FOOD DISTRIBUTION

Morocco’s Terraa combines its B2B and B2C food distribution strategies

By our African Marketing Confederation News Team | 2024

B2B platform for fruit and vegetable distribution is creating an end-to-end logistics solution for farmers to connect directly with retailers.

Terraa, the Moroccan B2B distribution platform for fruit and vegetables, continues to expand into the B2C retail market and has opened its 18th store in the country. It opened its first outlet in February of this year.

Terraa is combining B2B and B2C distribution strategies. Photo: Terraa

The B2C retail locations are in Casablanca, Bouskoura, Dar Bouazza and Nouaceur. According to Terraa, the aim is to have 200 outlets across Morocco by the end of 2026. 

 

The company sources fresh produce from farmers and delivers it to retailers and ‘Horeca’ outlets. The latter encompasses catering services, coffee shops, cafés, restaurants and fast food. But it excludes food retail outlets, such as supermarkets. 

 

Terraa is a startup and last year raised more than US$1.5-million from international investors to begin its B2B distribution platform for fruit and vegetables. 

 

“The startup food tech platform aims to cut out wholesalers and distributors from the value chain for fruit and vegetables and so remove inefficiencies, cut waste and lower prices,” reports Trendtype, the emerging markets consultancy. 

 

“Terraa’s goal it to provide an end-to-end logistics solution for farmers to connect directly with retailers. Terraa claims that the wastage rate is just 4% by volume.” 

 

Food distribution in Morocco has traditionally been inefficient 

 

Morocco has typically had inefficient food systems due to fragmentation and the intervention of multiple intermediaries. It has also been beset by drought and unsustainable farming practices. 

 

According to AfricArena, a website that covers the African tech investor market, Terraa sources fresh produce directly from farmers and delivers it within hours to consumers through its network of stores.  

 

“Terraa provides farmers with a higher income and a steady demand for their goods while guaranteeing customers the best fresh produce at the lowest prices, all within a unique shopping experience,” AfricArena states.

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Rozanne
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    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.