Moroccan AgriTech highlighted at the Fruit Attraction 2026 international fair in Madrid

From October 6 to 8, 2026, the Euromed University of Fes (UEMF), through its Euromed Innovation Center (EIC), accompanied six Moroccan startups from the Tech4Farmers program to the Fruit Attraction international fair, held at IFEMA Madrid. This participation was made possible thanks to the support of the French Development Agency (AFD), as part of the Tamkin Li Tanmia project.

A major event for the global fruit and vegetable sector, Fruit Attraction brings together professionals from production, distribution and agricultural innovation. Present at the Innova & Tech pavilion (Hall 5), the Moroccan delegation showcased innovative solutions addressing productivity, resource management, traceability and sustainability challenges in supply chains.

At the UEMF booth, the participating startups presented technologies and models adapted to the needs of the agricultural sector. Jodoor develops hydroponic farms enabling continuous production of leafy vegetables and aromatic herbs with reduced water consumption. PCS AGRI (Track Seeds) offers an application based on artificial intelligence and computer vision to analyze seed germination from photos taken with a smartphone. ARWA Solutions, for its part, combines connected sensors, satellite data and artificial intelligence to support decisions related to irrigation, fertilization and crop protection.

The delegation also highlighted solutions dedicated to the sustainable transformation of agricultural value chains. OBENS develops a traceability and sustainability monitoring platform for supply chains, while Wasit combines commercial matchmaking, input financing and data processing by artificial intelligence to support small farms. Green Innovation Plus is engaged in a circular economy approach by valorizing agricultural plastic waste to manufacture foldable crates in Morocco for transport and packaging.

Beyond international visibility, this participation allowed startups to test their solutions against the expectations of European professionals, to engage in exchanges with buyers and distributors and to explore new prospects for commercial cooperation. It thus paves the way for future B2B meetings, pilot projects and the development of export partnerships.

Through Tech4Farmers, UEMF and its Euromed Innovation Center continue their commitment to agricultural entrepreneurship and innovation, supporting Moroccan startups in developing their solutions and accessing new markets. This initiative contributes to the prominence of Moroccan AgriTech and to the emergence of a more innovative, efficient and sustainable agriculture.