Casablanca – Morocco has solidified its position as a leading player in the global avocado market, recording unprecedented export volumes and revenues during the 2024/2025 marketing season. According to multiple industry sources, including EastFruit and FreshPlaza, the Kingdom exported approximately 112,000 tons of avocados, generating over $300 million in export revenues—both figures representing historic highs for the sector.

This growth continues a five-year streak of rising exports, with volumes doubling compared to the previous 2023/2024 season and revenues up from $128 million in 2023. Avocados have now become one of Morocco’s primary fruit export products, contributing more than 10% of total foreign currency earnings from fruit and berry exports, behind only mandarins and watermelons in terms of export volume.

The Moroccan avocado season typically begins in early September with early varieties and peaks during the winter months, dominated by shipments of the highly demanded Hass variety. January 2025 marked the peak of monthly exports, reaching 32,600 tons, a figure that exceeds the Kingdom’s total avocado exports for the entire 2019/2020 season. Exports gradually declined from March onward, reflecting the natural seasonality of the crop, and reached their lowest levels in August.

Europe remains the dominant market for Moroccan avocados. Spain is the leading destination, receiving more than 35% of total shipments, followed by France at 25% and the Netherlands at 22%. The United Kingdom and Germany complete the top five importers with 7% and 3% of exports, respectively. However, Morocco has actively diversified its export markets over recent years. Secondary destinations now account for 6.7% of total exports, up from 3.2% the previous season. This expansion includes Canada, Italy, Switzerland, Portugal, Belgium, Mauritania, the UAE, and Turkey, bringing the total number of importing countries to 27. Canada recorded the most remarkable growth, with imports rising from less than 70 tons to over 1,000 tons. Exports to Italy and Switzerland increased sevenfold, Portugal fifteenfold, and Belgium twelvefold.

This export success occurs amid ongoing environmental challenges, particularly persistent water scarcity. Morocco is facing its seventh consecutive year of drought, which has led to depletion of groundwater reserves. Avocado cultivation is highly water-intensive, with a mature tree requiring between 1,000 and 1,300 millimeters of rainfall per year and daily summer water consumption ranging from 136 to 220 liters. Production is concentrated in regions already experiencing water stress, such as Loukkos, Souss, and Gharb, where many farms rely heavily on intensive irrigation systems. This has sparked concerns among environmental organizations and agricultural experts, who warn that the short-term economic gains could lead to long-term environmental costs, particularly in the context of climate change and worsening drought.

The rise of avocado exports has also revived debates about Morocco’s agricultural policy and strategy. The “Green Morocco Plan,” launched to boost agricultural productivity and exports, has been criticized for prioritizing water-intensive export crops over staple food production and smallholder farmers, raising questions about the sustainability of growth under current environmental constraints. While improved agricultural techniques and private investment have contributed to rising productivity and high-quality fruit, balancing export growth with responsible water management remains a critical challenge for policymakers.

Despite these concerns, the avocado sector has become a key economic driver for Morocco’s agricultural exports, generating significant foreign currency, creating employment opportunities, and supporting the diversification of export markets. The sector’s ongoing expansion demonstrates the country’s ability to compete in global fruit markets while highlighting the complex interplay between economic ambitions and environmental realities.

Experts argue that the coming years will be crucial for Morocco’s avocado industry. Achieving sustainable growth will require new strategies that incorporate water-efficient production methods, improved logistics and marketing infrastructure, and a long-term plan for resource management. Success in these areas could allow Morocco to maintain its position as a major global avocado exporter while addressing pressing environmental and social challenges associated with water-intensive agriculture.

Morocco’s 2024/2025 avocado export performance reflects both remarkable economic success and significant environmental risk. With exports surpassing 112,000 tons and revenues exceeding $300 million, the Kingdom is now firmly established as a leading avocado exporter globally. At the same time, the sector underscores the urgent need for integrated policies that reconcile agricultural development with sustainable water use and climate resilience, ensuring the long-term viability of Morocco’s “green gold” in international markets.