Mohammedia – A large share of avocado growers are refusing to begin harvest, arguing that current purchase prices are too low to justify the effort in a European market which is already crowded with supply.
Only integrated farms — those able to handle their own export logistics — have moved ahead with early shipments. Most independent producers have opted to pause their harvest, waiting for conditions they believe may improve after the New Year.
Early volumes harvested in Morocco have largely been sold locally, where prices remain stable. According to export operator Youssef El Khlifi of Avonature, speaking to FreshPlaza, the start of the season is proving difficult.
Exporters, he said, cannot match the price levels growers are requesting, with Europe facing a saturation of fruit from several competing origins.
One of the paradoxes of the year lies in the size of the fruit itself. The 2025 crop has produced larger-than-usual calibers — generally considered an advantage in commercial markets.
This increase in size is tied to heat-related production losses last summer, as fewer fruits on each tree meant more nutrients per avocado.
However, with substantial volumes arriving from Peru, Chile, and Colombia, even premium sizes are struggling to find space at profitable rates.
The result is a standoff. Producers argue that the current buyer prices do not reflect production costs or market expectations, while exporters insist margins are too narrow to increase their offers.
The situation has added pressure to a sector already navigating a volatile international environment.
Historically, December is a slower month for avocado sales, both in Europe and in Morocco. Stakeholders are therefore looking toward January, when foreign stocks typically decline and demand tends to strengthen. Growers hope this seasonal shift will lift prices sufficiently to unlock the harvest at scale.
Yet, uncertainty remains. Much depends on how quickly competing origins ease their shipments to Europe and whether market absorption improves as expected.
Read also: Moroccan Hass Avocado Prices Drop 20% as New Season Begins
