoroccanfisheryproductsexportsontheEUmarket___________________________________________________ 163.1.2.MainEUcountriesimportingMoroccanfisheryproducts:Spainastopclient ________________________________________ 173.1.3.Thefrozencephalopodsmarket ____________________________________________________________________________ 173.1.4.Thefishcanningmarket___________________________________________________________________________________ 19

3.1.5.The

frozen

crustaceans

market _____________________________________________________________________________ 20

3.1.6.Thefreshfishmarket _____________________________________________________________________________________ 21

3.2.TheAfricanmarket _____________________________________ ________________________________________ ______________ 22

3.2.1.TrendsinMoroccanfisheryproductsexportstoAfrica __________________________________________________________ 223.2.2.Thecannedfishmarket ___________________________________________________________________________________ 23

3.3.TheAsianmarket _________________________________ _____________________________________ ______________________ 25

3.3.1.TrendsinMoroccanfisheryproductsexportstotheAsianmarket_________________________________________________ 253.3.2.TheJapanesemarketforfrozencephalopods _________________________________________________________________ 26

4.Dynamicsofworlddemandforfisheryproductsbycountryandbyfishspecies:casestudiesofmainspeciesexportedbyMorocco_____ 26

4.1.Pelagics ________________________________________ _____________________________________ _______________________ 27

4.3.Prawns _________________________________________ _______________________________________ _____________________ 31

4.4.Freshfish _______________________________________ ______________________________________ ______________________ 31

5.AssessmentofexportdestinationsfavoredbyMoroccanfisheryproducts,basedonworldmarkettrends _________________________ 33

6.StrengthsandWeaknessesofthesectorofMoroccanfisheryproductsexports:SWOTanalysis_________________________ _________ 34

6.1.WeaknessesandthreatsregardingtheimprovementincompetitivenessofMoroccanfisheryproductsexports________________ 34

6.2.StrengthsandopportunitiesforimprovementincompetitivenessofMoroccanfisheryproductsexports _____________________ 36

Conclusionandrecommendations __________________________________________ ______________________________________ _____ 43

Rfrencesbibliographiques__ ____________________________________________ _________________________________________ ___ 46

Annexes __________________________________ _________________________________________ _______________________________ 47

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2

Listoftables

TABLE1:GENERALOVERVIEWOFWORLDFISHERYMARKETINTHELAST3YEARS ................................................................................... 6

TABLE2:BREAKDOWNOFMOROCCANFISHERYPRODUCTSEXPORTSACCORDINGTOPROCESSINGANDTOSPECIESINMADMILLION

(20082011AVERAGES) ...................................................................................................................................................... 11

TABLE3:

TRENDS

IN

MOROCCAN

FISHERY

PRODUCTS

EXPORTS

BY

DESTINATION

BETWEEN

2000

AND

2011 ........................................ 11

TABLE4:MATRIXANDBREAKDOWNOFFISHERYPRODUCTSEXPORTSBYMAINMARKETSANDPRODUCTSINMADMILLION(20082011

AVERAGES) ........................................................................................................................................................................... 12

TABLE5:MAPANDBREAKDOWNOFMOROCCANFISHERYPRODUCTSEXPORTSBYPRODUCTANDDESTINATIONBETWEEN2008AND

2011(INMARKETVALUE)..................................................................................................................................................... 13

TABLE6:TRENDSINANNUALGROWTHGAPSINFISHERYPRODUCTSEXPORTS ...................................................................................... 15

TABLE7:IMPACTOFPERFORMANCEEFFECTINACCOUNTINGFORANNUALGROWTHGAPSINFISHERYPRODUCTSEXPORTS ................... 15

TABLE8:IMPACTOFSTRUCTURALEFFECTINACCOUNTINGFORANNUALGROWTHGAPSINFISHERYPRODUCTSEXPORTS...................... 15

TABLE9:RANKINGOFMAINEUCOUNTRIESIMPORTINGMOROCCANFISHERYPRODUCTS(2011) ....................................................... 17

TABLE10:SPANISHIMPORTSOFFROZENCRUSTACEANSBYMAINCOUNTRIESOFORIGIN(TONS) .......................................................... 21

TABLE11:MOROCCOSMAINCUSTOMERMARKETSINAFRICAANDTHEMIDDLEEAST........................................................................ 23

TABLE12:NIGERIANIMPORTSOFCANNEDFISH(TONS)....................................................................................................................... 24

TABLE13:ORIGINOFNIGERIANIMPORTSOFCANNEDSARDINESBETWEEN2006AND2010(TONS) ................................................... 24

TABLE14:SYRIANIMPORTSOFCANNEDFISH(KG) .............................................................................................................................. 25

TABLE15:CURRENTSITUATIONOFMAINEXPORTDESTINATIONSFORMOROCCANFISHERYPRODUCTS,ANDMARKETSWITHTHEHIGHEST

DEMANDAROUNDTHEWORLD(2010) ................................................................................................................................. 33

TABLE16:SWOTANALYSISOFMOROCCANFISHERYPRODUCTSEXPORTS ........................................................................................... 37

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3

Listofgraphs

GRAPH1:MAINCOUNTRIESPRODUCINGFISHERYPRODUCTSIN2009(CAPTUREFISHERIES) ........................................................ 7

GRAPH2:MAINCOUNTRIESEXPORTINGFISHERYPRODUCTSIN2009 ..................................................................................... 7

GRAPH3:

MAIN

COUNTRIES

IMPORTING

FISHERY

PRODUCTS

IN

2009..................................................................................... 8

GRAPH4:TRENDSINMOROCCANFISHERYPRODUCTSEXPORTS........................................................................................... 10

GRAPH5:BREAKDOWNOFTRENDSINGROWTHGAPINFISHERYPRODUCTSEXPORTSINTOPERFORMANCEEFFECTVALUEAND

STRUCTURALEFFECTVALUE........................................................................................................................... 14

GRAPH6:TRENDSINFISHERYPRODUCTSEXPORTSONTHEEUMARKET(VOLUMEANDMARKETVALUE) ....................................... 16

GRAPH7:TRENDSINSPANISHIMPORTSOFFROZENOCTOPUSBYMAINCOUNTRIESOFORIGIN(TONS) ......................................... 18

GRAPH8:TRENDSINTHEPRODUCTIONOFCEPHALOPODSINMOROCCO(TONS) ..................................................................... 18

GRAPH9:TRENDSINSPANISHIMPORTSOFFROZENSQUIDANDCUTTLEFISHBYMAINCOUNTRIESOFORIGIN(1000TONS)............... 19

GRAPH10:FRENCHIMPORTSOFCANNEDSARDINESBYMAINCOUNTRIESOFORIGIN(1000TONS) ............................................. 19

GRAPH11:GERMANIMPORTSOFCANNEDSARDINESBYMAINCOUNTRIESOFORIGIN(1000TONS)............................................ 20

GRAPH12:SPANISHIMPORTSOFCANNEDSARDINESBYMAINCOUNTRIESOFORIGIN(1000TONS) ............................................ 20

GRAPH13:TRENDSINLANDINGSOFPRAWNSINMOROCCO(TONS)..................................................................................... 21

GRAPH14:TRENDSINSPANISHIMPORTSOFFRESHDEMERSALFISHBYCOUNTRYOFORIGIN(1000TONS) ................................... 22

GRAPH15:TRENDSINEXPORTSOFCANNEDANDSEMICUREDPELAGICSTOTHEAFRICANMARKET(VOLUMEANDMARKETVALUE).... 22

GRAPH16:TRENDSINMOROCCANEXPORTSOFMAINFISHERYPRODUCTSTOTHEASIANMARKET(VOLUMEANDMARKETVALUE) .... 25

GRAPH17:TRENDSINJAPANESEIMPORTSOFFROZENOCTOPUSBYMAINCOUNTRYOFORIGIN(1000TONS)................................ 26

GRAPH18:DYNAMICSOFWORLDDEMANDFORCANNEDPELAGICS...................................................................................... 28

GRAPH19:DYNAMICSOFDEMANDFORFROZENCEPHALOPODSONTHEWORLDMARKET.......................................................... 30

GRAPH20:TRENDSINDEMANDFORPRAWNSONTHEWORLDMARKET................................................................................ 32

GRAPH21:TRENDSINDEMANDFORFRESHFISHONTHEWORLDMARKET.............................................................................. 32

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4

Listofacronyms

inFrenchandEnglish

CAPI

:

IndustrialFish

Approval

Unit

DPM : DepartmentofMaritimeFishing

FAO : FoodandAgricultureOrganization

SWOT : Strengths,Weaknesses,Opportunities,andThreats

OFIMER : NationalInterprofessionalOfficeofFisheryandAquacultureProducts

OC : ForeignExchangeOffice

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5Introduction

Thefishery

sector

plays

a

major

socio

economic

role

and

is

one

of

the

pillars

of

the

national

economy.

The

foreign currency inflow and the wealth it generates means it is a strategic sector, not only in sustainingmacroeconomicstability,butalsoinmakingadynamiccontributiontothecountrysdevelopmentintermsofemployment(withmorethan660,000jobsthatprovidealivingforsome3millionpeople),foodsecurityandincome,aswellasincreatingmomentumforothersectorsofthenationaleconomy.

Thankstoitsabundantfisheryresourcesanditsprivilegedgeographicalposition,MoroccoisoneofthetopAfrican countries in the production and export of fishery products. In 2011, Moroccan exports offisheryproducts amounted to MAD 11.7 billion, comprising 58% of food products exports and 6.8% of overallexports.

Whilesignificant,

these

achievements

do

not

yet

reflect

the

potential

of

a

sector

that

offers

considerable

opportunities to boost export competitiveness. Indeed, given the considerable fishery resources of ourcoastline, the closeness to potential markets, notably in Europe, the free trade agreements signed withforeign partners, and the large experience gained by Moroccan operators in processing and packagingfisheryproducts,Moroccohasasolidcompetitiveadvantageontheinternationalfisheryproductsmarket.Moreover,the implementationofmajorsector baseddevelopment plans, such asthe HalieutisPlan, theGreenMoroccoPlan,theEmergencePlan,theRawajPlanandtheLogisticsPlan,aswellasthestructuringmeasuresundertaken,shouldcontribute,directlyandindirectly,toimprovedcompetitivenessinthesectoroffisheryproductsexports.

