Rocha Around the World

In our series Rocha Around the World, we give a voice to the international customers and partners who are part of our global family.

This time, we travel to Morocco to hear from COGEPRA, one of our oldest and closest partners, a 27-year relationship that began through contacts in Portugal and at European trade shows, and that has grown into something that goes far beyond a straightforward business arrangement.

Morocco's Modernized Agriculture and Pulverizadores Rocha's Presence in Africa

Morocco occupies a singular geographical position at the crossroads of Europe, Africa, and the Mediterranean. That position is reflected in its agriculture too: a diverse sector undergoing rapid transformation, increasingly seen as a driver of the country's economic and social development. With around 9 million hectares of arable land and an agricultural sector that employs approximately 38% of the active population, reaching 74% in rural areas, farming is a structural pillar of the Moroccan economy, with production centered on cereals, fruits, vegetables, olives, citrus, and dairy, and the European Union as the primary export destination.

In recent years, Morocco has made a determined push to modernize its agricultural sector through ambitious national strategies. The Green Morocco Plan, launched in 2008, drove annual agricultural GDP growth of 5.25% and doubled agricultural exports over a decade. In 2020, the country moved forward with the Generation Green 2020–2030 strategy, with an explicit focus on mechanization, agricultural digitalization, and the development of a new agricultural middle class, a clear bet on a more technological, efficient, and climate-resilient future.

It is precisely in this context of rapid modernization that COGEPRA found the right partner in Pulverizadores Rocha. In 2024/2025, favorable weather conditions pushed cereal production to 43 million quintals, and Moroccan farmers are increasingly oriented toward new machinery, more profitable in terms of work quality and savings in energy and time, especially given the growing shortage of agricultural labor. This reality creates a significant opening for higher-quality equipment.

With over 80 years of history, Pulverizadores Rocha exports to dozens of countries, with an established presence across Europe, Africa, and Latin America. In Africa, and particularly in the north of the continent, the company has built its presence through carefully constructed partnerships with local distributors who have deep knowledge of their markets. Morocco, with its strategic geographical position and dynamic agricultural sector, is one of the most consistent examples of this strategy in action.

COGEPRA is living proof of this approach: nearly three decades of collaboration, built on mutual trust, proven quality, and a shared vision for growth.

COGEPRA: Nearly Three Decades Alongside Pulverizadores Rocha

The COGEPRA connection with Pulverizadores Rocha began through contacts established with a partner in Portugal and through attendance at agricultural trade shows in Portugal and across Europe, encounters that allowed them to get up close with the company's equipment and the team behind it. That discovery happened 27 years ago, and the relationship has only deepened since.

27 years is a number that speaks for itself. In a sector where commercial partnerships are constantly tested by competition, shifting markets, and technological change, a relationship of this length is only possible when both sides have solid, consistent reasons to keep going.

What led COGEPRA to start working with Pulverizadores Rocha?

For COGEPRA, the decision was grounded from the start in a combination of factors that remain just as valid today: the high quality of the equipment, the quality of service, short lead times, and the competence of the Rocha team. In markets where equipment availability and manufacturer responsiveness matter just as much as the product itself, these qualities carry decisive weight.

The breadth of the product offering, a wide range of sprayers and other agricultural machines, was also a key factor. Being able to offer Moroccan customers a diversified portfolio, with solutions tailored to different crops and different scales of operation, strengthened COGEPRA's position in the market and allowed them to serve a broader customer base.

What makes Pulverizadores Rocha a reliable long-term partner?

COGEPRA's answer speaks to the maturity of a partnership that has spanned several decades: research, development, continuous improvement of equipment, and the ongoing expansion and diversification of the product range. For a distributor with nearly 30 years alongside the same partner, what sustains the relationship is not today's product: it is the certainty that tomorrow's will be even better.

This commitment to constant evolution is, at its core, what sets a company that grows with its partners apart from one that simply supplies them. Pulverizadores Rocha has invested consistently in research and development, incorporating technical improvements, more efficient systems, and increasingly sophisticated solutions into each new generation of equipment. For COGEPRA, this dynamic is a guarantee: they know that by representing Rocha in the Moroccan market, they are always offering their customers technology that is current, competitive, and continuously advancing.

How would they describe communication with the Pulverizadores Rocha team?

COGEPRA describes the collaboration with the Rocha team in very concrete terms: immediate responses to quote requests, qualified staff, guaranteed technical support, and dependable after-sales service. This assessment, detailed and positive in equal measure, points to a relationship that performs when it counts most: when a customer needs a quick answer, a competent technician, or a solution to a problem in the field.

In an international partnership where geographical distance and time zone differences could easily become barriers, the Rocha team's availability and competence make all the difference. Speed of response is not just an indicator of operational efficiency: it is a sign of respect for the partner's time and trust. And that respect, maintained consistently across 27 years, is one of the foundations of this relationship.

How is the agricultural sector evolving in Morocco?

COGEPRA's read on the market is both optimistic and grounded: "The agricultural sector is modernizing at a rapid pace, with a focus on agricultural mechanization and subsidies from the Moroccan state for the purchase of agricultural equipment. Farmers are tending to buy new, more profitable machinery in terms of work quality and savings in energy and time, especially given the labor shortage."

This assessment lines up closely with what Morocco's national strategies have been driving. The Generation Green 2020–2030 plan placed mechanization at the center of its agricultural development model, backed by a subsidy system that encourages farmers to invest in more modern, efficient equipment. The result is a genuinely expanding market for quality equipment, and a significant opportunity for companies like Pulverizadores Rocha, positioned in the premium segment and recognized for their technical reliability.

The labor shortage that COGEPRA flags as a growing factor is a trend seen across several mature agricultural markets, and one that inevitably accelerates mechanization. As the cost and availability of agricultural labor become more critical variables, the efficiency and capability of equipment gain added value, reinforcing the relevance of a technologically advanced lineup like the one Pulverizadores Rocha offers.

What opportunities do they see for growing together?

COGEPRA's vision for the future points in a clear direction: new machines with better work quality, greater time savings, and stronger environmental protection. This aligns with what the Moroccan market is increasingly demanding from agricultural equipment manufacturers, and with the priorities of the Generation Green strategy, which places efficiency, sustainability, and natural resource protection at the heart of its development model.

For COGEPRA, shared growth means staying closely attuned to the evolution of the Rocha product lineup and being first to bring the most innovative solutions to the Moroccan market, positioning themselves not just as a distributor, but as a benchmark partner in an agricultural sector changing at an unprecedented pace.

A word to define Pulverizadores Rocha?

"Rocha is synonymous with quality, perfection, and progress. COGEPRA and Rocha are and will remain two loyal partners for life."

Quality, perfection, and progress: three words that capture not just what Pulverizadores Rocha is today, but what it has been across decades and what it remains committed to for the future.

Decades of History, a Shared Vision for What Comes Next

COGEPRA's story with Pulverizadores Rocha stands apart within the Rocha Around the World series: it is the longest partnership we have featured to date, and one that, in the partner's own words, is built to last.

27 years of collaboration are the result of something that cannot be rushed: accumulated trust, consistent quality, shared growth, and a human connection that goes well beyond the commercial transaction. It is this kind of rare bond that defines what Pulverizadores Rocha sets out to build with its partners around the world.

The Rocha Around the World series will keep giving voice to stories like this one. Because the true reach of a company is not measured in miles: it is measured in the depth of the relationships it builds over time.

Learn more about our equipment and our international presence at www.pulverocha.pt.