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Streamlining the Value Chain in Fruit Production and Oil Processing

This study explores the disjointed actors in the current production of fruit, oil processing, and value-added services, focusing on European cosmetic manufacturers, cooperative wholesalers, and foreign markets. The findings indicate the necessity of an integrated business model to address the challenges in the supply chain effectively. Localized nut processing, community tree replanting, and centralized oil production are key strategies for enhancing the value chain. The case of Jamela demonstrates the potential to retain over 80% of the value in Morocco, emphasizing the importance of local reinvestment.

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Streamlining the Value Chain in Fruit Production and Oil Processing

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  1. Current production includes many disjointed actors in the value chain Fruit Production Oil Processing and Value Added Services European cosmetic manufacturers Cooperative Wholesaler Foreign Markets Farmers Government Tree Replanting Foreign Markets Moroccan Manufacturers European cosmetic manufacturers Foreign Markets Cooperative Farmer Direct relationship only possible for large farmers Indicates that they are separate actors in the supply chain

  2. An integrated business model is the most efficient way to address the current problems in the value chain Fruit Production Oil Processing and Value Added Services Localized nut processing Sale in Foreign Markets Centralized Oil Production and Value Added Unit Sale in Foreign Markets Localized nut processing Community Tree Replanting Farmers Sale in Foreign Markets Localized nut processing Centralized Oil Production and Value Added Unit Sale in Foreign Markets Localized nut processing One actor involved in these activities

  3. Jamela vs. Competitors: More value stays in Morocco > 80% < 3% Percent of retail price retained/reinvested in Morocco

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