Nevertheless,the

sectors

improved

competitiveness

can

only

be

achieved

by

better

understanding

the

sectors potential, capitalizing on the sectors strengths, addressing its weaknesses and constraints to itsdevelopment,andfinallyputtinginplacespecificandadequatepublicsupportmechanisms.

To this end, this document aims to assess the performance of Moroccan fishery products exports, andidentify opportunitiesforfurther development.Firstandforemost,this document willdrawupa mapofthe fishery products export sector by analyzing the breakdown of exports in terms of products andmarkets, and trends in the sector. Then, the focus will be on the assessment of the performance ofMoroccan fishery products exports on the international market, and on breaking down trends intostructure and performance effects, with a special interest in the main products exported and the maintargetmarkets.

Thestudyofmarketswithademandforfisheryproductsaroundtheworldwillalsobeincluded,toassesstheexportdestinationsMoroccohaschosenandidentifydestinationswithstronggrowthpotential.

ThefinalpartofthisdocumentconsistsofaSWOTanalysisofthefisheriesexportsector,andwillhighlightthesectorsconstraints,weaknesses,opportunitiesandthreats.

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61.Overviewoftrendsininternationalfisheryproductstrade

The study of recent production trends in the fishery and aquaculture sector around the world, hasconfirmed the ongoing growth in overall production worldwide (fish, crustaceans and molluscs), whichreached 145 million tons in 2009. However, in the last ten years, production in capture fisheries haslevelledoff,withanannualaverageof90milliontons,whileproductioninaquaculturehasgrownfrom38milliontonsin2000to55.1milliontonsin2009.

World fishery production is increasingly processed through international marketing channels (38.5% in2009against25%in1976).AccordingtotheFAO,exportsoffishandotherfisheryproductsreached$95.4billion in2009,4%morethan in2007andnearlydouble1998exports($51.5billion).Suchatrend istheresultofanincreaseininternationaldemand,especiallyinrichcountriesthatcurrentlyreceivearound80%ofexports.

Table1:Generaloverviewofworldfisherymarketinthelast3years

2007 2008 2009 20101estim.milliontons

Production 139.8 142.3 145.1 147.7

CaptureFisheries 89.9 89.7 90 89.8Aquaculture 49.9 52.5 55.1 57.2

Marketvalue andVolume(in$million)

52.992.8

52.2102

54.995.4

55.3 101.9

Source:FAO

Tradeinfisheryproductsincludesalargerangeofproducts.Intermsofvalue,prawnsremaintheproductmost in demand, with 15% of all fishery products traded worldwide in 2009. The other top speciesexportedcomprisesalmonandtroutwith14%ofoveralltrade,groundfish(hake,cod, ...)with9.4%,andtuna with 8.3%. Moreover, in 2009 fishmeal and fish oil accounted for 3.8% and 1.1% of exportsrespectively.

1.1.Mainproducingcountries

World fishery production largely depends on a number of major producing countries, such as China and

Peruwhich

have

topped

the

list

since

1999,

with

respective

shares

of

16.6%

and

7.7%

in

2009.

Indonesia

comesthirdafterovertakingtheU.S.Ain2007.Foritspart,Moroccocurrentlyproducesaround1milliontons,whichamountsto1%ofworldproduction.

1Official FAO statistics do not go beyond 2009, given that as of 2010 the FAO faced more difficulties ingathering national statistics on fisheries. Some data gathering programs on national fisheries have probablybeen discontinued or reduced, like other publicly funded schemes, as a result of the 2009 world recession.

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7Graph1:Maincountriesproducingfisheryproductsin2009(capturefisheries)

Source:FAO

1.2.Mainexportingcountries

Chinaisbyfarthelargestexporteroffisheryproductswith10.6%ofoverallfisheryproductsexportsthatamountedto$96billionin2009.Norway,Thailand,andVietnamfollowbehindwith7.4%,6.5%,and4.5%,respectively. Furthermore, the contribution to world fishery products exports of developing countries isconsiderable,withnearlyhalfoftheoverallvolumeexported.Nevertheless,thesecountriesremainheavilydependent on markets in the developed world that offer the main export opportunities for fisheryproducts.

Graph2:Maincountriesexportingfisheryproductsin2009

10,2

7,1

6,2

4,3

4,1

4

3,63,4

3,1

3,1

1,5

0 2 4 6 8 10 12

Chine

Norvge

Thailande

Vietnam

USA

Danemark

ChiliCanada

Espagne

Netherl

Maroc

En milliards de $

Source:FAO

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81.3.Mainimportingcountries

Thelargestpartofworldexportsoffisheryproductsisheadedfordevelopingcountries,withnearly80%ofoverall fishery imports in 2009. The U.S.A tops the ranking of importing countries with 13.8% of overallworldimports,apositionJapanheldfor30years.In2009,Japancamesecondwith13.2%,followedbyEUcountries led by Spain and France with 5.9% and 5.6%. In this regard, the U.S market should offeropportunitiesforMoroccanexportersunderthefreetradeagreementsignedbyMoroccoandtheU.S.A.

Graph3:Maincountriesimportingfisheryproductsin2009

13,8

13,2

5,9

5,6

5

4,9

4,6

3,6

2,7

2,7

0 2 4 6 8 10 12 14 16

USA

Japon

Espagne

France

Italie

Chine

Allemagne

Royaume

Netherl

Danemark

En milliards de $

Source:FAO

1.4.

Trade

flow

With regard to fishery trade between geographical regions, most of the trade takes place betweendeveloped countries, despite the fact that an increasing share of fishery products traded is supplied bydevelopingcountries.Thelargestshareoffisheryproductsexportedbydevelopedcountries,expressedinmarket value (80% in 2009), is destined for other developed countries. Likewise, nearly half of fisheryproducts importsbydevelopedcountriescomefromotherdevelopedcountries.Specialmentionismadeof the significant trade level between European countries, as 84% of exports by the European Union in2009weredestinedforothercountrieswithintheUnion.

Trade between developing countries accounts for a mere 25% of the value of fishery exports in these

countries.This

trade

level

remains

low,

given

the

advantages

derived

from

regional

agreements

signed

in

differentregionsaroundtheworld(Africa,LatinAmerica,andAsia).

Inthisregard,itappearsthatobstaclestothegrowthinfisheryproductsexportsfromdevelopingcountrieshavemoretodowiththecapacitytoabidebyimportrequirementsregardingqualityandfoodsafety,thanwith customs duties. Furthermore, measures on sustainable development adopted by some majorimportingcountriestopromotethehealthofanimalstocks,environmentalnorms,andsociallyfairtrade,havesomewhatheldbacksuchgrowth.Finally,thelack,ortheweaknessof,appropriateinfrastructureandlogisticsinproducingcountriesisanotherobstacletothepromotionoffisheryproductsexports(seeBox1:Caseofthesardinemarket).

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9

Box1:

Trends

on

the

international

sardine

market

and

performance

of

Moroccan

exports

According to FAO statistics, the international sardine market has seen significant changes in the lasttwo decades. In 1988, three countries dominated the sardine market: Peru, Japan, and Chile. After1988, landings of pilchard, the better quality of sardine, dropped rapidly (1.5 million tons in 1997),whilepilchardcatchesinMoroccoremainedatthesamelevel.

Furthermore,thefishingofsardinella,thelesserqualityofsardine,developedattheendofthe1990salongtheWestAfricancoastline,particularlyintheterritorialwatersofSenegalandMauritania,withthe arrival of European freezer trawlers. Frozen sardinella is a cheap source of proteins for Africancountries

as

well

as

a

good

raw

product

for

the

canning

industry,

replacing

pilchard.

Moroccoiscurrentlythefirstproducerofsardines(Sardinapilchardus)withnearlyhalfofallsardineslandedintheworld,followedbySpain.However,aroundthreequartersofMoroccosproductiongotobyproducts,whichdoesnotyieldthebestreturn.Astoprocessingdestinedforhumanconsumption,itisessentiallycenteredoncannedsardines,eventhoughtheconsumptionoffreshsardinesisontheincrease,especiallyinMorocco.

On the world market, sardine is marketed in two main ways, canned sardines and fresh or frozensardines. Morocco is by far the worlds top exporter of canned sardines, but its production volume

fluctuates

significantly

as

a

result

of

irregular

supply

to

processing

units.

In

Europe,

the

main

producers

areSpainandPortugalwith25,000tonseach,followedbyFrancewith10,000tons,eventhoughtheproduction inEuropeanUnioncountries is insteadydecline. ButSpainandFrancearetheconsumermarketsforcannedsardines.

Forfreshorfrozensardines,mostofthetradetakesplacewithintheEuropeancommunity,Portugal,Spain and Italy being the main exporting countries. Moroccos supply to the international marketremainslimited,duetothefollowingfactors:

- significantneedsofthecanningindustryinthecountry;- reducedlandingsfollowingtheimpositionofbiologicalrestperiods;- mediocre product quality due to the shift to remote fishing areas in the south and to the

inadequate

upgrading

of

fishing

fleets,

which

means

that

fish

catch

is

not

processed

and

preservedingoodconditions.

Recent efforts made in different regions of the world to modernize and upgrade equipment andproduction should improve product quality and competitiveness, and help develop new products tomeetchangingdemand(e.g.:filletedsardines).Inthisregard,othermoremarketableopportunitiesforsardine are emerging, besides canning, especially in the growing market of readytoeat fisheryproducts,suchasterrines,pts,marinades,andothernewproducts.

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02.TrendsandmapofMoroccanfisheryproductsexports

The exclusive Moroccan economic zone is endowed with large and varied fishery resources, comprisingaround500speciesdistributedalongthecountryscoastline,withsmallpelagicspeciesaccountingforthelargestpartofproduction(over80%ofallcatches).

In terms of trade in fishery products, Morocco is one of the most dynamic exporting countries. Cannedsardineisitsshowcaseproduct,grantingMoroccoitspositionasaworldleaderonthismarketaswellasasignificantshareoffisheryproductsexportsaroundtheworld.

