Morocco shifts agricultural export strategy amid rising competition

Morocco is shifting its agricultural export strategy, shipping 2.38 million tonnes of fresh fruits and vegetables in 2025. Tomatoes and citrus fruits remain the primary drivers of this sector, with the European Union serving as the largest market, absorbing 62% of total exports. France, Spain, and the Netherlands are key destinations, with Morocco providing 70% of the tomatoes imported by the EU.

In the avocado sector, Morocco faces intense competition in the European market. During the winter season, Morocco must compete with simultaneous shipments from Chile, Colombia, Israel, and Spain. To maintain its market position, Moroccan exporters are focusing on harvest quality and a wide distribution of fruit sizes, particularly targeting the demand for larger sizes that may be scarcer among competitors.