Casablanca – Morocco has rapidly established itself as a powerhouse in Africa’s avocado sector, becoming the continent’s second-largest exporter and third-largest producer. According to The African Exponent, the country harvested more than 130,000 tons of avocados during the 2024/2025 season, generating record export revenues of $179 million—up from $128 million the previous year.

This achievement places Morocco just behind Kenya, Africa’s largest producer and exporter, and Ethiopia, which has announced plans to expand avocado farmland fivefold by 2030. Morocco’s rise has also enabled it to surpass South Africa, securing its position as a leading supplier to international markets.

From modest beginnings to global player

Until recently, Morocco was not widely recognized as a key avocado producer. In 2018, the country had just 4,000 hectares planted with the fruit. By 2023/2024, that figure had tripled to over 12,000 hectares. This rapid expansion of cultivated land, combined with improved yields and favorable climate conditions in regions such as Gharb and Loukkos, has fueled Morocco’s avocado growth.

Production rose from around 118,666 tons in 2023/2024 to more than 130,000 tons the following season. Exports followed the same trajectory, jumping from 60,000 tons to over 100,000 tons in one year, allowing Morocco to overtake South Africa as Africa’s second-largest exporter.

Europe at the core, new markets emerging

Europe remains the heart of Morocco’s export strategy. More than 80% of Moroccan avocados are shipped to Spain, France, and the Netherlands, where demand continues to grow.

At the same time, Morocco has diversified its export destinations. Recent seasons have seen shipments to Switzerland increase by 1.5 times, to Belgium by six times, and to Portugal by eleven times. The country has also broken into new markets, including Canada, Turkey, Malaysia, Oman, Poland, Ukraine, and Greece.

Geographic proximity to Europe, competitive transit times, and preferential trade agreements with the European Union have further strengthened Morocco’s commercial advantage, giving it a foothold in both established and emerging markets.

Part of Africa’s avocado rush

The Moroccan expansion is part of a wider “avocado rush” sweeping across Africa. The continent’s top ten producers harvested more than 1.3 million tons in 2023/2024. Kenya remains the dominant force, with over 542,000 tons produced, making it the sixth-largest producer worldwide. Ethiopia, meanwhile, is betting on state-backed expansion to multiply its farmland by 2030.

Experts forecast that African avocado production could grow by 8–12% by the end of 2025, supported by expanding farmland, better yields, and robust global demand. Morocco’s rapid ascent reflects these trends, but its approach differs: while Kenya leans on cooperatives and Ethiopia on state intervention, Morocco’s growth has been driven by private investment and farmland expansion, combined with efforts toward water sustainability.

Pressures on prices and farmers

Despite impressive growth, the Moroccan avocado sector faces serious challenges. Oversupply and intense global competition drove prices down by as much as 35% during the 2024/2025 season. Some Moroccan farmers, unable to cover harvesting costs, left part of their crops uncollected in the hope of better market conditions.

This volatility underscores the risks of relying heavily on volume-based growth in a global market where demand is strong but increasingly saturated. Producers are being urged to shift strategies, focusing on quality and niche markets rather than mass production alone.

Water scarcity: The looming challenge

Beyond economic pressures, environmental concerns loom large. Avocados are a water-intensive crop, requiring significant irrigation. Morocco, already facing chronic drought and shrinking water reserves, must reconcile its avocado expansion with sustainability imperatives.

The Moroccan Avocado Association has warned that unchecked growth could undermine long-term viability. Professionals in the field argue for a transition to a “smarter growth model” based on three pillars: more precise production planning, improved quality standards, and responsible management of water resources.

This approach, they say, is essential not only for ensuring the resilience of avocado cultivation but also for protecting Morocco’s fragile environment.

Morocco’s next steps

Morocco’s rise from a modest producer to Africa’s second-largest avocado exporter in less than a decade illustrates the country’s agricultural potential. With 130,000 tons of production and record revenues of $179 million in 2024/2025, the sector has become a symbol of Morocco’s integration into global agri-food trade.

But the future will depend on finding a balance between ambition and sustainability. Falling prices, oversupply, and water scarcity are reminders that growth without careful management can quickly expose vulnerabilities.

As Africa’s avocado boom continues, Morocco is well-positioned to remain a central player. The country’s ability to adapt its model—from rapid expansion to sustainable, quality-driven cultivation—will determine whether its avocado trade can thrive in the long run.