2.1.Trendsinfisheryproductsexports

Moroccanfisheryproductsexportsenjoyedanupwardtrendbetween2004and2010,bothinvolumeand

market

value,

with

a

peak

of

MAD

13.2

billion

in

2008.

The

decline

in

market

value

seen

in

2009

(

7%),

despite the steady increase in the volume of exports (+10%), is mainly due to the drop in prices on theinternationalmarket.Moreover,asizabledropinthevolumeofexportsoccurredin2011( 40%involumeand9%inmarketvalue),reflectingafallinfisheryproduction,especiallyinpelagicfishproduction.

Graph4:TrendsinMoroccanfisheryproductsexports

Source:DepartmentofMaritimeFishing

2.2.Analysisofthebreakdownofexports

Themarketvalueofexports isessentiallyderivedfromthreemainproducttypes:frozenproducts(41%),

cannedand

semi

cured

products

(38%),

and

fresh

products

(13%).

As seen in the table below, the introduction of a variable in the analysis of this breakdown leads to theconclusionthatfourproductsmakeup77%ofallexports.Theseproductsarefrozencephalopods(27%),cannedpelagicscomprisingmainlysardines(37%),freshfish,whitefishandotherfishtypes(8%),frozencrustaceans,mainlypeeledprawns(6%).

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1Table2:BreakdownofMoroccanfisheryproductsexportsaccordingtoprocessingandtospeciesin

MADmillion(20082011averages)

Fresh Frozen cannedandsemicured

fishoilandfishmeal

Pelagics115(1%)

***

601*

(5%)***

4634**

(37%)***

1006(7%)

***

Whitefish371

3% ***

149 1%

***

Cephalopods 74(1%)

***

3436

(27%)***

Crustaceans 532(4%)

***

725

(6%)***

Other

498

(4%)***

174

(1%)***

Total1590

(13%)***5085(41%)

***

4707(38%)

***

1007(8%)

***

Source:OC

*Despitemakingupasmallpartoftheoverallvalueoffisheryproductsexports,thevalueofexportsoffrozenpelagics,whichincludemainlyfrozensardines,hasincreasedinthelasttenyears.** Thisprocessingtype mostlycomprisescannedsardinesand, toa lesserextent,semicuredanchovies.***Averagepercentageof overallvalueoffisheryproductsexports(20082011).

Moroccanfisheryproductsaresoldinmanycountriesaroundtheworld,andhavemadeinroadsintoAfrica

in

recent

years.

But

the

European

market

remains

the

main

outlet

for

nearly

70%

of

Moroccan

fishery

productsexports.

As to exports to Africa, they nearly tripled between 20002011, from MAD 570 million to MAD 1,530million,peakingatMAD1,900million in2009.TheAfricanmarketstilloffersenormousopportunitiesforMoroccanexports.

ItshouldalsobenotedthatfisheryproductsexportstoAsia,notablytoJapan,havedroppedoverthelasttenyears,tostandatMAD727millionin2011,againstMAD2,700millionin2000( 73%).

Table3:TrendsinMoroccanfisheryproductsexportsbydestinationbetween2000and2011year

Destination2000

2001

2002

2003

2004

2005

Average2000

20052006

2007

2008

2009

2010

2011

Average2006

2011

UE 6376 6088 6015 6237 5107 6991 4971 7938 7967 9017 8334 8630 8242 8268RestofEurope 71 168 109 226 90 299 111 329 346 477 491 557 517 446

Asia 2700 1966 2659 1450 417 952 1532 831 1069 1117 973 961 727 946

MiddleEast 174 297 256 326 264 214 220 369 324 333 449 403 230 351

America 346 332 310 358 323 341 278 430 363 549 587 723 437 512

Africa 571 771 805 908 914 1096 662 1354 1361 1656 1561 1902 1535 1559

Oceania 15 18 21 24 25 39 17 36 28 32 24 44 60 37TOTAL

InMADmillion10254 9640 10174 9528 7139 9932 7789 11287 11458 13183 12422 13221 11747 12135

Source:DPM

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22.3.Mapofexportsbymainmarketandproduct(20082011)

The largest part of Moroccan fishery products is exported to the European Union (77% of the overallmarketvalueoffisheryproductsbetween2008and2011).Asshown inthetablebelow,exportsheadedforEuropecomprisefrozenproducts(notablycephalopodsandcrustaceans)with45%,cannedandsemicuredpelagicswith30%,andfreshfishwith17%.GeographicalproximityisoneofthemainfactorsforthepredominanceoftheEuropeanmarket.

Africaisthesecondlargestmarketwith11%ofoverallexports,overtakingAsiawhoseimportsofMoroccanfisheryproductsbegantodropin2003.

However, exports to the African market mostly comprise canned pelagics which make up 86% of allexports,duenotablytogeographicaldistanceandlackofadequatetransportlogistics.

AsimilarconcentrationisnoticeablewiththeJapanesemarketwherefrozenproductsmakeup76%ofallfisheryproductsexportstoAsia.

Table4:MatrixandbreakdownoffisheryproductsexportsbymainmarketsandproductsinMAD

million(20082011averages)

E.U(MAD8,560) Africa(MAD1,654) Asia(MAD900)

Fresh FrozenCanned

andsemicured

Fishmealand

fishoilFresh Frozen

Cannedand

semicured

Fishmealand

fishoilFresh Frozen

Cannedand

semicured

Fishmealand

fishoil

Pelagics 43 157 24871 523 128 1425 35 52 15

Whitefish

340 131 40

Cephalopods 74 27993

5525

Crustaceans 532 7254

Other473 54

Total1462

2

3877 2559 526 193 1426 35 102 687

1ThisfigureessentiallycomprisescannedsardinesexportednotablytoFranceandGermany,withsomeexportsheadingfortheItalianand

Spanishmarkets

in

recent

years,

as

well

as

semi

cured

anchovies

destined

for

Italy,

Spain,

and

France.

2In2011,theNetherlandshaveovertakenSpainasthefirstmarketforthisproduct.3and4ThemainbulkoftheseexportsareheadedforSpain.5ThismarketisdominatedbyJapan.

This analysis shows that the breakdown of Moroccan fishery products exports by product and marketproducestherankingbelow:

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4Graph5:Breakdownoftrendsingrowthgapinfisheryproductsexportsintoperformanceeffectvalue

andstructuraleffectvalue

Structure

Structuraleffectandperformanceeffectbyproduct

Thefindings

of

the

breakdown

of

growth

gaps

in

fishery

products

into

structural

and

performance

effects

fromoneyeartothenextpresentedinthetablesbelowshowthat:

thestructuraleffectbyfisheryproducttypeexportedbetween2000and2011

Showsarelativelystabletrend, which indicates thatthe breakdownoffishery products remainedstableorunchanged.

Given its low impact, the positive structural effect has not helped close the negative growth gapseenoverseveralperiods.

The positive performance effect achieved in 2005 compared to 2004, and in 2010 compared to2009, is the result of the positive contribution offrozen products, while growthachieved in 2008comparedto2007 isattributedto improvedperformance,first incannedproducts,andsecond in

frozen

products.

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

performanceeffect 5,2% 11,3% 23,1% 56,2% 12,8% 19,2% 13,2% 24,2% 12,6% 16,1%structuraleffect 6,3% 0,5% 4,4% 0,1% 2,0% 0,2% 0,2% 1,4% 2,0% 0,1%growthgap 11,5% 11,9% 18,7% 56,3% 10,8% 19,0% 13,4% 22,8% 14,6% 16,2%

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5Table6:Trendsinannualgrowthgapsinfisheryproductsexports

Growthgaps

20022001 20032002 20042003 20052004 20062005 20072006 20082007 20092008 20102009 20112010

Cannedproducts1,2% 0,8% 3,6% 6,2% 0,3% 8,2% 7,0% 3,6% 1,5% 9,3%

Semicuredproducts0,1% 0,8% 1,5% 1,0% 0,2% 1,1% 1,2% 0,2% 0,7% 0,0%

Fishmealandfishoil7,7% 5,4% 3,0% 3,8% 0,6% 2,3% 3,5% 1,3% 1,3% 6,5%

Frozenproducts 24,2% 21,0% 7,4% 38,2% 8,4% 5,5% 5,9% 21,1% 12,5% 1,5%

Freshorlivefish3,8% 2,2% 3,3% 6,3% 1,7% 0,8% 4,0% 1,8% 0,9% 0,5%

Other 0,1% 0,0% 0,0% 0,8% 0,2% 1,1% 0,2% 1,2% 0,9% 0,5%

Total 11,5% 11,9% 18,7% 56,3% 10,8% 19,0% 13,4% 22,8% 14,6% 16,2%

Table7:Impactofperformanceeffectinaccountingforannualgrowthgapsinfisheryproducts

exports

Performanceeffect

20022001 20032002 20042003 20052004 20062005 20072006 20082007 20092008 20102009 20112010

Cannedproducts2,0% 0,6% 3,9% 5,7% 1,0% 8,2% 7,1% 3,6% 1,3% 9,2%

Semicuredproducts0,2% 0,8% 1,6% 1,0% 0,0% 1,1% 1,2% 0,2% 0,8% 0,0%

Fishmealandfishoil12,2% 5,9% 3,5% 3,9% 1,4% 2,4% 3,6% 2,3% 0,6% 6,5%

Frozenproducts 23,5% 20,8% 10,9% 38,8% 10,7% 5,7% 5,4% 21,0% 11,6% 1,4%

Freshorlivefish4,0% 2,2% 3,2% 6,2% 1,5% 0,7% 3,9% 1,4% 0,9% 0,5%

Other0,1%

0,0%

0,0%

0,7%

0,1%

1,1%

0,3%

1,2%

1,0%

0,5%

Total 5,2% 11,3% 23,1% 56,2% 12,8% 19,2% 13,2% 24,2% 12,6% 16,1%

Table8:Impactofstructuraleffectinaccountingforannualgrowthgapsinfisheryproductsexports

Structuraleffect

20022001 20032002 20042003 20052004 20062005 20072006 20082007 20092008 20102009 20112010

Cannedproducts 0,8% 0,1% 0,3% 0,6% 0,6% 0,0% 0,1% 0,1% 0,2% 0,03%

Semicuredproducts 0,1% 0,0% 0,1% 0,1% 0,1% 0,0% 0,0% 0,0% 0,1% 0,01%

Fishmealandfishoil 4,6% 0,5% 0,5% 0,2% 0,7% 0,1% 0,2% 1,0% 0,7% 0,00%

Frozenproducts 0,7% 0,2% 3,6% 0,6% 2,3% 0,2% 0,5% 0,0% 0,9% 0,01%

Freshorlivefish 0,2% 0,0% 0,1% 0,1% 0,2% 0,1% 0,0% 0,4% 0,0% 0,02%

Other 0,0% 0,0% 0,0% 0,1% 0,1% 0,0% 0,1% 0,0% 0,0% 0,02%

Total 6,3% 0,5% 4,4% 0,1% 2,0% 0,2% 0,2% 1,4% 2,0% 0,07%

Thus,itappearsthatthemakeupofMoroccanfisheryproductsexportshasnothelpedovercomeeffectslinked to counterperformance on the international market. Indeed, even if the structural effect remainspositive,itistooslighttocountertheperformanceeffect.

