Morocco is ramping up its efforts to break into the American olive oil market, with Morocco Foodex—its national export promotion agency—launching a bold new campaign aimed squarely at boosting the visibility and reputation of Moroccan olive oil in the United States. The initiative, set to unfold over the course of 2026, will combine a high-level business delegation with a targeted digital media push, designed to appeal both to industry professionals and everyday consumers on the U.S. East Coast.
The first phase kicks off in March with a major business-to-business mission in New York City. Around 100 participants are expected, including Moroccan exporters and American buyers from sectors like retail, fine dining, and food service. The event will feature pre-scheduled meetings, a plenary session, and a dedicated exhibition space to foster networking and deal-making. Each Moroccan company will be guaranteed at least eight business meetings, followed by a five-week post-event follow-up period to assess commercial outcomes and maintain momentum.
At the same time, Morocco Foodex will roll out a three-month digital marketing campaign focused on promoting the “Moroccan Olive Oil” brand across the Eastern Seaboard. The strategy includes paid social media content, influencer partnerships, and short-form video clips designed to highlight the product’s authenticity, traceability, and sustainable origins. The campaign will leverage American voices in wellness and gastronomy to build credibility and connect with an audience increasingly drawn to premium, responsibly sourced food products.
This move comes as the U.S. olive oil market experiences strong growth, particularly in the high-end segment. Moroccan olive oil, already praised for its quality and alignment with international standards, is well-positioned to tap into this upward trend. Morocco Foodex is betting on this momentum to establish Moroccan producers as reliable and competitive players in a market that is rapidly expanding and increasingly receptive to new sources of premium olive oil.
The timing could hardly be better. The 2025 olive harvest in Morocco is shaping up to be one of the best in recent years, with projected output reaching 200,000 tons. That bumper crop is expected to drive prices down to between 50 and 52 dirhams per liter, after years of cost increases. While this drop is welcome news for local consumers, it puts added pressure on producers to ramp up exports in order to maintain profitability and avoid oversupply on the domestic market.
By combining targeted B2B matchmaking with a strategic communication push, Morocco Foodex aims to offer Moroccan olive oil a high-impact launchpad into the U.S. market. The overarching goal is to turn the country’s current production boom into lasting commercial opportunities, giving Moroccan producers wider access to one of the world’s most lucrative and fast-growing food markets.
