After a challenging 2025/26 campaign, Morocco’s avocado sector is heading into a recovery season with renewed optimism. According to Marouane Timiji, sales manager at Harvest Way, early field observations point to a clear rebound in both volume and fruit size compared with last year.

“Moroccan avocado exports reached around 125,000 tonnes during the 2024/25 campaign, compared with approximately 65,000 tonnes the following season, 2025/26. This gap shows just how much ground there is to make up, and why it makes sense to talk about an upcoming recovery,” Timiji explains.

© Harvest Way

A return to normal volumes and sizing
For the upcoming 2026/27 season, the exporter says the picture already looks considerably brighter. “From what we are observing in the orchards, there is a clear recovery compared with last season, and the overall outlook for Moroccan avocados is positive.”

Still, with the main Hass harvest yet to begin, Timiji is careful not to get ahead of the season. “It is important at this time to remain cautious with volume estimations, and rather wait until the fruit reaches maturity and harvesting begins. That said, we are definitely entering the season with confidence and in high spirits,” he says, adding that the company’s focus goes beyond national export figures. “Our priority is to have fruit that meets our clients’ requirements in terms of maturity, quality, sizing and consistency throughout the season.”

This caution extends to how the recovery should be read across regions. Rather than treating Loukkos and Gharb as a single picture, Timiji points to the value of looking orchard by orchard. “I believe direct visibility on the source of the fruit is increasingly valuable for importers. Knowing the specific orchards behind a program and following their development throughout the season can provide a much more accurate picture than relying only on general national or regional estimates.”

Size distribution is one of the more encouraging signals so far this season, Timiji adds. “For Hass specifically, our current observations indicate a stronger presence of larger sizes compared with last season.”

In the same note of caution, Timiji says that it is too early to put numbers on size distribution. “It is still too early to give a precise percentage for each size. The size distribution continues to evolve as we get closer to the start of the Hass season because the fruit is still developing on the trees. What matters is that large fruit is more present than in an average season, and this should give us good flexibility when building programs according to the specific size requirements of different European markets.”

© Harvest Way

After recovering production, the market now needs to rebuild trust
While recent, largely concordant reports, including from Harvest Way, point to a return to normal export volumes for the Moroccan origin this season, many importers on the other side of the Mediterranean remain watchful. Beyond the question of how much fruit will be available, another looms just as pressing: how Moroccan exporters will manage the flow of these volumes onto the European market throughout the campaign.

Timiji is keen to reassure the market: “I understand this concern, particularly for importers working with retail programs where consistency and planning are essential. For us, the best way to rebuild trust in the avocado market is through early programs, visibility, communication and execution. At Harvest Way, we opt to commit to realistic volumes based on what we can see and follow from the orchard. Having access to our own Hass production and working through our Jbila Fel packhouse in Moulay Bousselham gives us better visibility over the fruit from the orchard through packing and shipment.”

That visibility, the exporter says, translates into more reliable communication with clients on availability, maturity, sizing and timing, and early warning if circumstances change. “If something comes up during the campaign, we believe the importer should know early enough to adapt rather than discovering it at the last moment.”

© Harvest Way

Part of the responsibility for keeping flows uninterrupted also lies with importers who have been long accustomed to the spot market, according to the exporter. He adds, “Of course, the spot market will always have its place in the sector. However, early programs offer a guarantee of commitment from both sides. Our objective at Harvest Way is to develop long-term relationships with European importers based on realistic planning, regular communication, and consistent Hass supply. We believe that this kind of cooperation creates more value for both sides and gives importers the confidence they need when working with Moroccan origin.”

For more information:
Marouane Timiji
Harvest Way
Tel: +212 6 16 13 13 77
Email: [email protected]
www.harvestway.ma

Abderrahim Essoussi
Harvest Way / Jbila Fel
Email: [email protected]