On Oct. 6, 2013, the Moroccan National Poultry Federation (FISA) celebrated Egg Day by bringing 10 finalists from its national egg recipe contest to a final cook-off. Through Egg Day and an annual national egg recipe contest that attracts 5,000 entries, FISA raises consumer awareness of easy and attractive ways to serve eggs. FISA – thanks to training and guidance by the U.S. Grains Council – maintains an ambitious consumer egg promotion campaign with a goal to increase per capita egg consumption in Morocco from 139 per year to 153 per year by 2015.

“Fifteen years ago the Council was instrumental in bringing together the Moroccan broiler, layer, hatchery and feed milling sectors and persuading them to form FISA as an industry umbrella organization,” said Cary Sifferath, USGC regional director for the Middle East and Africa. “Since its beginning in 1993, FISA has become an effective national organization. FISA successfully promoted tariff reductions for corn, sorghum and poultry equipment, and also works to spread modern poultry production practices in the industry, and to increase consumer demand for poultry meat and eggs.”

Initially totally dependent on the Council for ideas, program funds and leadership, FISA has become self-sustaining, capable and recognized by the Moroccan government and industry as a leading force for the poultry industry.

“This is market development at its best,” Sifferath said.

Moroccan egg consumption has increased threefold since 1993, reaching an annual production of 3.9 billion eggs in 2012, almost all from commercial operations. By building consumer demand for eggs, FISA hopes to increase egg production to 4.6 billion by 2015 (an 18 percent increase in three years).