Morocco is the world’s leading producer and exporter of canned sardines. However, this product value chain encounters multiple challenges. This study explores how such a chain could create and capture a larger value added share within the European market. Surveys using questionnaires and open interviews have been carried out including a sample of relevant actors in the chain. The results show that the value chain is substantially driven by European retailers who create 68% of the total value added; while Moroccan canning industry remains relatively less wealth-building and captures less income. The improvement strategy should foster better vertical cooperation among actors, a common commercial policy and an innovative diversification of the Moroccan offer.