From the perspective of those of us who export avocados in Morocco, this season has taken a slower turn than we anticipated. The market has been unusually quiet, and while each year brings its own nuances, the lack of dynamism in prices has significantly influenced many of our decisions in recent weeks.

To date, Morocco has exported approximately 65% less than at this same time last season. This is significant, but it doesn't reflect a structural problem. The fruit is available, the quality is good, and operational capacity isn't the issue. What has prevailed is prudence. Current prices don't justify an early harvest, and many producers—and, by extension, those of us who export—prefer to wait rather than rush a season that offers no guarantees.

Meanwhile, we are observing the behavior of the international market. Chile is in the final weeks of its season, and Colombia remains very active, especially with smaller sizes that have put significant pressure on prices. This isn't about assigning blame; each origin responds to its own production realities. But it is clear that these conditions create a complex environment for Moroccan fruit at this time of year.

For those of us who export, this impasse is uncomfortable but not irrational. Bringing forward shipments without a clear sign of recovery would risk our profit margins and jeopardize a significant portion of our annual work. On the other hand, waiting for the market to realign could open a more favorable window, especially when volumes from the Southern Hemisphere decrease and the impact of smaller sizes ceases to distort prices.

This pause also reminds us that our activity doesn't depend solely on what happens in our fields. The competitiveness of our shipments is defined on a global playing field, where each origin influences the others. From our position in Morocco, we try to read this playing field clearly, avoid impulsive decisions, and ensure that when we resume exporting, we do so with a more receptive and sustainable market.

For now, we're proceeding cautiously, attentive to every sign and trusting that the season will find its balance. This isn't a resignation or a retreat, but a calculated pause to protect the value of our fruit and the work of everyone in the supply chain.

Yassin Chaib
Export Manager Mavoca
Morocco