ANALYSIS OF WHOLESALE MARKET INTEGRATION AND SMALLHOLDER MARKETING STRATEGIES: A CASE STUDY OF THE APPLE SECTOR IN MOROCCO

The sustainability of food systems depends not only on production but also on how markets operate. In Morocco, wholesale markets are key actors in agricultural value chains, yet persistent inefficiencies weaken sector performance and food system resilience. The apple sector, strategic for smallholders and shaped by important actors such as intermediaries, wholesalers, and market managers,illustrates these challenges.
This study examines the integration of five wholesale markets (2014–2024) and draws on surveys with 140 farmers and interviews with key market actors. Results show incomplete and asymmetric price transmission, revealing structural inefficiencies and power imbalances. These weaknesses reduce smallholder incomes, deepen territorial disparities, and limit consumer access to affordable products. Strengthening market infrastructures and improving coordination among actors are essential for more sustainable food systems in Morocco.