The Moroccan Medjool date sector is heading into the new season with marked optimism, as favourable weather and maturing palms across the Tafilalet region, historic cradle of the variety, point to a larger harvest than last year, according to Ali Ben Bachir, co-founder of Les Délices Majhoul.

© Les Délices Majhoul

Initial indicators of a boosted volume, though tonnage remains hard to call
“The campaign that is being prepared looks particularly encouraging for the Moroccan Medjool date sector,” Ben Bachir says. “The large palm grove in the Tafilalet region has benefited from very favourable climatic conditions throughout the key phases of the vegetative cycle. Flowering was excellent, fruit setting took place under very good conditions, suggesting a potentially more productive season than last year. We’re observing this trend in our organic Medjool operations, and this is also reported by our fellow growers of conventional Medjool dates across the Boudnib and broader Tafilalet region.”

Even so, putting a number on national output remains premature according to the grower. “It is still too early to put forward a reliable estimate of national tonnage. Moroccan Medjool plantations are still largely young, and many palms have not yet reached their full production potential. Every year, these orchards naturally gain in yield, which makes projections difficult.”

Production has improved greatly in the last seasons thanks to enhanced technical know-how among growers, according to Ben Bachir. He explains, “There is a constant improvement in producers’ technical mastery, particularly in pollination, thinning, bunch bagging, irrigation and fertilisation. All of these factors make us confident about a harvest larger than last season’s, even if it is still too early to announce a precise figure. I can, however, confidently say that the Moroccan Medjool sector is expected to yield a harvest that lives up to its potential.”

© Les Délices Majhoul

Confidence built on last season’s track record
Asked how the Moroccan origin plans to position itself against rising competition, Ben Bachir points to consistency and capitalising on achievements. “We are approaching this new campaign with confidence, but also with humility. The best way to anticipate competition is to rely on the performance achieved during the previous campaign. The results obtained in terms of quality, regularity of supply and volumes delivered have strengthened the trust of our European customers,” he adds.

For the grower, that track record is the real differentiator going forward. “Morocco’s positioning will rest above all on its ability to offer a supply that is both qualitative and quantitative,” he explains. “In an increasingly competitive market, it is product quality, the seriousness of operators, respect for commitments and regularity of deliveries that will make the difference. We already see that this approach is paying off, and we hope it will continue to strengthen the place of Moroccan Medjool on international markets.”

“In this vein, the various certifications and accolades we have earned at Les Délices Majhoul attest to our pursuit of stand-out quality, including the Taste Atlas award for the best dates and, very recently, the LEAF certification, combining agricultural performance, environmental conservation, and responsible resource management,” Ben Bachir continues.

© Les Délices Majhoul

Smaller packaging formats gaining ground
On the marketing side, no major shift is planned for the coming season, says Jaafar Salimi, commercial director of the company. “At this stage, we do not anticipate any major change in our marketing strategy. We continue above all to evolve according to the expectations of our customers, who remain the driving force behind our development.”

“The traditional 5kg, 2kg and 1kg formats remain the most requested, though smaller packaging is gaining traction as the exotic fruit is steadily acquiring a broader consumer base, ie. through the retail channel. We are developing smaller packaging formats to meet the needs of certain retail chains and new consumption habits,” Salimi notes.

“Our strategy remains based on listening to the market, thoughtful innovation and continuous improvement of our offer. Exchanges with our partners are very positive, and we are confident about the development of these new formats as well as the continued growth and international reach of Moroccan Medjool,” he concludes.

For more information:
Ali Ben Bachir
Les Délices Majhoul
Tel: +212661152510

Jaafar Salimi
Les Délices Majhoul
Tel: +212661448785

Email: [email protected]
www.delicesmajhoul.com