Morocco winery eyes import expo for China foray

RABAT - Mamoun Sayah, general manager of Morocco's agricultural firm Red Farm, is readying to introduce the company's wines into the massive Chinese market through the first China International Import Expo.

The CIIE is scheduled to be held from Nov 5 to 10 in Shanghai.

"Our winery is expanding its production capacity," Sayah said. Red Farm used to produce 2.5 million bottles of wine each year. The winery owns 300 hectares of grapes, 50 hectares of which will be harvested for the first time this year, he said.

Such a bumper harvest, which will help increase the wine production to 3 million bottles this year, has made Sayah turn his attention to the vast Chinese market to "digest the new capacity", especially less than two weeks ahead of the CIIE.

"It is very attractive for us to participate in this event. At present, our wines are mainly sold domestically, and we hope to further open the export market."

Red Farm's vineyard enjoys superior geographical conditions: 450 meters above sea level, backed by the valley, and adjacent to the Atlantic Ocean.

This guaranteed the quality of the grapes and a French winemaker is also hired to guide wine production, said Sayah, reinforcing full confidence in the winery.

At present, the winery boasts two wine-filling production lines and has signed supply agreements with Moroccan high-end hotels.

On the potential Chinese market, Sayah said that with improving living standards, Chinese consumers' demand for Moroccan wine will likely rise.

"Chinese consumers know very little about Moroccan wines. Therefore, Red Farm will adopt more modern and fashionable outer packaging and focus on marketing," he said.

"I believe Moroccan wines can break through the stranglehold of French wines and find a place in the Chinese market."

According to Sayah, Red Farm will focus on promoting its red, white and rose wines at the Shanghai expo, and strive to penetrate the Chinese market through wine-tasting sessions and on-site interactions.

"Chinese consumers will find that the Red Farm wines are cost-effective and have a unique flavor. Our goal is to export 500,000 bottles of wine to China every year," he said.

In addition to wine, Red Farm also produces 200,000 bottles of olive oil per year, and the import expo will be a good opportunity to expand the sales of olive oil as well, Sayah said.

Currently, two Moroccan companies have decided to participate in the CIIE. Morocco's Secretary of State for Foreign Trade Rakiya Eddarhem said their presence contributes to the diversification of the country's economic partners and raises the popularity of its products.

Hassan Sentissi El Idrissi, president of the Moroccan Association of Exporters, said that Moroccan firms' participation in the CIIE is strategic to promoting the country's exports. The export thrust and the kingdom's African orientation are beginning to bear fruit, he said.

More than 2,800 enterprises from more than 130 countries and regions have confirmed their participation in the CIIE.