As the 2024/2025 Moroccan early fruit season draws to a close, exporters are gearing up for the launch of the watermelon and summer fruits campaign. Mostapha Mohattan, an exporter specializing in the French market, looks back on an eventful campaign.
Mohattan says: "Moroccan Exports of fruit and vegetables to EU countries have been a source of tension for European growers, and this is becoming increasingly apparent. There are problems in Morocco too, where the season has been marked by higher costs due to persistent drought, increased costs of transportation, and disease control. This season we also suffered more delays and waiting times at the Algeciras customs in Spain. On the other hand, we also see that demand for fresh Moroccan produce in Europe continues to grow with each new season and that the industry is proving resilient to this difficult context as production expands with new greenhouse areas launched every year."
This season, demand has been particularly strong for tomatoes, peppers, and avocados, according to Mohattan, who adds: "In terms of products, we have seen demand fluctuate depending on scarcity on European markets, for example, demand for chilies and beans is currently higher than at the start of the campaign. Demand for cucumbers has followed the opposite trend. For tomatoes, peppers, and avocados, demand has been stable and high throughout the season. We expect strong demand for watermelons later in the season, judging by the impressive number of calls we are currently receiving."
"The pace of exortations was also impacted by issues in Morocco, despite strong demand. For tomatoes, for example, we had coloration concerns in addition to the usual phytosanitary problems such as ToBRFV. Tomato growers also received good prices on the local Moroccan market, with more advantageous and less risky payment terms, which reduced the volume available for export. For watermelons, too, a shortfall in production is expected this season," Mohattan continues.
As to the market map, the configuration remains similar to that of previous seasons, according to Mohattan: "Spain tops the list of countries with the highest demand, followed by France, the UK, Germany, and the Netherlands, which are both end-consumer destinations and reexportation hubs to other parts of Europe, such as Central and Eastern Europe and Scandinavian countries."
Despite the strong demand, it is becoming crucial to diversify markets for Moroccan fresh produce, Mohattan adds. "The unrest among European growers is getting worse season after season and is affecting an increasing number of countries. We're looking to open up potential new markets in Eastern Europe, Scandinavian countries, and Southeast Asia, where demographics and economic growth offer promising prospects. The food processing sector in Europe also remains a market with untapped potential, while we have availability and offers of tomatoes and zucchinis destined for processing."
Logistical efficiency also remains an area for improvement, according to Mohattan. He concludes, "In 2025, we created a new structure in Perpignan, Fructimoor Agrotrade Nexus, in order to be closer to our old and new markets. This enables our customers to discuss their product needs more rapidly with our Perpignan structure. Orders placed with Fructimoor Agrotrade Nexus are processed and dispatched more rapidly by our Fructimoor central purchasing office in Morocco. This enables us to guarantee optimal quality and less hassle for our customers."
For more information:
Mostapha Mohattan
Fructimoor / Fructimoor Agrotrade Nexus
Tel +212 656873543 / +33 659752318
Email: contact@frunex.com
www.fructimoor.com