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63.TrendsinMoroccanfisheryproductsexportsontheinternationalmarket

3.1.TheEuropeanUnionmarket

3.1.1.Trends

in

Moroccan

fishery

products

exports

on

the

EU

market

Trends in Moroccan exports of frozen cephalopods to the EU market between 2000 and 2011 show aconsiderableincreaseinmarketvaluebetween2004and2008,leapingfromMAD330milliontoMAD760millionoverthisperiod,thankstothe increase involumeexported,notablytoSpain.Thedrop inmarketvalueseenin2009and2010isduetothefallinthepriceofoctopus.Inthisregard,itshouldbenotedthatMoroccanexportsoffrozencephalopodstoSpaininmarketvalue,compriseoctopus(75%)andsquidandcuttlefish(25%).Moreover,despitethe14%drop inexportvolumeseen in2011,comparedto2010,themarketvalueoftheseexportsincreased(+16%).

Likewise,exportsofcannedandsemicuredpelagicsrose steadily between2000and2010,followingthe

increase

in

tonnage

exported

to

the

EU,

combined

with

the

rise

in

prices

seen

since

2005.

The

drop

registeredin2011isduetoafallintonnageexported.

As tofrozen crustaceans, the growing market value of exports since 2004 is essentially attributed to therisingpricesoffrozenprawnsonthe internationalmarket,concurrentwithagrowingdemandforsuchaproduct.

Exportsoffreshfishhavedevelopedsteadilybetween2000and2009,bothintermsofvolumeandmarketvalue, and registered an increase in market value of 55% in 2010 and 16% in 2011, following the rise inpricesontheinternationalmarket.

Graph6:

Trends

in

fishery

products

exports

on

the

EU

market

(volume

and

market

value)

ValueinMADmillion Volumeintons

0

1000

2000

3000

4000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Cons et semicons de plagiquePoisson fraisCphalopodes congelsCrustacs congels

0

20000

40000

60000

80000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Cons et semicons de plagiquePoisson fraisCphalopodes congelsCrustacs congels


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73.1.2.MainEUcountriesimportingMoroccanfisheryproducts:Spainastop

client

TheEuropeanmarketisstillthemainmarketforMoroccanfisheryproductsexports,withSpainatthetopwith46%ofallexportsheadedfortheEU,followedbyItalywithnearly16%.

Intermsofspecificproducts,SpainisMoroccosfirstclientforfrozencephalopodsandcrustaceans,witha71% share. In 2011, the Netherlands overtook Spain to become the top client for fresh fish with a 44%share. For canned and semicured fish, four important markets stand out: Spain, Italy, France, andGermany.

Table9:RankingofmainEUcountriesimportingMoroccanfisheryproducts(2011)

Sharein

value

of

exports

headed

for

the

EU

ShareinoverallexportsShareinexportsof

frozenproductsShareinexportsof

freshproductsShareinexportsof

cannedproductsShareinexportsof

semicuredproducts

Spain 46% Spain 71% Netherlands 44% Italy 29% Italy 29%

Italy 16% Italy 14% Spain 41% Spain 18% Spain 28%

Netherlands 12% Netherlands 5% Portugal 6% France 17% France 28%

France 8% Portugal 3% BLEU 6% Germany 15%

Germany 6%


3.1.3.The

frozen

cephalopods

market

WhileJapanremainsthetopimporterofcephalopodsintheworld,SpainandItalyareclaimingincreasinglylargersharesofthemarket.OverallSpanishimportsoffrozencephalopodscomingfromdifferentregionsoftheworldessentiallycomprisesquidandcuttlefish(88%)andoctopus(12%).

FrozenoctopusmainlycomesfromWestAfrica,withMoroccotoppingthelistofexportingcountrieswithan average market share of nearly 55% in the last decade, followed by Mauritania. However, despitegrowingdemandforfrozenoctopusfromSpainoverthesameperiod,Moroccosmarketsharesufferedasizeable drop between 2001 and 2004, to stand at 42% in 2004 compared to 62% in 2001, following areduction in the countrys production of octopus (see Figure 8). Subsequently, Moroccos market sharepickedupsomewhatandreached47%in2010.

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8Graph7:TrendsinSpanishimportsoffrozenoctopusbymaincountriesoforigin(tons)

61%

62%

55% 47%

42%

49% 50% 50%

54%46%

47%

0

5

10

15

20

25

30

35

40

45

50

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Maroc Mauritanie Chine Portugal Total

Source:Comtrade

ItshouldalsobenotedthatfishinglevelsinMorocco,oneofthemainproducersofoctopusintheworld,havereachedtheirlimits.Suchadevelopmentwilllimitsupplytofreezingplants,resultinginanincreaseinpricesinviewoftheevergrowingdemandforoctopus.

Graph8:TrendsintheproductionofcephalopodsinMorocco(tons)


New trade regulations on the fishing of undersized octopus will also have an impact on production andexports,helpingreplenishfishstocks.However,theseregulationswillinitiallycutthelevelofsupply.

Withregard

to

squid

and

cuttlefish,

the

Falkland

Islands

were

Spains

top

supplier

of

squid

and

cuttlefish

up

until2008(30%ofimports).Indiatookoverthistoppositionin2009and2010,witha26%marketshare.Consideredoneofthemainsuppliersoftheseproducts,Morocconeverthelesssufferedasignificantdropinmarketshareoverthelasttenyears,slidingfrom20%in2000to10%in2010.

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9Graph9:TrendsinSpanishimportsoffrozensquidandcuttlefishbymaincountriesoforigin(1000tons)

0

20

40

60

80

100

120

140

160

180

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Autres Prou Mauritanie Chine Inde Maroc Falkland

Source:Comtrade

3.1.4.

The

fish

canning

market

InMorocco,fishcanning ismainlycenteredonsardines(91%),mackerel(7%),andtuna(2%). Intermsofdestination,Europereceivesnearly44%ofMoroccoscannedfishexports,followedbyAfricawith39%,theMiddleEastwith12%,andfinallytheAmericancontinentwith5%.

ImportsofMoroccancannedsardineshaveasignificantplaceonEUmarkets,especially inFrance,Spain,andGermany.In2010,outof33,000tonsofcannedsardinesimportedbythese3countries,23,000tonscamefromMorocco(70%).ThesemarketsareimportantoutletsforMoroccancannedsardines,absorbingnearly20%oftheoverallvolumeofexportsofthisproduct.Moroccoenjoysadominantpositiononthesemarkets,eventhoughitsdevelopmentisdependentondemandineachofthesecountries.

Thus,theFrenchmarketmainlyreceives importsfromMorocco(a67%marketshare)andfromPortugal(20%).SpainandItalyssharesonthismarketarelimited,andhaveevendroppedoverthelasttenyears,eventhoughFrenchimportsofcannedsardineshavesteadilyincreasedoverthesameperiod.In2010,outofatotalof16,700tonsofcannedsardines importedbyFrance,11,300tons camefromMorocco,whilePortugalsuppliedmostoftheremainingvolume.

Graph10:Frenchimportsofcannedsardinesbymaincountriesoforigin(1000tons)

50%

59% 65% 66%

74% 76%77%

70%

70% 71%67%

0

5

10

15

20

25

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Maroc Portugal Espagne Italie Total

Source:Comtrade

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20WithregardtoGermany,Moroccoremainsitsmainsupplierofcannedsardines,withanaverageshareof64%ofGerman imports,eventhoughMoroccossharehassteadilydecreasedsince2006(89%ofoverallGermanimports).

Graph11:Germanimportsofcannedsardinesbymaincountriesoforigin(1000tons)

89%84%

86% 89% 92% 85%

89%

82%79%

73%64%

0

2

4

6

8

10

12

14

16

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Maroc Portugal Italie Total

Source:Comtrade

AstoSpain,Moroccoremainsitsmainsupplierofcannedsardines,withashareofnearly95%ofSpanishimports.However,Moroccossharedroppedslightlyin2007and2008,standingat77%inthelatteryear,compared to 97% in 2006. This drop was offset by the increase in Moroccos share on the Portuguesemarket.Since2009,MoroccosshareontheSpanishmarkethasrecoveredandreachednearly90%in2009and2010.

Graph12:Spanishimportsofcannedsardinesbymaincountriesoforigin(1000tons)

97% 94%

98%98%

97% 95%97%

89% 77%

90%

89%

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Maroc Portugal Italie Total

Source:Comtrade

3.1.5.Thefrozencrustaceansmarket

Spanish imports of frozen crustaceans come from different countries, headed by Argentina (15%), theUnitedKingdom(10%),andChina(9.6%).Spanishimportshaveincreasedsteadilyoverthelasttenyears,inresponsetogrowingdemand.However, despite thisgrowth indemand, Moroccosshareon theSpanishmarketdroppedfrom7%in2000to4%in2008,andwaslosttoothercompetitorsonthemarket,suchasArgentina,Belgium,andChina.

