Sustainable Practices in Moroccan Citrus Farming: A Case Study on Agri-Food Supply Chains

This research provides a comprehensive analysis of Sustainable Agri-Food Supply Chain Management (A-FSCM) in the context of Moroccan citrus farming. In the framework of the country’s Green Generation Strategy 2020-2030, this study adopts a case study approach to examine the factors influencing sustainable practice adoption within a prominent Moroccan citrus farm group. Through a series of 15 structured interviews with diverse personnel across the group’s eight distinct business units, this investigation captures the nuanced perspectives on sustainability in the citrus supply chain. The research methodology employs qualitative data analysis and achieves theoretical saturation, ensuring a comprehensive understanding of sustainability integration. The findings highlight the intеrplay of technological innovation, markеt responsivеness, and environmental considеration in enhancing economic and еcological citrus sector resilience. These results not only reflect on the specific challenges and opportunities in Moroccan agri-food sectors but also contribute to the overall discourse on sustainable supply chain management in agriculture. Hence, the findings have important implications for similar agri-food supply chains facing double-edged nature of climatic adversities and market pressures.