Marketing Strategies of Moroccan Agricultural Terroir Products: The Case of Dates from the Draa Valley

Abstract

The objective of this article is to explain how producers and traders can maximize the value of Moroccan agricultural terroir products, such as dattes from the Drâa Valley, by adopting effective marketing strategies to better position them in markets and support sustainable development of terroirs based on social and solidarity economies. This analysis combines a quantitative study (survey administered to local actors: producers, cooperatives, traders, and distributors) with an empirical literature review, in order to identify the advantages and limitations of marketing strategies and propose practical recommendations.

The study highlights that Drâa Valley dattes have significant potential in both national and international markets, yet their commercialization is constrained by limited visibility, traditional distribution channels, and insufficient promotion and certification. The proposed recommendations focus on enhancing product quality through labels and certifications, modernizing distribution channels, developing digital marketing, and supporting local cooperative structures to ensure sustainable and responsible production.

JEL code: Q13, M31, O13, L31, R11

Paper type: Empirical Research