Frutivar initiative is already working with its first berry plants for Moroccan growers
Chile’s Grupo Hijuelas and Moroccan grower-exporter Les Domaines Agricoles have joined forces to launch Frutivar, a new platform focused on plant propagation, production, and development in Morocco.
The initiative combines the technological and nursery expertise developed by the Chilean group with the in vitro production, agricultural, and commercial capabilities of Les Domaines.
The aim is to establish domestic plant production capacity in Morocco, bringing new genetic options and technical know-how to the North African country’s growers. It relies on the application of production models to support the growth of Morocco’s fruit industry, which continues to gain importance in international markets.
Grupo Hijuelas contributes its expertise in micropropagation and the production of high-standard plants, alongside a growing international platform that links genetics, technology, and production development across various markets – including Chile, Peru, Colombia, Mexico, Brazil, the US, South Africa, and France.
Les Domaines is one of Morocco’s leading agricultural groups, operating an integrated model covering various production activities and maintains a strong international presence, exporting fruit and vegetables to more than 40 countries.
The group is also a leading producer of fruit plants in Morocco, operating through its nurseries and the El Bassatine laboratory, which carries out the micropropagation of date palms, bananas, Rosaceae, and cacti, among other species. Les Domaines brings this expertise to Frutivar, complementing the genetic programmes and industrial scale of Grupo Hijuelas.
Leveraging the experience of both partners, the new company aims to play a leading role in a highly dynamic market.
Frutivar has launched its berry operations alongside the setup and installation of its infrastructure in Morocco. In this initial phase, plant material was shipped from Chile to be rooted at Frutivar’s facilities. The first plants have already been delivered and established by Moroccan growers, marking the project’s first generation in the country.
Remo Nasi, head of the EMEA region for Grupo Hijuelas, said this stage is crucial for the growth and consolidation of the Chilean holding company’s global presence. “Grupo Hijuelas’ capacity for development and partnership demonstrates the global value placed on its experience and the results it has proven over the years,” he noted.
Badr Bennis, deputy general manager of Les Domaines, commented: “In vitro cultivation is a craft we have practiced for 40 years in the kingdom’s strategic sectors. Frutivar is extending this to new species, alongside a partner that provides access to international breeding programs and proven industrial-scale capabilities”.
Frutivar has already signed its first international agreements, enabling Moroccan growers to access various varietal programmes.
The company is also adding new genetics to its portfolio to progressively expand the options available to growers and contribute to the growth and diversification of local fruit production. Meanwhile, teams from both companies maintain an ongoing programme of training and technical exchange.
Through Frutivar, Grupo Hijuelas and Les Domaines Agricoles said they aim to establish a long-term operation that gives growers access to new plant varieties and propagation capabilities, using Morocco as a base for regional development.
