Fez — From December 5, 2025 to January 2, 2026 Morocco is putting its agro-food know-how on display in Paris through a 250-square-meter concept store dedicated entirely to its products.
Set up by Morocco Foodex in the city’s 1st arrondissement, the space aims to introduce French and European visitors to the quality, diversity, and origin of Moroccan produce from land and sea.
A month inside ‘Morocco Kingdom of Taste’
The temporary store, branded “Morocco Kingdom of Taste,” has been designed as an immersive showcase rather than a simple retail corner. Morocco Foodex presents the pop-up as a sensory route through the country’s main agro-food sectors, highlighting both flavor and the production standards that support exports.
Visitors are invited to discover a carefully selected range of products that reflects Morocco’s agricultural and maritime wealth. Fresh produce, processed items and emblematic specialties share the same space, with a focus on traceability, safety, and the stories behind each category.
Four themed weeks around key products
Over the course of the month, the concept store is structured around four weekly themes, each shining a light on a different pillar of Moroccan agro-food production.
The first week focuses on fresh fruit and vegetables, putting their diversity, organoleptic qualities and strict traceability standards front and center. The second week is dedicated to olives and olive oil, two iconic products of the Kingdom and a growing export segment.
In the third week, the spotlight shifts to seafood. Morocco’s Atlantic and Mediterranean coasts supply a strategic sector built on freshness, rigorous quality protocols, and strong control systems that govern how fish and seafood reach the market.
The final week enters a softer, wellness-focused universe with argan oil and amlou. These two identity products embody the link between natural resources, tradition, and demanding production methods, from argan groves to finished spreads.
Live cooking and culinary encounters
Beyond the shelves, the pop-up is designed as a place for exchange. Throughout the activation, live cooking sessions and culinary workshops invite visitors to discover traditional recipes and contemporary creations using Moroccan ingredients.
Chefs and animators guide participants through tastings and demonstrations, turning the concept store into a space where products are not only showcased but cooked, shared and contextualised. The idea is to move from labels and origin stories to concrete experiences on the plate.
A global player in agro-food exports
This initiative comes at a time when Morocco’s agro-food sectors are showing strong performance on international markets. The country remains the world’s leading exporter of canned sardines, frozen octopus and green beans. It is also the second-largest exporter of clementines, prized for their distinctive flavour, and ranks among the top three global exporters of tomatoes.
Other products confirm this momentum, including frozen sardines, raspberries and table olives, all of which occupy top-three positions worldwide according to recent sector reports. At the same time, the olive sector continues to grow, consolidating Morocco’s place among recognized players on international olive oil and olive markets.
Supported by this diversity and depth, Morocco today stands among the key actors in global agro-food exports. Its products have been present for generations on shelves across the five continents, carried by recognized know-how, constant quality requirements and a sector increasingly oriented toward innovation and sustainability.
In that context, the Paris concept store functions as both a tasting room and a statement: an invitation to discover Moroccan flavors up close, and a reminder that behind each product lies a structured, export-ready industry anchored in the Kingdom.
