The handicraft industry in Morocco represents more than 9% of the country’s GDP and employs over 2 million people. Yet artisans struggle to expand the global market for their products, with total exports accounting for a mere 8% of the industry’s revenue. The primary overseas market for these products is the United States, which generated about $10 million of revenue in 2013.
At present the classic retail distribution model predominates in Morocco, but this adds minimal value for artisans largely because middlemen downstream in the supply chain capture much of the revenue.
The research project analyzed the country’s handicrafts supply chain, and developed a model that could help the industry boost both export volumes and artisans’ share of the profits.