“In Europe, avocado demand exceeds its supply," Abdelkader Benchagra, owner of the Dutch company Maroc Avocado, sums up the favorable avocado market. He notes that is especially true for quality avocados. "Consumers are aware of quality, and demand reflects that."
Abdelkader Benchagra expects Moroccan avocado production to increase in line with last year.
Abdelkader, who boasts years of fruit and vegetable sector experience, says, here, transport distances play an important role. "Morocco is strategically located relative to Europe, so avocados spend only a week in transit," he says, pointing out that this makes the fruit creamier and tastier than South American avocadoes, which easily spend four weeks en route to European markets. "Quality is the top priority. The avocados must be of good quality, according to EU standards. Otherwise, you won't get into the market."
Few surprises
This short distance has another advantage: with only a week between ordering and delivery, price fluctuations are less likely. "The market can't change much in a week, and it's nice for buyers if there are no surprises. Also, it gives flexibility; you can scale up and anticipate demand more easily," Abdelkader explains.
In Morocco, avocadoes are cultivated between Tanger and Rabat, a region with plentiful water reserves.
Though heat waves hit Morocco, he expects this year's avocado production to be roughly in line with last year. "In some areas, much product was lost due to the heat, but more is being harvested in others. So the total harvest is about the same as last year."
Water
Abdelkader, however, concludes that weather conditions and water usage are challenging. Avocado grower and Fruits For You founder Said Zahouani adds: "Water-wise, we follow government instructions. Also, the avocados are grown in the region between Tangier and Rabat, where there are sufficient water resources."
Avocado grower and Fruits For You founder, Said Zahouani.
“We irrigate according to the trees' needs. Where there's lots of rain, we don't have to water as much. Where it's a little drier, the avocadoes require a little more. We use drip irrigation to make the most efficient use of the available water. That's not at the avocado growing region's expense," says Said.
Scaling up
That continuous focus on water use is why Moroccan growers are experimenting with new avocado varieties. Abdelkader points out that a promising variety, requiring 30% less water to grow, has been developed in South Africa. "We'll test this new variety in the difficult growing areas to see which varieties to use to scale up productivity," he continues.
Besides scaling up productivity, Moroccan growers are focused on cultivation expansion, too. "More space is becoming available for avocadoes. The government encourages that, and foreign investors are interested. With government support and hard-working growers, we can supply the market with the best Moroccan avocados."
Cooperation
That cooperation with growers is essential to Maroc Avocado. It is why Said and fellow grower Allal Lakhal are exploring the market with Abdelkader. "We may and can see our end product in stores and at clients' premises," says Allal. "So, in our fields, we can better anticipate end users' standards and requirements."
"That can prevent waste and unnecessary costs and ultimately increase our fruits' value. That wasn't the case before when brokers sold our avocados," explains Allal, who grows avocadoes on 200 hectares. He and his family supply around 3,000 tons of avocados to Maroc Avocado.
(f.l.t.r.) Abdelkader Benchagra, Said Zahouani, and Allal Lakhal work closely together.
“We noticed that our buyers want as few detours as possible to their avocado source. We, thus, joined forces and hands and work together as a team; from this, Maroc Avocado was born. We see bringing growers and producers to our customers as strength and transparency," Abdelkader concludes.
For more information:
Abdelkader Benchagra
Maroc Avocado
32 Ter Worm Street
3077 PN, Rotterdam, NL
Tel: +31 (0) 102 342 522
Email: [email protected]
Website: www.marocavocado.com