Moroccan Watermelons Europe Prices Crisis Competition

The influx of Mediterranean fruits is currently saturating European shelves, complicating the task for Moroccan producers. This abundance is driving prices downward, making operations unprofitable. Questioned by Le Matin, the CEO of Lixus Cold Storage, Ahmed Bouljid, made the decision to temporarily halt his shipments to the continent. "Prices have reached levels that no longer justify transport costs," the executive explains. This halt comes as the maximum volume of national production is expected for mid-July, as harvests move northward toward Larache.

On Bladi.net : Moroccan watermelons Europe 2025 quality competition

This commercial obstacle follows a particularly chaotic season launch. Initial shipments from Zagora generated several complaints due to disappointing sizes, a phenomenon exacerbated by port delays that damaged the merchandise in transit. The situation had temporarily stabilized thanks to the excellent quality of Taroudant crops, highly sought after during Eid Al-Adha. To sell future stocks, professionals are now monitoring the weather. The exporter remains hopeful and believes that "a heat wave in Europe could stimulate consumption," allowing prices to recover by the end of the campaign.