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21Table10:Spanishimportsoffrozencrustaceansbymaincountriesoforigin(tons)

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Marketshare

(20002010)

TCA

M

CountrieswithinU27

Unitedkingdom 16290 17380 20866 21750 20956 18746 17470 18678 15451 15159 14736 10% 1%France 5743 3766 3350 4743 4286 4980 4182 7284 5301 3950 4455 3% 3%

Portugal 3963 4154 3945 4227 2551 3031 3159 4255 4806 4183 4859 2% 2%Belgium 2468 2366 3589 2960 2909 3575 4818 3622 4814 3921 4175 2% 5%

CountriesoutsideU27

Argentina 18732 37337 33441 29987 20745 5399 24698 34052 28552 36251 42709 15% 9%China 17862 14856 2909 1305 2927 26759 29214 28269 27311 25841 22745 10% 2%

Morocco 10771 9660 9313 9299 6575 7337 6764 7681 7353 6469 5405 4% 7%

Mozambique 5152 4627 4175 3850 3714 4584 4633 5652 4016 3415 4147 2% 2%Tunisia 4276 2599 2575 2000 2185 2078 2278 1628 1139 1187 2327 1% 6%

Total

imports

143708

162059

159093 177911 176776 190555 216313 218035 204312 193669

202397

100%

3%

Source:Comtrade

This drop in Moroccos market share is attributed to the fall in the countrys production of prawns thatmakeupthebulkofMoroccanexportsoffrozencrustaceanstoSpain.Indeed,followingthereductionoffishstocksandtheintroductionoffishingquotas,landingsofprawnshavebeencutbyhalfinrecentyears,falling from 8,606 tons in 2000 to 4,200 in 2008. Although its production of prawns picked up in 2009,Moroccohasnotbeenabletoregainitsmarketshare,achievinglessthan3%in2009and2.5%in2010.

Graph13:TrendsinlandingsofprawnsinMorocco(tons)

Courbe detendance

0

2000

4000

6000

8000

10000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010


3.1.6.Thefreshfishmarket

Morocco is, alongside France, Italy, the United Kingdom, Namibia, Greece and Denmark, one of Spainsmainsuppliersoffreshfish.UnlikeDenmark,whichexportsmainlysalmon andtunatoSpain,MoroccosexportsoffreshfishtoSpaincomprisemainlydemersalfish.MoroccosmaincompetitorsonthismarketsegmentareFrance,Italy,Namibia,andtheUnitedKingdom.

TrendsinmarketsharesofSpainsmainsuppliersofdemersalfishshowMoroccosimprovedperformanceup to 2005, with a market share of 15% in the same year, compared to 8% in 2000. Since then, thecountrysmarketsharehasdeclinedsteadily,tostandat8%in2010.WhileItalyhasalsosufferedasimilar

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22decline, dropping from 18% in 2006 to 14% in 2010, Frances market share has picked up significantly,climbingfrom14%in2006to21%in2010.

Graph14:

Trends

in

Spanish

imports

of

fresh

demersal

fish

by

country

of

origin

(1000

tons)

0

20

40

60

80

100

120

140

160

180

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Autres Grce Royaume-uni Maroc Italie France

Source:Comtrade

3.2.TheAfricanmarket

3.2.1.TrendsinMoroccanfisheryproductsexportstoAfrica

ExportsofcannedandsemicuredpelagicstoAfricahave increasedbetween2000and2011,despitethedropsinvolumeexportedin2007,2009,and2011.However,pricesofexportcannedandsemicuredfishhaveincreasedslightlysince2005.

Graph15:TrendsinexportsofcannedandsemicuredpelagicstotheAfricanmarket(volumeandmarket

value)

ValueinMAD Volumeintons

0

500

1000

1500

2000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Cons et semi-cons de plagique

0

20000

40000

60000

80000

2000 200120022003 2004 2005 2006 200720082009 2010 2011

Cons et semi-cons de plagique

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23Averagepriceofexportcannedandsemicured

pelagicsinMAD1000/tons

19,0 19,3 19,7 19,7 19,5 20,1

21,223,3

24,9 24,9 24,627,2

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Source:Department

of

Maritime

Fishing

OntheAfricanandMiddleEasternmarkets,MoroccanexportscompriseonlycannedsardinesandareonlyheadedforNigeria,Angola,andSyria,withmarketsharesfluctuatingfromyeartoyear.

Table11:MoroccosmaincustomermarketsinAfricaandtheMiddleEast

Parts dans les exportations totales de conserves de sardines

2006 2007 2008 2009 2010

Syria 6% 3% 5% 8% 6%Nigeria 1% 5% 6% 5% 8%

Angola 4% 3% 7% 1% 5%

Guinea 0,50% 1% 1% 3% 1%

Source:ComtradeSharesinoverallexportsofcannedsardines

3.2.2.Thecannedfishmarket

IntermsofoutletsforMoroccancannedfishontheAfricanmarket,Nigeriastandsout.Nigeria isoneofthemostpopulatedcountriesinAfrica,wherefishistheprimaryfoodsourceforanimalproteins.Nigerians

consume2.1

million

tons

of

fish,

but

only

produce

30%

of

it.

Nigeriaisthe largestimporteroffishinAfricaandoneofthe largest importmarketsforsmallpelagics intheworld,withvolumesimportedinthehundredofthousandtonsayear.Nigeriaalsoimportsfrozenfish,suchasmackerel,sardinella,hake,herring,mullet,caughtontheWestAfricancoast(Senegal,Mauritania),and in the North Sea. Nigerias main suppliers include Spain, the Netherlands, Russia, Denmark, Ireland,andNorway.

MoroccanfishexportstoNigeriabasicallycomprisecannedsardines,amarketshareof15%to40%.ThisismainlyduetodeficientlogisticsandpooreffortstopromoteMoroccanproductsonthismarket.

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24Table12:Nigerianimportsofcannedfish(tons)

2000 2001 2002 2003* 2006 2007 2008 2009 2010

Overallimportsofcannedfish 804 748 3.651 4.011 4.750 5.676 9.573 23.455

Overallimportsofcannedsardines

126 429 110 233 1.502 1.961 2.794 1.974 5.525

ImportsofcannedsardinesfromMorocco

129 459 188 822

Inthelastyears,theoriginofNigeriasimportsofcannedsardineshaschangedfromoneyeartothenext.From2006onwards,Nigeriahassignificantlyincreaseditsimportsofthisproduct,with1,502tonsin2006,compared to 233 tons in 2003, and Morocco has become one of its main suppliers. Nevertheless,Moroccos market share remains relatively modest and volatile; fluctuating from 30% in 2006 to 10% in2007,thenbackto30%in2008.In2009and2010,MoroccodidnotfeatureamongthemainsuppliersoftheNigerianmarketandfellbehindothercountriessuchasSouthAfrica,Singapore,andAustralia.Inthisregard,MoroccanexportersshouldfocusonNigeria,acountrythatoffersgreatpotentialforgrowth,andshouldprovidestableandsustainableexports.

Table13:OriginofNigerianimportsofcannedsardinesbetween2006and2010(tons)

2006 2007 2008 2009 2010

MoroccoSpain

China

ThailandSouthAfrica

India

459288

353

1269795

BangladeshChina

Morocco

Belgium

909421

188

151

MoroccoBangladesh

Arab

Emirates

ChinaBrazil

822632

55320784

BangladeshChina

India

AustraliaIreland

675362

222

333149

BangladeshChina

South

Africa

SingaporeAustraliaFranceBrazil

24721509

510351308114105

Total 1.502 Total 1.961 Total 2.794 Total 1.974 Total 5.525

Source:Comtrade

BesidesAfrica,MiddleEastisabigmarketforMoroccanexportsofcannedsardines(seeBox2)

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25 Box2:ThecannedsardinemarketintheMiddleEast

Inthe

Middle

East,

Moroccos

canned

sardine

exports

are

exclusively

headed

for

one

country

in

the

region,

Syria.MoroccoenjoysadominantpositionontheSyrianmarket,andbasicallymeetsallthedemandforcanned sardines. Over the last decade, Moroccos share of the Syrian market for canned sardines wasnearly95%.

Table14:Syrianimportsofcannedfish(kg)

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Overallimportsofcannedfish6.202 12.115 12.799 13.50 11.696 17.028 16.424 13.628 22.288 17.548

Overallimportsofcannedsardines 6.990 7.729 9.473 5.026 9.122 8.426 7.566 10.567 8.011

ImportsfromMorocco(100%sardines)3.510 6.990 7.723 9.173 5.026 8.765 7.647 7.167 10.303 7.567

Source:Comtrade

3.3.TheAsianmarket

3.3.1.TrendsinMoroccanfisheryproductsexportstotheAsianmarket

Dominated by Japan, the Asian market was since the 1990s the main importer of Moroccan frozencephalopods.However,since2002thevolumeofMoroccanexportshasdroppedsignificantly,followinga

sharpfall

in

exports

to

Japan.

This

is

due

to

a

drastic

reduction

in

catches

of

octopus

caused

by

long

periods

of overfishing. Consequently, if this trend continues, the drop in exports of cephalopods to the Asianmarket means that exports of Moroccan octopus risk being outpaced by exports from more competitiveproducers,suchasMauritania.

Graph16:TrendsinMoroccanexportsofmainfisheryproductstotheAsianmarket(volumeandmarket

value)

MarketvalueinMAD Volumeintons

0

500

1000

1500

2000

2500

3000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Cphalopodes congels

0

20000

40000

60000

80000

100000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Cphalopodes congels


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263.3.2.TheJapanesemarketforfrozencephalopods

On the international market, Japan remains the main importer of cephalopods, despite the strongfluctuations seen from year to year and clear downward trends resulting from the economic recessiongrippingthecountry.

Thus,Japanimportsonaverage60,000tonsofcephalopods,mainlyfromMoroccoandMauritania,outofthe average 300,000 tons produced annually around the world over the last ten years. In market value,MoroccanexportsoffrozencephalopodstoJapancompriseessentiallyoctopus(90%).

