CULTIVATING THE FUTURE: LABOR AS THE NEW HORIZON FOR HORTICULTURE IN MOROCCO

Against a backdrop of profound shifts in rural dynamics, increasing international market demand, and a global redefinition of “responsible agriculture” standards, Rabat hosted the national conference “Cultivating the future: Labor as the New Horizon for Horticulture in Morocco” on Thursday, January 29, 2026. Organized by the Moroccan Association for the Development of Human Resources (AMDRHA) and with the participation of the Secretariat of State for Employment at the Ministry of Economic Inclusion, Small Business, Employment and Skills.

The event comes at a pivotal moment for the Moroccan horticultural sector. Over the past fifteen years, Morocco has made significant progress in structuring production basins, modernizing practices and boosting export competitiveness, driven by strategic partnerships with leading national and international players. However, there is a need for a more structural approach and framework: together with water, labor has become one of the two most critical, volatile and strategic topics for horticultural competitiveness.

From the outset, the conference’s objectives were clearly set out: to align a still-fragmented industry around a common factual basis on labor dynamics, to structure a sectoral dialogue that goes beyond scattered debates, and to place the professionalization and well-being of the workforce at the heart of the national agenda, to preserve Morocco’s competitive position in world markets. Crucially, the event served as the launchpad of what is proposed to be a “Partnership for Action on Decent Work in Horticulture”, a new multi-stakeholder entity designed to oversee the development and implementation of the National Roadmap for Horticultural Labor 2026–2030.

The conference was chaired by Mr. Hicham Sabiry, Secretary of State for Employment, who reaffirmed the public authorities’ commitment to job quality, social protection, respect for labor standards and alignment with international standards. He also emphasized the role of the Ministry as a key partner in structuring career paths and developing skills of agricultural workers.

In his opening remarks, Mr. Otman El Qacemi, President of AMDRHA, stated, “It is essential for the sector to move from isolated discussions to a coherent, industry-wide vision for the future of the horticultural workforce, enabling operational, coordinated, and measurable responses.”

 

Thanks to the contribution of renowned national and international experts, the conference addressed the main determinants of horticultural labor in a structured manner. Discussions first focused on a rigorous analytical diagnosis, based on socio-demographic data, the realities of the agricultural labor market, issues of labor availability, turnover, gender, social protection, housing and transport.

Discussions then highlighted that workforce quality is now a decisive factor in export performance, as international buyers increasingly integrate requirements linked to human rights, decent, fair work conditions and due diligence. Panelists noted that beyond moral obligations, fostering a dignified work environment is the right thing to do and makes undeniable business sense. By offering better professional opportunities and stable livelihoods, the industry naturally reduces turnover and strengthens long-term productivity. Dedicated sessions emphasized that climatic, technological, and organizational transitions cannot be achieved without targeted investment in labor.Furthermore, participants discussed the power of strategic communication to change public perceptions of agricultural work, elevating it as a respected and attractive career path.

An international comparative perspective enriched the debates, highlighting foreign models that have successfully reconciled economic performance and social governance of labor, as well as reform levers applicable to the Moroccan context. In an era of shifting global politics, experts highlighted the essential role of international public institutions, in providing the frameworks and technical support necessary to elevate national standards to global excellence. Finally, an action-oriented multi-stakeholder dialogue helped to identify shared priorities and clear responsibilities between public and private players.

To accelerate sustainable progress, the event united both institutional and commercial stakeholders dedicated to strengthening Morocco’s horticultural competitiveness and social performance. Horticultural stakeholders – including Driscoll’s, Comader, Interproberries Maroc, Apefel and Maroc Citrus and other sector representatives – joined with public institutions, growers, worker representatives, and financial partners to advance a collaborative agenda.

As highlighted by Mario Steta, VP Corporate Affairs at Driscoll’s in EMEA, “Morocco’s long-term global position will be strengthened through collective action across all stakeholders, and an approach that focuses on building secure, qualified and recognized job opportunities for the people in horticulture. With around 200 stakeholders present, the strong turnout underscored both the urgency and strategic importance of investing in people to ensure decent working and living conditions.”

All proposed approaches emphasize voluntariness, legal compliance, worker representation, and alignment with internationally recognized labor and human rights standards.

Based on the commitment to join forces within the future of the proposed “Partnership for Action on Decent Work in Horticulture”, this high-level conference provided the framework for concrete recommendations that will serve as the backbone for the National Roadmap for Horticultural Labor for 2026-2030. The goal is to provide the sector with a common reference point and coordinated actions to meet the challenges of workforce stability and market expectations.

Key Outcomes and Strategic Orientations

The conference aimed to align the industry around five priority pillars that will form the backbone of the upcoming National Roadmap for Horticultural Labor:

1. Social Protection & Integration: Harmonizing national support programs to ensure social security encourages formal employment and protects rural families.
2. Modernized Regulatory Framework: A framework that ensures safe and fair conditions and the protection of worker rights for every person in horticulture, while ensuring compliance with international standards.
3. Strategic Internal Mobility: Organizing seasonal “mobility ” between agricultural regions and stable job opportunities for the workers, supported by institutionalized mechanisms for dignified housing and safe transport.
4. Expanding the Talent Pool: Enhancing sectoral attractiveness by broadening recruitment to new demographics, such as legally eligible youth, students and seniors, with full safeguards for education, health and voluntary participation.
5. Productivity through Skills: Moving toward “Capability Building” by linking compensation and benefits to training, professionalization, and measurable performance.

About AMDRHA

 

AMDRHA (Association Marocaine de Développement des Ressources Humaines) is Morocco’s leading organization dedicated to the promotion, structuring, and modernization of Human Resources management. It serves as a high-level platform bringing together HR Directors, executives, industry experts, researchers, and institutional stakeholders united by a common goal: leveraging labor as a driver for both economic and social performance.

Through national and international partnerships, AMDRHA supports organizations across key strategic pillars, including employability, social dialogue, HR governance, diversity, and quality of working life. By organizing conferences, training programs, and specialized studies, the Association actively contributes to the dissemination of best practices, aligning Moroccan talent management with international excellence and the Kingdom’s development priorities.

About the Conference Partners

 

To accelerate sustainable progress, this event brings together a broad group of institutional and commercial stakeholders committed to strengthening Morocco’s horticultural competitiveness and social performance.

The conference also convenes leading experts and stakeholders from across the value chain to align priorities, move beyond compliance-driven approaches, and promote practical solutions on skills development and social governance. Together, partners reinforced a shared direction for the sector: building long-term resilience on secure, skilled, and recognized workforce, anchored in measurable improvements in working and living conditions for the women and men who sustain horticultural production.

 

The conference also benefited from the invaluable support of official inter-professional partners, whose mobilization ensured the discussions remained anchored in operational realities: APEFEL, COMADER, INTERPROBERRIES MAROC, and MAROC CITRUS.

AMDRHA extends its sincere thanks to all sponsors and panelists who contributed to the organization and success of this conference, reflecting their commitment to a more competitive, responsible, and sustainable horticultural ecosystem.

 

Press Contact

Agence Blue Chili

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