The start of 2025 brought relative calm to the markets, but this tranquility didn't last long. From January 10th onward, the market began to pick up, and with it, an increase in orders. Although prices haven't shown significant fluctuations, there is a noticeable improvement, especially for medium and small sizes, which are fetching better prices.

Specifically, the price of 4-kilo boxes of avocados, ranging in size from 12 to 20, has recently risen from $10 to $11. Furthermore, export figures show remarkable performance: more than 53,000 tons have already been shipped this year. This figure is impressive when compared to Morocco's entire 2014 season, which ended with 46,000 tons. Even more encouraging is that this increase has been achieved before the harvest has even begun on the large farms, the main producers, which are scheduled to start picking in the coming days.

Until a few weeks ago, the focus was on small farms, but now significant volumes are being harvested from farms ranging from 20 to 100 hectares. This opens the door to an optimistic scenario regarding supply and the capacity to meet demand.

Regarding prices, stability appears assured as long as Colombia does not resume exporting its fruit, which is currently on hold. This situation presents an opportunity for Morocco, which has decided to focus its efforts this year on consolidating its existing European markets. Current production, along with orders received, is sufficient to maintain its focus on Europe, leaving expansion into foreign markets for the next season.

Furthermore, Berlin, Germany, appears as the strategic starting point for new projects. There, the aim is to establish the foundations for an expansion that promises to broaden Morocco's commercial reach in the avocado market.

With high-quality fruit, clear planning, and a favorable outlook, 2025 is shaping up to be a record year for Morocco. This is true not only in terms of export volume but also in consolidating its position as a key player in the global avocado industry.

Yassin Chaib Morocco