Furthermore,aspresentedinthegraphbelow,trendsinJapaneseimportsofoctopusbymaincountryoforiginhighlightthedeclineofthemarketshareofMorocco,hithertorankedasthetopsupplier.Moroccosmarket share dropped from 68% in 2001 to 14% in 2010, including a drastic low in 2004 with a market

share

of

10%

of

all

octopus

imports.

Mauritania

and

China,

Moroccos

two

main

competitors

on

the

market, have capitalized on such a setback, significantly increasing their respective market shares from18%and3%in2000to35%and24%in2011.

Graph17:TrendsinJapaneseimportsoffrozenoctopusbymaincountryoforigin(1000tons)

62%

68%

58%

38%

10% 10% 18% 22%

24% 24% 24%14%

0

20

40

60

80

100

120

140

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Maroc Mauritanie

Chine Vietnam

Total des importa tions

Source:Comtrade

ThedeclineinMoroccanexportsofoctopustotheJapanesemarketresultsfromafallindemandcausedby the economic recession, as well as from a drop in octopus production in Morocco due to the everincreasingpressureonfishstocks.Indeed,landingsofcephalopodsinMorocco,comprisingmainlyoctopus,shrankfrom108,000tonsin2001toaminimumvolumeof30,000tonsin2004.Furthermore,despitethe

increase

in

production

seen

in

recentyears,

with

89,000

tons

in

2009

and

54,548

in

2010,

Moroccos

marketsharehascontinuedtodeclineasaresultoffallingdemandontheJapanesemarket.

4.Dynamicsofworlddemandforfisheryproductsbycountryandbyfishspecies:case

studiesofmainspeciesexportedbyMorocco

The performance of Moroccan fishery products exports is dependent on external factors linked to thedynamics of the international market (supply,demand, trade), amongotherfactors.Thissectionaims toanalyzetrendsininternationaldemandforfisheryproductsbycountryoverthelastdecade,basedoncase

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27studiesofthemainproductsexportedbyMorocco.Thiswillhelpidentifyandrankthemainimporters,aswellasthemainpromisingmarkets,toboostMoroccanexportsoffisheryproducts.

4.1.Pelagics

Forpelagics,thestudywillbelimitedtocannedsardinesandsemicuredmackerelwhichmakeupthebulkofMoroccanexports.

Thedynamics ofworlddemandshowthattheRussianRepublic hasbeen the largest importerofcannedsardines intheworld(70,000tons in2001),followedbytheUnitedStates,Colombia,andUkraine.Since2001,Russian imports havedecreased to leveloff around30,000 tons between2006 and 2009. In 2010,Russianimportspickedupagainandrosebynearly18%.

South

African

imports

of

canned

sardines

have

steadily

and

significantly

increased

since

2006,

reaching

37,000tonsin2010.In2009,SouthAfricawasthelargestimporterofcannedsardinesintheworld,whileitiscurrentlythesecondlargestimporterbehindRussia.

WorldimportsofsemicuredmackerelaredominatedbySriLanka,with16,700tonsin2010,followedbytheUnitedStates.Recenttrendsindemandforsuchaproductaroundtheworldhighlighttheemergenceof new markets, notably France and Nigeria, with imports that have been multiplied by 10 over the lastdecade, to reach 5,000 tons in 2010. Elsewhere, the demand for canned mackerel remains strong andrelativelystableinJapan,Jamaica,andinEurope,especiallyinItaly,theUnitedKingdom,andSpain.

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MoroccanFisheryProductsExports ontheWorldMarket 201

28 Graph18:Dynamicsofworlddemandforcannedpelagics

Ranking of the ten largest importers in 2010Trends in demand within importing countrie

Cannedsardines

semi-curedmackerel

0

5000

10000

15000

20000

25000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Sri lanka USA France

Italie Nigeria Japon

Jamaica Royaume Uni Singapoure

ghana

En Tonnes

En 1000 T

En 1000 T

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294.2.Frozencephalopods

Octopus

With more than 116,000 tons in 2000, Japan was the largest importer of frozen octopus in the world.However,itssharewascutbynearlytwothirds,tostandat45,000tonsin2010.Conversely,SouthKoreasimportsmorethandoubledoverthesameperiodandreached65,000tons in2010,makingitthelargestimporterintheworld.

European countries are also among the largest importers of frozen octopus, with Italy still in the lead,followedbySpain.Recenttrendsindemandinthesetwocountriesshowasteadyincrease,withrespectivegrowthratesof36%and25%between2000and2010.

Squid

Chinais

a

large

importer

of

frozen

squid

on

the

world

market,

with

imports

of

370,000

tons

in

2008.

In

2009,itsdemanddippedasaresultoftheworldeconomicrecessionwhichaffectedhouseholdspending.In2010,Chineseimportsstoodatnearly251,000tons.Insecondplace,SpainandItalyremainthetopEuropeanimportersoffrozensquid,withrespectivevolumesof167,000and106,000tonsin2010,anincreaseof33%and11%comparedto2009.

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MoroccanFisheryProductsExports ontheWorldMarket 201

32 Graph20:Trendsindemandforprawnsontheworldmarket

Rankingof10mainimportersin2010 Trendsindemandforproductinmainimportingcount

530

263

202

132

115

92

92

74

65

62

0 100 200 300 400 500 600

USA

Japan

Spain

France

China

Italy

Rep. of Korea

Canada

Denmark

Russian Federation

0

100

200

300

400

500

600

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

USA Japon Rep coreChina Italie Danemark Canada Rus sie EspagneFrance

Graph21:Trendsindemandforfreshfishontheworldmarket

Rankingof10mainimportersin2010 Trendsindemandforproductinmainimportingcount

Freshfish

138

125

124

80

57

51

42

39

32

29

0 20 40 60 80 100 120 140 160

Malaysia

Spain

Thailand

Italy

France

USA

Portugal

Ireland

United Kingdom

Singapore

0

50

100

150

200

250

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Thailand Malysie EspagneItalie France usaPortugal Irland Royaume uniSingapour

En 1000 TEn 1000 T

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35.AssessmentofexportdestinationsfavoredbyMoroccanfisheryproducts,basedon

worldmarkettrends

According to the analysis presented in the table below, Moroccan fishery products exports are mainlyheadedfortheEU marketaswellas afewAsian andAfrican countries.Marketswith ahighdemandfortheseproducts,suchastheUnitedStatesandotherAsianandAfricancountries,areunderexploited.

Table15:CurrentsituationofmainexportdestinationsforMoroccanfisheryproducts,andmarkets

withthehighestdemandaroundtheworld(2010)

Mainproductsexportedby

Morocco

MainexportdestinationsforMoroccan

products

Marketswithhighest

demand

Africa:NigeriaGuinea GhanaEU:FranceSpain Germany

Cannedsardines

Syria

1.

RussianFederation2.

SouthAfrica3.

UnitedStates

Semicuredmackerel EU:ItalySpain

1.

SriLanka2. UnitedStates3. Japan4. Italy

Frozenoctopus EU:SpainItaly

Japan

1. Rep.ofKorea2.

Italy3.

Japan4.

Spain

EU:Spain

ItalyFrozen

squid

Japan

1.

China

2. Spain3. Italy4.

ThailandFrozencrustaceans EU:Spain

Netherlands1.

UnitedStates2. Japan3.

Rep.ofKorea4. China

Freshdemersalfish SpainJapan

1.

Malaysia2.

Thailand

3.

Spain4. Italy

Moroccocommandsaleadingpositionincannedsardinesontheworldmarket,andthebulkofitsexportsare destined for a few European countries and a few African countries (Nigeria, Guinea, and Ghana).However, trends in world demand show that South Africa was the largest importer of canned sardinesaround the world in 2010, while the Russian Federation and the United States have, for more than tenyears, featured among the largest importers. Morocco exports modest volumes of canned sardines tothese markets with high demand, and there are, therefore, great opportunities to be seized on thesegrowingmarkets.

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4Similarly, Moroccan exports of semicured mackerel are headed for countries with low demand, such asItalyandSpain,andnotforcountrieswithhighdemand,suchasSriLanka,theUnitedStates,Japan,andItaly.

ThisanalysisalsoshowsthatforMoroccanfisheryproducts,Asiaisaregionwithhighgrowthpotential.Forinstance, the Republic of Korea and China are among the largest importers of octopus and squid, butMoroccanexportsoftheseproductstoAsiaarefocusedonJapan.Withregardtofreshfish,MalaysiaandThailandfeatureamongthelargestimporterswithhighgrowthpotentialmarkets.

Thus,toenableMoroccanproductstoreachSouthEastAsianmarkets intheverynearfuture,measuresmustbetakentoboostMoroccanexportstotheregion,notablyregardingtheeasingofproceduresandtherevisionoftariffsagreements.

TheUnitedStatesmarketalsooffersgreatopportunitiesforthewholerangeoffisheryproductsexportedby Morocco. Addressing logistical issues such as transport can boost trade with a country ranked as thelargestimporteroffisheryproducts.

6.StrengthsandWeaknessesofthesectorofMoroccanfisheryproductsexports:SWOT

analysis

The sector of fishery products exports enjoys assets and opportunities, and has a large potential fordevelopment.Nevertheless,themarketingoffisheryresourcesstillneedstobeoptimizedalongtheentire

valuechain.

6.1.Weaknessesandthreatsregardingtheimprovementincompetitivenessof

Moroccanfisheryproductsexports

The breakdown of exports by product underscores the predominance of a limited number of species(octopus, squid, cuttlefish, prawns, sardines, and anchovies) and product ranges (canned and frozen).Moroccan exports remain centered on two traditional markets, Spain and Japan. Together these twocountriesaccountfor83%ofthemarketvalueofMoroccanexportsand68%oftheirvolume.Suchadualrigidityintermsofproductsandmarketsisthemainweaknessofthesectorsexports.

Whilethe

liberalization

of

world

trade

has

brought

down

customs

barriers

to

grant

access

to

the

European

market,othertypesofbarriershavegraduallybeenintroducedandarehavingasignificantimpact.Theseinclude the strict regulations on quality and traceability which Moroccan fishery products exports aresubjectto,especiallyexportsheadedfortheEuropeanmarket.

