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

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.