Challenges in citrus market chains in Tunisia and Morocco
Résumé
In the tradition of the French school of agri-business and rural economy, the objective of this chapter is to analyse the challenges and opportunities of the citrus industry in two Maghreb countries: Tunisia and Morocco. This chapter complements Chap. 7 on global value chain analysis, which stressed consumer value as the most important parameter in value chain analyses. The citrus market chains are also associated with a group of innovation chains that contribute to both the technology and competition dynamics in the agricultural or industrial sector. In Tunisia we place emphasis on the analysis of innovation and issues related to biotic stresses. In Morocco we discuss the Green Morocco Plan to discuss the ongoing changes and major reforms to be implemented, with particular attention to the players and their strategies. We conclude on the similarities and differences in these two countries. In both cases, these countries are seeking comparative advantages enabling them to maintain their market shares: higher yields, development of labels, logistics improvement and better organization of the sector.