Besides traditional challenges, such as heavy geographical concentration, limited number of partners,limited product ranges, the competitiveness of exporters is also undermined by weak export logisticalchains.Highlogisticalcostscanhamperanypolicytopromoteexports.

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66.2.StrengthsandopportunitiesforimprovementincompetitivenessofMoroccan

fisheryproductsexports

In Morocco,opportunitiestodevelopfisheryproductsexportsareconsiderable,especially inthe currentclimate amid a remarkable growth in demand for fishery products worldwide, and the stagnation ofcatches around the world (aquaculture excluded). Indeed, despite a decline in resources worldwide, theconsumptionoffisheryproductsaroundtheworldisincreasingsteadily.

The proximity of markets with high demand, particularly the EU market, the largest importer of fishworldwideandMoroccos largestclient, isamajoradvantage intermsofthesignificantsavingsmadeontransportcosts.Besides,Europeanconsumersdemandforparticularfisheryproducttypesthatarelabourintensive, such as readymade meals, gives Morocco another notable advantage because it can rely onlabouratcompetitivecosts.

Furthermore,theglobalizationoftradeaswellasthefreetradeagreementssignedbyMorocco,offernewmarketprospectsforMoroccanproducts.Customsagreementsgranttheseproductsprivilegedaccesstoamarketofonebillionconsumers,and57%ofworldimports(seeBox4).

Box4:Moroccosfreetradeagreementsforexports

EU

tradeagreementforagriculturalandfisheryproductsEntryintoforcein2000

Agreementscope:creationofafreetradezonein2012

Market:500

million

consumers

40%ofworldimports.

USA

FreetradeagreementEntryintoforcein2006

Market:300millionconsumers15%ofworldimports

Turkey


Market:70millionconsumerslessthan1%ofworldimports

Jordan,Egypt,andTunisia


Market:95millionconsumerslessthan1%ofworldimports

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7TheMoroccanexportsectorcouldclearlybenefitfurtherfromsuchopennesstotrade.Indeed,despitethehighqualityoffishspeciesexported,Moroccanproductsarenotconveyedtotheexportmarketinoptimalconditions,eventhoughqualitynormsarebecomingincreasinglystringent.CombinedwiththewealthinfishresourcesalongtheMoroccancoast,theopennesstointernationalmarketsgivesMoroccoaclearcompetitiveedge,ifinternationalmarketrequirementsonthesustainabilityofsupply,andthequalityandtraceabilityofproductsarefulfilled.

Table16:SWOTanalysisofMoroccanfisheryproductsexports

Strengths Weaknesses- extensivefisheryproductioncapability- underexploitedpelagicsstockinthesouthAtlantic

region(ZoneC)

-

goodproduct

image

of

the

Moroccan

sardine

(Pilchardus),recognizedforitsexceptionalqualityworldwide

- leadingpositiononthesardinemarket- Proximitytomarketswithhighdemand.

- Irregularsupplytoprocessingunits- poorrationalmanagementoffishresources- highconcentrationontheforeignmarket

-

limitedproduct

range

- limitedinnovationandresearchanddevelopment- lackofaggressiveandconcertednationalstrategy

topromotetheexportsofMoroccanproducts

-

DeficientlogisticstosupplyAfricancountriesandothercountrieswithhighdemand.

Opportunities Threats- freetradeagreements- strongincreaseinworlddemand- emergenceofnewimportingmarkets(Africa,

MiddleEast,

Unites

States)

- politicalwilltodevelopexports- ImplementationoftheHalieutisstrategy.

- emergenceofnewcompetitors- morestringentrequirementsforproductquality- Depletionofstocks.

Furthermore,givenitssignificantsocioeconomicstakes,thesectorofcoastalandtraditionalfishingisanessentialcomponentoftheMCA2 Morocco.AnamountofnearlyMAD1,367millionhasbeenearmarkedtoupgradethesectorinallitscomponents,fromfishingtomarketing.

A new integrated development strategy for the fishery sector in Morocco, called the Halieutis Plan, hasbeen launched. The strategy is articulated around three major areas: the sustainable exploitation of

resources

and

the

promotion

of

responsible

fishing,

the

development

of

efficient

fishing

to

optimize

product quality, and the improvement of competitiveness to conquer new market shares. In terms ofstrategicandstructuringmeasures,theHalieutisPlanentailstheimplementationofmanagementplansforfishery(octopus,prawns,andpelagics),thedevelopmentofaquaculturewhichcantakesomepressureofffishstocks,andthecreationofpolesofcompetitiveness.

2Millenium Challenge Account.

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40Similarly, according to the sectors operators, the Halieutis Plan has not dealt with the issue of thegeographicaldistributionoffishingasitshouldhave,giventhatfishingisfartoointensiveinthenorthandunderdevelopedinthesouthofthecountry.

Lackoforganizationindistributionnetworksaswellaslogisticalconstraintshavealsobeenunderlinedasobstaclestothe improvementofthesectorscompetitiveness,which shouldbe lifted iftheobjectivesoftheHalieutisPlanaretobeachieved.

Inanefforttobringtogetheralltheoperatorsofthesectorandtobuildfurtherconsensusaroundthenewstrategy, a special fair named Halieutis was created under the high patronage of His Majesty KingMohamedVI,andheldinAgadirfromJanuary26thto29th2011.ThesuccessofthisgreateventbodeswellfortheadoptionandtheimplementationoftheHalieutisPlaninthefuture.

Aquaculture:providing

leverage

to

diversify

Moroccan

exports

In theHalieutisPlan, thefourthproject toensuresustainability aims to developaquaculture significantlyandmake itadrivingeconomicsegmentforgrowth. InMorocco,aquaculturehashighpotentialandwillaimtoachieveaturnoverofmorethanMAD2billionby2020.

Aquacultureiscurrentlyunderdeveloped,withsometenunitsproducingbetween1,000and1,500tonsayear(lessthan0.1%ofallfisheryproduction),dividedintofish(88%)andshellfish(12%).Thesegmenthastocontendwithawholerangeofissues,suchasthescarcityandprohibitivepricesofusableareas,thelackoflegalprovisions,anditsheavydependenceontheinternationalmarket.Suchadependenceresultsfrom

supportpolicies

adopted

by

some

countries,

and

the

customs

barriers

put

up

by

importing

countries,

which

significantly undermine fair competition. Besides these constraints, aquaculture is known as a capitalintensiveventurethatrequiressignificantinvestmentandworkingcapital.

Nevertheless,aquaculturecancapitalizeonthesameopportunitiesasseafishing,especiallywithregardtothe proximity of importing markets, new prospects offered by economic openness, as well as to theincreaseindemandforfisheryproducts,domesticallyandinternationally.

Inadditiontothesegeneralopportunities,Moroccoisendowedwithconsiderablepotentialwhenitcomestositessuitableforaquaculture(lagunas,bays,highseaoroffshore,coastallowlandareas).Manypotentialsitesarestillunderexploited,especiallyalongtheMediterraneancoast.

Besidesnaturalassets,aquacultureinMoroccocancounton largenumbersofworkerswithfishingskills.Forinstance,inareaswherefishingistoointensive,fishermencouldberedeployedtodevelopaquacultureintheseareas.

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41According to international benchmarks3, and based on the experience of countries well advanced inaquaculture, the development of aquaculture in Morocco can only be achieved through theimplementation of coherent strategies with specific objectives, sufficient financial means, and anappropriatelegalandregulatoryframework.

Thestudyofinternationalbenchmarksshowsthatcountrieswithstrongperformancesinaquaculturehaveimplementedcoherentstrategieswithspecificobjectives,andprovidedthesectorwitheffectivemeansaswellasthenecessarylegalandregulatoryframework.Themainlessonstobedrawnfromtheanalysisofexperiencesworldwidecanbesummarizedasfollows:

1.

CoherentpoliciesforthesectorsdevelopmentIn most of the cases studied, national governments, in consultation with fishing industry professionals,have adopted coherent policies for the development of aquaculture. These policies often set production

targetfigures

over

the

medium

or

long

term,

and

propose

action

plans

with

the

means

to

implement

them

andachieveobjectivesset.

2.

LegalprovisionsspecifictoaquacultureCountries that have significantly developed aquaculture, such as Spain and Chile, have legal provisions

specifictothesector.Theseprovisionsensurethecoherenceofthedifferentfacetsofaquaculturepolicy(resources, markets, structure, research, training, employment, social relations ...), as well as thecoordinationbetweenthesectorsdifferentactorsandgreaterinvolvementinresearch.

3.

Integrationofaquaculturetorelatedsectorssuchasseafishing

Severalcountries

see

integration

as

a

process

contributing

to

the

development

of

aquaculture.

It

is

the

case

withEUcountriesthatencouragetheredeploymentofseafishingworkersinaquacultureinareasaffectedbysignificantdropsincatches.

4. FinancialassistancetobusinessesMostcountriesprovidedirectfinancialassistancetodevelopbusinesses,inviewofexpandingproductioncapacityand/orenhancingthecompetitivenessofexistingproductionunits.Spainalsoprovidesassistanceonriskmanagementtoaquaculturebusinesses.Thus,producersofseabream,seabass,turbot,mussels,and trout in seawater, have access to fish harvest insurance schemes covering different risks (marinepredators, diseases, variations in temperature, bad weather conditions, accidents, changes in salinity, oil

slicks,

chemicaland

biological

pollution).

These

schemes

are

provided

by

the

Spanish

insurance

group,

Agroseguro,whichreceivessubsidiesfromtheSpanishgovernmentandautonomouscommunities.

5.

SupportingscientificresearchandtechnologytransfersAll the countries studied allocate important resources to research and development. They all have sometype of national institute forresearchand development inaquaculture. Most ofthem allocateresources

3Comparison between neighboring Mediterranean countries (France, Spain, Egypt), Asia (Vietnam), andSouth America (Chile), presented in a study published by the Department of Studies and Financial Forecastsin 2008 on the analysis of the sector of sea fishing and aquaculture in the new context.

