What is Delassus’ strategy in citrus and what is its potential?
Our main focus in citrus is on value rather than volume. We are upgrading our varietal mix toward high-value easy-peelers such as Nadorcott and Leanri. At the same time, we are strengthening integration with our affiliated growers. We operate with a combination of our own production and long-term partner growers, which gives us both scale and flexibility.
Another major priority is resilience. Water and labor have become strategic issues, so we invest heavily to secure long-term continuity of the business. Finally, we are engaged in the B Corp certification process, because we want sustainability to cover all pillars of the company, not only farming.
Do you work with different club varieties? What share do they represent, and which ones are they?
Yes, we do work with club varieties when they bring real differentiation. We are part of the APNM, The Association of Producers of Nadorcott, in Morocco. APNM is the organization that structures and protects the development of the Nadorcott mandarin in Morocco and around the world. It brings together licensed growers under a clear framework of rules so the variety keeps a consistent premium positioning in export markets.
We also work partially with the Clemengold program. Clemengold is a strong brand that offers good market positioning and structured programs.
What are your main destination markets?
Europe remains our core destination, with focus on the UK, where citrus demand is stable and retail programs are well organized. We also serve North American markets and other countries that value Delassus Citrus supply.
What are your latest actions in terms of sustainability?
We are currently under B Corp audit. Our objective is to obtain a certification that looks at the company as a whole: governance, people, environment and customers. This reflects our belief that sustainability cannot be treated in silos, must be embedded across the entire value chain.
And your most recent actions in Research and Development?
A key area of R&D is water management. We are developing digital decision-support tools to optimize irrigation, based on drip systems, soil moisture and climate monitoring, better scheduling, and loss prevention. In parallel, we work on risk planning by diversifying sourcing zones and reinforcing grower partnerships, so we are less exposed to localized water stress. All major investments today are assessed through a water-resilience lens.
What are your main products?
Beyond citrus, we are also active in cherry tomatoes through our subsidiary Duroc. As with citrus, volumes are managed through structured programs, mainly for European markets, rather than spot trading.
Is labour shortage a problem for you?
Labor has become as sensitive an issue as water. Morocco is an agricultural country that has become very attractive due to the rapid development of berries and snack tomatoes. This creates strong competition for labor between berries, tomatoes and citrus. On top of that, Spain is also recruiting seasonal workers in Morocco, which further increases pressure on availability and costs.
Do you consider the Morocco–European Union agreement to be fair?
In principle, a rules-based trade agreement is positive because it creates predictability and encourages investment. We understand that Moroccan tomatoes, in particular, are perceived as a threat by some French producers, and this is a very sensitive topic. Our view is pragmatic: the market ultimately decides. Morocco imports large volumes of French wheat, even though it is itself a wheat producer, simply because French wheat is more competitive. What really matters is transparency and fair enforcement on both sides. In 2024, French imports of agri-food products amounted to €59.4 billions, while exports to Morocco reached €64.4 billions. (INSEE)
What perception do you think European consumers have of Moroccan produce?
Consumer perception is mixed but clearly improving. Moroccan products are increasingly associated with winter availability and good value. The best way to strengthen this perception is through communication and through proof: Morocco has all required certifications, transparent traceability, consistent eating quality and credible sustainability.
