Moroccans are a "Ferrari in terms of production

It is a meteoric rise that commands admiration, even from competitors. In less than a decade, Morocco has upset the established order. The figures speak for themselves: exports to the European Union have been multiplied by six, from 18,700 tons in 2018 to a forecast of 120,000 tons for 2025. Such dominance that Spanish producers, historical leaders, acknowledge the structural superiority of their southern neighbor.

"They are a Ferrari in terms of production," admits Pepe Cuadrado, a Spanish agricultural expert. Faced with fragmented Iberian farms and water stress, Morocco opposes 200-hectare estates, on ideal sandy soils, with unbeatable production costs. "In terms of production, we cannot compete with Morocco, it’s very complicated," he summarizes.

With the European market now conquered, Moroccan exporters are seeking to diversify their outlets to avoid saturating the supply. China, Japan and South Korea are the new targets. And Morocco has an unexpected advantage: the size of its fruits.

While Europe mainly demands large avocados, the Asian market favors small sizes, more suited to individual consumption or fast food. According to the Moroccan Association of Avocado Producers (MAVA), this specificity is a windfall, as it allows the valorization of medium and small-sized fruits, often less popular on the Old Continent. To succeed in this bet against the South American giants (Mexico, Peru), Morocco will however have to overcome the logistical challenge and guarantee a constant quality over these long journeys.