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42fortechnologytransfers,giventhatitisessentialtotheinnovationprocessthatleadstotheadaptationanduseofnewtechnologyandotherresearchanddevelopmentfindings.

6.

BettersanitarycontroltoensurequalityofaquacultureproductsThe health and safety of aquaculture products is one of the major and primary concerns of governmentinterventioninthedifferentcountriesstudied.Mostofthesecountrieshavesetupnationalprogramsforthe health of aquatic animals, to support an integrated approach to such an important aspect ofaquaculture,providenecessarysanitaryservicestotheindustry,aswellastakecontrolmeasuresandputinplacequickresponsemeasuresincaseofanyepidemicemergency.

Inmostofthesecountries,normsandstandardsarebeingreinforced,which isanaddedsellingpointforthe exports of the countries in question, but a supplementary hurdle for fish products imports to thesecountries.

7.

SustainabledevelopmentforthesectorAllthecountriesstudiedsupportthesustainabledevelopmentofthesector.However,thetypeofsupportprovided varies from one country to another and involves a series of advantages and socioeconomicbenefits. These benefits include, amongst other things, the fact that aquaculture is a reliable source offood, that it createsjobs and wealth, that it attracts foreign currency, that it contributes significantly toregionaldevelopment,andthatitcontributestotheuseoflandandcoastalareas.

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43Conclusionandrecommendations

The

analysis

of

the

recent

performance

of

Moroccan

fishery

products

exports

shows

that

they

fare

differently,dependingonspeciesandmarkets.

The breakdown of Moroccan fishery products exports basically shows the preeminence of four mainproducts that account for 80% of all the sectors exports, and that include frozen cephalopods (27%),canned pelagics comprising mainly sardines (37%), fresh white fish (8%), and frozen crustaceans, mainlypeeled prawns (6%). These exports are generally headed for EU countries and some African and Asiancountries,withmarketsharesthatdifferaccordingtothemarketandtheproducttype.

IntheEuropeanUnion,whichreceivesnearly70%ofMoroccanfisheryproductsexports,Spainremainsthemostimportantoutletwith46%oftheoverallvalueofthesectorsexports.ExportstotheEUcomprisethe

fourmain

products

exported,

with

frozen

cephalopods

and

canned

pelagics

enjoying

an

upward

trend

in

recentyears.

In terms of positioning on the EU market, Morocco is the leading exporter of canned sardines, and isconsidered as one of the main suppliers of frozen octopus to Spain. For fresh fish, and despite a strongpotential for production, Morocco does not fare so well on the EU market, with a mere 14% in marketshare. Nevertheless, in view of the drop in the market shares of its main competitors, especially withFrances declining resources, good opportunities to conquer new market shares are emerging. It isimportant to note that tariff conditions Moroccan products are subjected to on most EU markets haveimproved,followingtheMoroccoEUassociationagreementwhichcameintoforcein2000,andthe2012

MoroccoEU

trade

agreement.

These

agreements

notably

pertain

to

the

exemption

from

customs

duties

forfarmingandfisheryproducts,whichwillgiveMoroccanproductsprivilegedaccesstoabuoyantmarket,providedthatqualitynormsandstandardsaremet.

Asia isahigh potentialmarketforMoroccanproducts,butfisheryproductsexportsare limitedtofrozenoctopus and mainly headed for Japan, which receives 5% of all Moroccan fishery products exports andremains a major importer of crustaceans, molluscs, and shellfish. Moreover, Moroccos position on theoctopusmarketmaybeunderminedbyitsmaincompetitors,ChinaandMauritania,whichhaveincreasedtheir market shares since 2004. The Asian market could serve as a hub to reexport products to othercountriesintheregion,suchasThailand,Malaysia,andSouthKorea,thelargestimporterofoctopussince2010. In order to better market Moroccan products across SouthEast Asia, measures regarding the

simplificationof

procedures,

the

revision

of

tariffs

agreements,

and

the

upgrading

of

canning

units,

must

betaken.

As for Africa, Moroccan fishery products do not fare too well with less than 11% of the overall value offisheryproductsexports,despitethecontinentsstrongdemandfortheseproducts.Potentialforgrowthishigh, especially for canned and semicured products. Moreover, if logistical obstacles, notably regardingtransport,aretosomeextentovercome,tradewiththeAfricanmarketcanpickupandreachtheleveloftradewiththeEU.

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44Outsidethesetraditionalmarkets,Russiastillremainsthelargestimporterofsardines,theMoroccancoreproduct.Moroccoisthelargestsardineproducerintheworld,butithasnotmadeanyimpactonamarketwith imports worth $ 40.5 million in 2010 and mainly coming from Ukraine (50%). Ironically, MoroccanexportsdoreachsmallmarketsintheEastEuropeanregion,suchasHungary,acountrywhoseimportsofsardinesdonotexceed$4million.However,Moroccanexportsofcannedmackereltotheregionarenonexistent. More recently, South African imports of canned sardines have soared, and South Africa wasrankedlargestimporterin2009andsecondlargestimporterin2010.

Today,theUnitedStatesisthelargestimporteroffishandfisheryproducts.TheAmericanmarketshouldofferopportunitiestoMoroccanexporters,giventheadvantagesandpossibilitiesentailedinthefreetradeagreementbetweenMoroccoandtheUS.Thepromotionofexportstosucha largeandbuoyantmarketwill no doubt require efficient cost control and good management of transport times, which obviouslydependonthedevelopmentofspecificlogisticalservicesforfisheryproductsexports.

Generally,

Morocco

should

adopt

international

benchmarks

regarding

strategies

pursued

by

our

main

competitors, and draw inspiration from the experiences of other countries to come up with measures,especiallyintermsoforganizationandtrade,toboostthesectorsexports.

Onthebasisoftheanalysisproposedinthisstudy,andwiththeaimofachievingabetterpositioningfor Moroccan fishery products on the international market, several avenues can be explored to makeprogress:

1.

TechnologicalinnovationWith regardto product innovation,products adapted tothe requirements ofclientsand tothe different

uses

of

products

must

be

developed.

To

this

end,

the

following

pathways

to

development

could

beexplored:

- optimizethemarketingofpelagics,andusethevaststocksavailabletoincreasethepartwhichisprocessedintohighaddedvalueproducts;

- furtherprocessingoffrozenproducts,currentlysoldafterbasicprocessing;- boostinghighqualityfreshfishexports,inhighdemandontheinternationalmarket,by

increasing the production of high quality fish and widening the range of speciesproduced;

- developing innovative products, especially readymade dishes and marinades, torespondtonewconsumptiontrends,targetnewmarkets,andcreatemoreaddedvalue;

- complying with clients sanitary and quality norms, and developingMoroccan labels to

improvemarketability.

2.

ProspectingnewmarketsGiventhe costsand logistics of prospecting new markets,notably for small and mediumsize businesses,businessesinsearchofnewmarketscanbegivensupportthroughtheeffectiveuseofsupportmeasuresforming part of the strategy for export (information, export fairs, marketing and communicationcampaigns,creationofaplatformforexports...).

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453.

OrganizingexportactivitiesBoostingMoroccanexportsrequiresaplatformforfisheryproductsexportssetuptofacilitateMoroccan

businesses

access

to

growing

export

markets.

The

platform

can

essentially

pool

Moroccan

fishery

production,identifydemandonexportmarkets,establishcontactswithimporters,investors,governmentservicesandforeignbusinesses,aswellasimprovethevisibilityofMoroccanbusinessesabroad.

4. DevelopinglogisticsToenhancethecompetitivenessofnationalfisheryproducts,notablyontheAfrican,MiddleEastern,andUS markets, it is imperative to optimizeaccess costs and improve connectivity betweenour country andthese destinations. The implementation of the national logistics strategy must be speeded up, and theimprovement in infrastructure and outreach, especially toward the African market, must be furtherconsolidated.Effectively,thisstrategyaimstosetup3agroprocessingandmarketingplatforms,inAgadir(55haby2015),Laayoune(5haby2015),andDakhla(15haby2015).

Thestrategywillsignificantlyboostfisheryproductsexportsbycuttinglogisticalcosts,thankstooptimized,secure,andstandardizedmanagementoftheflowofgoods.

Withregardtomaritimetransport(95%offoreigntrade),Moroccomustmodernizeandupgradeitsfleettoenhance itscompetitiveness inthefield,andreduce itsdependenceonthefluctuations incargocostsworldwide.Itshouldalsoimproverepairandmaintenanceservices,inkeepingwithinternationalnorms.

Furthermore,Moroccoshould,inconcertwithitsAfricanpartners,bothbilaterallyandmultilaterally,aimto upgrade different modes of transport available. In this regard, constraints relating to cumbersome

regulations

and

administrative

procedures

generate

additional

transport

costs

in

Africa,

and

must,therefore,belifted.

5.

Developingaquaculturetosustainfisheryproduction

The development of aquaculture can help sustain fishery production and relieve pressure on fish stocks.Thefollowingmeasurescouldbetaken:

- designingacoherentandconsensualpolicyforthesector,withsetobjectivesandthespecificmeanstoimplementit;

- designing an adequate legal and regulatory framework which reflects the constraints and thepotentialofthesector;

-

developingacomprehensivesystem(norms,control,institutions...)toguaranteethesafetyandhealthofaquacultureproducts;

- Designingacommunicationstrategytopromotetheimageofthesectoranditsproductsintheeyesofconsumers,andforpublicopinionatlarge.

- Taking action inspired by, and in keeping with, the more general approach to sustainabledevelopment.

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47

Annexes

Appendix 1: The methodology for decomposing in terms of structure and performance

To identify the origin of the growth gap of fisheries total exports from one period to another, thesedifferences are decomposed into the structure and the performance of the product. To do this, we proceededfirst to the decomposition of these exports into the main exported products namely:

Canned Sardine,

Semi cured mackerel,

Frozen,Meal and fish oil,

Fresh or live,

Others.

We define the year-on-year growth rate of exports of fisheries in value between the timing t and t-1, Xt,as follows:

Xt= jtj

jt x ,,1 , where jt ,1 is the weight of product j in overall exports at the timing t-1 and jtx , the growth

rate of exports of product j between the timin

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