Moroccan Hass avocado prices fall 20% amid challenging season start
The Moroccan Hass avocado season has begun under challenging conditions, with prices dropping by 20% compared to last year. The decline is attributed to oversupply from Latin American producers and declining demand in Europe, creating fierce competition for Moroccan exporters.
Global oversupply pressures Moroccan exports
The European market is currently flooded with avocados from Latin America, with Peru and Chile contributing significant volumes later than expected. This saturation has forced Moroccan exporters to sell at significantly lower prices.
“The first Hass avocado harvests are arriving just as the European market is being flooded with avocados from Latin America. Peru is still present on the market with significant volumes, three weeks later than usual. Chile has also just started with very large volumes compared to the previous season,” explained Yassin Chaib, CEO of Mavoca, in an interview with Fresh Plaza.
The situation has been particularly dire for green-skinned varieties, which are also struggling against competition from Israeli Ettinger avocados. Chaib described the export campaign for these varieties as “disastrous,” with low demand compounding the difficulties.
Market confidence shaken by false crop loss reports
Adding to the challenges, exaggerated reports of avocado crop losses in Morocco have damaged market confidence among European importers. Chaib noted that inaccurate claims about production losses led buyers to look elsewhere, further hindering Moroccan suppliers as they entered an already saturated market.
“Some growers put forward figures for losses that were far too exaggerated, which undermined market confidence in Moroccan origin this season,” he explained.
Hope for recovery in the new year
Despite the current setbacks, Moroccan exporters are optimistic about a potential rebound in January. By then, Latin American shipments are expected to decline, and European demand may increase, providing better market conditions.
To remain competitive, Moroccan growers are focusing on quality and larger-sized avocados, which are in high demand. “While we wait for January and better market conditions, we will also set ourselves apart from the competition by offering better quality and larger sizes,” Chaib said.
Producers are currently allowing remaining crops to mature on trees to achieve larger calibers sizes 12, 14, and 16 that could fetch higher prices.
For now, the Moroccan avocado industry faces a difficult start to the season, marked by oversupply, reduced demand, and shaken confidence. However, exporters remain hopeful that the new year will bring improved market conditions.
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