African fruit in the Spanish market: a reality of leadership or a strategic complement?
In recent years, Africa—especially Morocco—has gained an increasingly prominent place in the Spanish avocado import market. The latest data reflects significant growth in both volume and value, raising the question: are we witnessing a new leader in the supply of this fruit, or simply a complementary player influenced by external factors?
Morocco leads in volume and value
According to data from the Spanish Tax Agency, Morocco was the main supplier of avocados to Spain during the first quarter of 2025. In that period, imports from this country reached 72.8 million euros, 41.2% more than in the same period of the previous year, and even exceeding the total imported during all of 2023 (64.8 million euros).
In terms of volume, the figures are also impressive: between January and March 2025, Spain imported 29,159 tons of Moroccan avocados, representing a 73% increase compared to the same period in 2023. This trend confirms the sustained growth of the African country as a key supplier, especially at the beginning of the season, when its early harvest enters the market before the Spanish one.
Furthermore, this phenomenon is not unique to Morocco. At the European level, avocado imports from third countries have grown by 74% in the last five years, and Spain ranks second among the largest importers, with 262,071 tons in 2024, second only to the Netherlands (388,000 tons), according to data collected by Valencia Fruits and GoAvocadoSpain.com .
Likewise, the increase in import volume from Africa has had a direct effect on Spanish avocado prices. In the province of Castellón, for example, the price of Lamb Hass avocados fell by 29% between March 2024 and March 2025, dropping from €2.44/kg to €1.73/kg, as reported by Cadena SER . This decrease is mainly attributed to the pressure from Moroccan imports, which arrive in large quantities before the peak of domestic production.
Despite the significant weight reflected in the statistics, several industry players question the idea that Africa is assuming a leading role in European supply. Víctor Ruete, advisor to Tropical Millenium (Baika Spain), warns that "Africa is currently in a complementary position within the supply chain," noting that Peru accounts for approximately 80% of the fruit consumed in Europe. In his opinion, African exporters have lost strategic ground due to overlap with the Mediterranean season and increasing logistical challenges.
Ruete points out that the late end of the Mediterranean season in 2025 left little room for African exporters to get ahead as they had in previous years. He also highlights that conflicts in the Red Sea have increased transit times, negatively impacting both the arrival and quality of the fruit: “This has increased uncertainty regarding both arrival dates and the final quality of the fruit upon arrival,” he explains. Even South Africa, traditionally more stable, is now facing difficulties maintaining its market share in the face of pressure from Peruvian volume and logistical volatility.
The Kenyan case: less presence
Erica Díaz Z., head of the Purchasing Department at Frutas Montosa, shares a similar view, emphasizing that her company imports only organic products from Kenya. “Our volume is minimal, to be honest,” she states, adding that “this year I haven’t seen much supply either; some containers have arrived, but not in the high volumes of other years.”Díaz attributes this limited presence to structural problems with Kenyan origins, such as variable quality and long transit times: “The transit situation still doesn't help much, affecting the fruit.” She believes Kenya is currently a declining origin and doesn't perceive a significant impact on the European market. Despite some attempts to explore alternative routes to the Suez Canal, Díaz concludes that “unless the transit situation changes somewhat, I think it's an origin that will struggle to grow today.”
African fruit, and Moroccan avocados in particular, has gained ground in Spanish imports thanks to its early availability, competitive prices, and increasing volume. However, the perception within the sector is more cautious. While official figures reflect a clear increase, the operational reality shows that Africa—with the partial exception of Morocco—continues to play a secondary role compared to Peru's structural dominance in the European market.
Future trends will largely depend on how logistical bottlenecks are resolved, the quality of the product at its destination, and the entry strategy at key times of the year. As the experts consulted indicate, African leadership is far from consolidated and, for now, is limited to specific moments and particular origins.
