In French farmers’ demonstrations, Moroccan tomatoes, along with Ukrainian sugar, were held up as symbols of unfair competition. These products are available year-round and offer unbeatable prices due to low labor costs.
Azura, a leading cherry tomato producer, was particularly targeted. The majority union alliance FNSEA-Jeunes agriculteurs organized the placement of labels in French and Arabic reading “origin Morocco” on Azura’s trays, claiming the company was labeling the origin too discreetly.
“We strictly adhere to the rules,” retorted Azura’s deputy general manager, Abir Lemseffer, during a press briefing in Paris.
While farmer discontent has been widespread across Europe this winter, “only in France have we been subjected to a smear campaign,” she said, calling the “stigmatization” of Moroccan origin “shocking.”
The company, established in 1988, describes itself as a “Franco-Moroccan family group” with an annual turnover of €500 million and employs 18,000 people (200 in France, the remainder in Morocco).
Azura cultivates in the south of Morocco where the climate allows for year-round harvesting of tomatoes without the need for heated greenhouses. Their operations are concentrated around Agadir and Dakhla, located in the disputed territory of the Sahara.
The tomatoes are transported to Europe by truck and boat. From Perpignan (south of France), they are then shipped to supermarkets in France, Germany, and Sweden.
“To be able to sell to Swedish retailers, we undergo annual audits by independent auditors,” Ms Lemseffer asserts, ensuring compliance with social and environmental standards.
French producers criticize Moroccan tomatoes for benefiting from partial exemption from customs duties under a free trade agreement with the EU.
While there is a quota, systematically exceeded, beyond which Moroccan companies pay customs duties, Azura notes that “eight million euros per year are paid in France.”
Moroccan tomato cultivation is also accused of contributing to the depletion of water resources in a country facing a sixth consecutive year of drought.
Azura clarifies that its Agadir operations use desalinated seawater for irrigation and assures they intend to do the same in Dakhla once a desalination plant becomes operational.
The Cherry Tomato Wars: Azura and the French Farmers’ Fight
The recent demonstrations by French farmers have shone a spotlight on a fierce and often overlooked battleground: the battle for the European tomato market. At the heart of this conflict lies a Moroccan company, Azura, a major player in the cherry tomato industry, whose success has become a symbol of unequal competition in the eyes of many French producers.
The Fuel of the Farmers’ Fury
French farmers, struggling with rising costs and declining profit margins, have grown increasingly frustrated with the influx of Moroccan tomatoes, which they perceive as unfairly competing with their own produce. The tomatoes are available year-round, thanks to Morocco’s favorable climate, and are often sold at significantly lower prices, attributed to lower labor costs.
One of the key grievances of the French farmers has been the role of Azura, a leading producer of cherry tomatoes. The farmers have accused the company of failing to prominently display the origin of its tomatoes, leading to a perceived lack of transparency. This frustration has culminated in demonstrations where farmers have stuck labels with the words “origin Morocco” in French and Arabic onto trays of Azura tomatoes.
Azura’s Response: Transparency and Compliance
Azura, a “Franco-Moroccan family group,” has vehemently denied the accusations of misleading consumers. They maintain that they strictly comply with all regulations and that they clearly indicate the origin of their products on their packaging. Azura has also highlighted its commitment to social and environmental responsibility, pointing to its stringent auditing practices and its use of desalinated seawater for irrigation in Agadir, a key factor in mitigating the water stress in Morocco.
The Free Trade Agreement – A Controversial Factor
A significant point of contention is the free trade agreement between the EU and Morocco, which allows for a certain amount of Moroccan produce to be imported without tariffs. While this agreement has contributed to lower prices for consumers, French producers argue that it creates an uneven playing field, allowing Moroccan companies to undercut their prices.
Azura counters this argument by emphasizing that it pays substantial customs duties for its exports beyond the agreed-upon quota, amounting to millions of euros annually. They insist that their success is not solely reliant on preferential trade agreements but also on their dedication to quality and efficiency.
The Sustainability Debate
Beyond the economic concerns, the debate also touches upon the environmental impact of Moroccan tomato cultivation. Critics argue that the intensive irrigation practices used to produce tomatoes in Morocco can contribute to the depletion of water resources, especially in a region already facing significant drought.
Azura has responded to this concern by highlighting its use of desalinated seawater for irrigation in Agadir and their plans to implement the same technology in Dakhla. They contend that they are proactively addressing the water scarcity issue, not contributing to it.
A Complex Issue with No Easy Solutions
The conflict between French farmers and Azura highlights the complexities of global trade and the challenges of balancing economic interests with environmental and social concerns. While the farmers’ anger is understandable, the issue is not simply regarding unfair competition or the lack of transparency. It is regarding finding sustainable solutions that benefit all parties involved, including consumers, farmers, and the environment.
Key Takeaways
- The French farmers’ anger towards Moroccan tomato importers like Azura is driven by concerns over unfair competition and the perception of transparency issues.
- Azura maintains its compliance with regulations and highlights its commitment to social and environmental responsibility.
- The free trade agreement with Morocco, while providing lower prices for consumers, has been criticized for creating an uneven playing field for European producers.
- The environmental impact of Moroccan tomato production, especially in terms of water usage, remains a point of contention.
- Finding solutions that address the economic, social, and environmental complexities of global agricultural trade is essential.
Table: Key Issues in the Cherry Tomato Wars
| Issue | French Farmers’ Perspective | Azura’s Perspective |
|---|---|---|
| Origin Transparency | Lack of clear labeling | Compliance with regulations |
| Free Trade Agreement | Unfair competition due to tariff exemptions | Payment of significant customs duties |
| Water Usage | Contribution to water depletion | Use of desalinated seawater |
