“Morocco Kingdom of Taste”: Morocco unveils an immersive gastronomic showcase in the heart of Paris

For nearly a month, Paris’s 1st arrondissement hosts Morocco Kingdom of Taste, a unique pop-up store dedicated to showcasing Moroccan agricultural and seafood products. Designed as a cultural and sensory journey, the space invites European audiences — professionals, food lovers and the curious — to explore the origins, production methods and expertise behind Morocco’s leading food sectors.

A vibrant space for transmission and exchange

Developed by Morocco Foodex, the agency responsible for promoting Moroccan agri-food exports, the concept store acts as a modern and educational showcase. Its ambition is to demonstrate that each product reflects a structured value chain, built on quality standards, traceability and sustainability.

The experience is organized around four weekly themes, each highlighting a flagship sector. The first week focuses on fresh fruits and vegetables, emphasizing varietal diversity, freshness and compliance with international standards. The second week is dedicated to olives and olive oil, cornerstone products of Morocco’s agricultural heritage.

The third week celebrates seafood products, a strategic sector in which Morocco has become a global reference thanks to product freshness, cold-chain management and strict sanitary controls. The final week offers a wellness-oriented journey centered on argan oil and amlou, two iconic products symbolizing the link between tradition, natural resources and territorial value creation.

To tell a new story about its agriculture and gastronomy

Beyond product discovery, Morocco Kingdom of Taste is conceived as a vibrant space for transmission and exchange. Live cooking sessions and culinary workshops allow visitors to learn traditional recipes, discover contemporary interpretations and better understand Moroccan gastronomy as a living, evolving culture.

This initiative comes at a time when Moroccan agri-food sectors are posting strong international performances. Morocco ranks among the world’s leading exporters of canned sardines, frozen octopus and green beans, and holds second place globally for clementines. The Kingdom is also in the global top three for tomatoes, raspberries, table olives and frozen sardines.

Through this Parisian concept store, Morocco reasserts its ambition to tell a new story about its agriculture and gastronomy — one rooted in heritage, driven by innovation and aligned with global markets. A true “taste diplomacy” positioning the Kingdom as a key player in the global agri-food landscape.