Moroccan avocado exports fall sharply as European competition and pricing disputes slow sales

Moroccan avocado exports have dropped significantly in the 2025–2026 marketing season, with production and export volumes falling well below last year’s levels amid intense competition in European markets and pricing tensions within the sector, according to industry sources who spoke to Hespress.

Professionals familiar with the market said export indicators this season differ markedly from those recorded in 2024–2025, both in terms of volumes and commercial performance.

Since October, Moroccan avocados have faced strong competition in Europe from suppliers including Spain, Israel, the Dominican Republic and Colombia, although pressure has eased slightly in recent weeks.

Total Moroccan avocado exports are estimated at around 35,000 tonnes so far this season, compared with about 60,000 tonnes over the same period last year, despite expectations of continued growth following record volumes in the previous campaign.

Sources said several farms currently hold substantial quantities of the rough-skinned Hass variety that have not yet been harvested and marketed, contributing to slower export flows. They also pointed to disagreements between exporters, producers and intermediaries after some actors proposed higher prices than those prevailing in recent years.

Exporters reportedly rejected these price levels, arguing they were uncompetitive in the European market, where rival suppliers have offered lower prices. The resulting standoff has weighed on export momentum during the current season.

Despite increased production capacity, the domestic market has not benefited from higher availability. Some producers and intermediaries have opted to delay releasing significant volumes locally until Ramadan, seeking to capitalise on seasonal demand rather than selling at lower prices during the winter months.

The situation has drawn criticism from parts of the sector, with exporters and professionals warning that short-term pricing strategies risk weakening Morocco’s position in European markets. They said insistence on prices above those of competitors has already led to the loss of some clients during the current season.

The 2025–2026 avocado marketing campaign runs until April, having begun in October with smooth-skinned varieties including Zutano, Bacon and Fuerte, before the peak harvest of Hass avocados later in the season.