The end of the avocado campaign in Morocco not only marks the end of a season, but also exposes the structural tensions faced by this emerging origin when the climate and the physiology of the fruit do not work in its favor.

In week 12, we entered the final stretch of shipments, confirming that the campaign has reached its operational closing phase. But beyond the logistical data, what's relevant is what's happening in the field: the fruit has reached unusually high dry matter levels, between 32% and 33%, a clear sign of over-ripeness that accelerates the harvest and reduces the commercial window.

This behavior is not accidental. A particularly rainy year has accelerated fruit development, evidenced by the change in color on the tree. What in another context might be interpreted as an advantage—higher dry matter content—becomes a risk factor here: the fruit loses quality, problems arise, and the ability to sustain commercial programs is compromised.

The consequence is clear: Morocco is prematurely ending its Hass avocado campaign, not so much due to a lack of fruit, but because of the inability to maintain consistent export standards. This nuance is key, because it reflects a reality that still plagues several developing origins: production alone is not enough; true competitiveness lies in the ability to maintain consistent quality until the very last shipment.

In this context, the end of the season is not only an ending point, but also a starting point. The orchards now enter a critical management phase: pruning, treatments, and agronomic planning that will define the performance of the next season. If this season teaches us anything, it is a clear lesson: climate variability is no longer an exceptional factor, but a structural condition that demands greater technical precision and adaptation.

Morocco has demonstrated significant growth in the global avocado market in recent years. However, campaigns like this one serve as a reminder that the challenge is not only to gain ground, but to consolidate it. And along this path, quality management under adverse conditions will likely be the true indicator of the region's maturity.

Yassin Chaib
Export Manager Mavoca
Morocco