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Rabat – The start of Morocco’s Hass avocado season was marked by unusual market tensions, with the trade experiencing a slowdown from the outset.
Limited volumes, combined with expectations of high prices, prompted European buyers to exert significant pressure to push prices down.
“There was a clear attempt to lower prices, sometimes even below last season’s levels,” said Abdelkrim Allaoui, president of the Association of Avocado Producers in the Gharb region, speaking to FreshPlaza.
This pressure was intensified by a large influx of avocados from Latin America, which temporarily saturated the European market.
In response, many Moroccan producers chose to delay their harvests, considering the market conditions unfavorable. The result was a slow start, not fully reflecting the sector’s production potential.
However, the situation has improved noticeably since early December. “The market is returning to more normal levels,” Allaoui noted.
Farm-gate prices have risen by more than 15% over two weeks, reinvigorating the campaign and accelerating the pace of harvesting as sales conditions become more attractive.
Local demand is also playing a central role this year. With Ramadan approaching in a few months, Moroccan traders are building up their stockpiles, contributing to market momentum.
“Domestic demand is very active. This suggests the season could end earlier than expected,” Allaoui added.
Another encouraging factor is the quality of the fruit. The harvested avocados are reportedly of good size and excellent quality, giving producers confidence to maintain prices in line with the product’s value.
“This level of quality should be properly rewarded, without the market yielding too easily to downward pressure,” Allaoui added.
Despite a rocky start, Morocco’s Hass avocado campaign now appears to be on a more stable trajectory. If domestic demand remains strong and European market conditions hold, the end of the season could prove more favorable for producers.
