The Moroccan market is currently at a crossroads. Just weeks before the start of its Hass campaign—scheduled for the first or second week of November—operators face a scenario that combines caution, competition, and a clear warning: international markets are saturated.

From the ground, there's a sense of strategic caution. Morocco has begun moving volumes of green skin varieties like Zutano and Bacon , although with mixed results. "The markets are a bit sluggish," exporters acknowledge, noting that the strong presence of Israeli Ettinger is putting pressure on prices and complicating the marketing of green skins.

But the biggest challenge lies not there, but in the timing of the Hass avocado's arrival. The Moroccan campaign comes at a delicate moment: Peru continues to send fruit to the main destinations, which has left Europe and the Middle East with an oversupply, forcing newer origins to adopt a slower, more calculated strategy.

In other words, it's not about being first, but about being right. Morocco has the advantage of geographical proximity and a mature export structure, but the current situation demands restraint. "Things have to be done slowly and well," local operators realistically summarize, aware that speed without planning can be costly.

Ultimately, the situation in the Moroccan market reflects a broader phenomenon: the maturity of the global avocado business. It's no longer enough to simply produce; it's about knowing when to seize the moment. And Morocco, which has successfully positioned itself as an alternative between the Peruvian and Spanish markets, seems determined to proceed with a cool head, avoiding rushing into a market where every week's difference can determine the profitability of an entire season.

Yassin Chaib Export Manager Mavoca Morocco