The here proposed applied interdisciplinary project researches and develops a strategic marketing concept for value-added territorial products. It focuses on innovation strategies for competitive agrifood SMEs leading to rural sustainable development and exchanges best networking practices between regions in Morocco and Europe. This approach fits very well with the ambition stated in the AgTraIn PhD program (www.agtrain.eu), namely ‘contributing to the development of the agricultural sector to achieve equitable and pro-poor economic growth and increase food security....’.The latter does not only refer to food availability, but also to arranging access to nutritious and healthy food, wherefore new forms of governance become important.