Moroccan participation in the International Agricultural Show (SIA) in Paris (February 22 – March 2) illustrates the richness and diversity of the national terroir, emphasized Mahjouba Chkail, Director of Development and Marketing of local products at the Agricultural Development Agency (ADA).
Under the supervision of the ADA, the Moroccan stand at the SIA is marked this year by the presence of 30 exhibitors representing 76 cooperatives and nearly 2,000 small farmers from the twelve regions of the Kingdom, the ADA official specified.
This edition, which honors Morocco for the first time in the history of the SIA, highlights the most sought-after products in the French market, such as argan oil, saffron, dates, olive oil, carob, and aromatic and medicinal plants, she explained.
Regarding the organizational aspect of the stand at the SIA, Ms. Chkail stressed the importance of optimal management of the teams on-site to ensure the smooth running of activities. She particularly highlighted the support for exhibitors, a key element to guarantee a successful presentation of products and smooth interaction with visitors.
Ms. Chkail reported a particular enthusiasm from French visitors for Moroccan products and a remarkable influx of the Moroccan community. The ADA official also noted that the Moroccan pavilion has seen particular success with economic operators, restaurateurs, and representatives of major French retail chains, who came to explore the Moroccan market.
The Moroccan pavilion, with its authentic architectural design, was specially designed to offer an immersive experience to visitors. Easily identifiable from the entrance of Hall 5 of the Exhibition Palace, it includes three distinct areas: an institutional zone featuring cooking shows, a space dedicated to cooperatives showcasing the diversity of exhibited products, and a welcome area for official delegations and BtoB meetings.
Adorned with illustrations showcasing the richness and diversity of the twelve regions of the Kingdom, the national pavilion also offers musical performances celebrating Moroccan cultural heritage.
A dynamic promotion program is also in place, including street marketing actions such as the distribution of brochures and kits on the Kingdom’s agricultural products. Digital advertising campaigns are also broadcast via digital screens at the Show.
Founded in 1964, the International Agricultural Show in Paris is considered one of the largest global gatherings dedicated to food and agriculture, bringing together consumers, decision-makers, supply chain operators, and agricultural innovation researchers.
The honor bestowed on the Kingdom at the SIA also resonates with an upcoming event: France will, in turn, be the guest of honor at the International Agricultural Show in Morocco (SIAM) in Meknes (April 21-27).