When Montana pulse farmer and MPCC board member Paul Kanning traveled to Morocco this September, he returned with a clear message for his fellow growers: the future is full of potential — especially in Africa.
“This was my first international trade event, and I’ll never forget the experience,” Kanning said. “(USA Pulses) put us in front of all the right agencies, decision-makers, and marketplaces. It’s very reassuring to see (them) at work in an environment like we experienced. That will be the message I will share with my peers in pulse production — USA Pulses has highly-esteemed and highly-experienced professionals who excel in developing new markets for our products.”
Kanning joined representatives from USA Pulses in Rabat and Casablanca from September 8-11, where the group met with a variety of government agencies, trade associations, and pulse importers. They toured ports and retail locations, participated in chef events and a pulse-themed lunch, and gathered insight into Moroccan consumer trends — including a shift toward more convenient and “Western” meal options.
Government and Trade Connections
During the mission, the delegation met with the United States Department of Agriculture (USDA) Foreign Agricultural Service, the U.S. Department of Commerce, and Morocco’s National Office of Cereals and Legumes (ONICL), building key relationships and exploring opportunities for increased pulse imports. Kanning said he was impressed with Morocco’s modern infrastructure and saw clear opportunities to expand U.S. market share.
Learning from Commercial Importers
The team also met with several commercial traders who expressed interest in U.S. production, quality, and pricing. With Morocco producing only 20–30% of its domestic pulse needs — and facing six consecutive years of drought — imports are critical to feeding the country’s growing population.
Looking Ahead
Kanning is especially optimistic about the broader African opportunity. “Africa is the one region in the world with a growing population and the major opportunity for USA Pulses to develop markets for future generations of U.S. pulse farmers and processors,” he said.
A closer look at recent industry data shows why the feelings of optimism during the mission were well-founded. In Morocco, demand for pulses is projected to grow at about 4 percent annually over the near term, driven by their affordability and strong ties to traditional cuisine. Local producers are trending away from pulses toward more profitable alternatives, and climate change (droughts, irregular rainfall) is constraining production—so imports will likely play a growing role. Meanwhile across Africa more broadly, pulse production has nearly tripled since the early 2000s, rising from about 8.7 million tons to 23.7 million tons in 2023. Population growth, rising incomes, urbanization, and increasing awareness of pulses as healthy, protein-rich foods are all pushing up consumption. This sets up a strong opportunity for U.S. pulse farmers and processors to supply both existing and emerging demand.
Kanning’s report recommends USA Pulses continue building relationships, consider establishing a regional office in Morocco, and focus on market penetration ahead of the 2030 World Cup — a moment when global attention will be fixed on the region.
The Bottom Line
For Montana’s pulse industry, Morocco may be just the beginning. By developing partnerships now, U.S. pulse farmers are well-positioned to capture the attention of a rapidly growing market that will matter for decades to come.
▶ Follow the Montana Pulse Crop Committee blog for updates on international trade missions, market development efforts, and opportunities for Montana growers to get involved.
