The Moroccan Hass campaign kicks off with low prices

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The first Hass avocado harvests of the season arrived on the market a week ago, following a disappointing start to the season for green-skinned varieties. Yassin Chaib, CEO of Mavoca, provides an update on the situation.

© Mavoca

The exporter states: “The first Hass avocado harvests are arriving just as the European market is being flooded with avocados from Latin America. Peru is still present on the market with significant volumes, three weeks later than usual. Chile has also just started with very large volumes compared to the previous season.”

The Moroccan Hass campaign started with lower prices than last season, according to the exporter. He adds: “We are starting the season with prices 20% lower than at the start of last season, due to high global supply and intense competition. Prices have continued to decrease since last week.”

Prices for green-skinned varieties, which arrived a few weeks earlier, followed the same trajectory, Chaib adds: “Moroccan green-skinned avocados were competing with Ettinger avocados from Israel, which were far too abundant this season. Demand was low, and the export campaign for these varieties has been nothing short of disastrous.”

© Mavoca

The exporter blames “exaggerated estimates” of volume losses in Morocco for disrupting the market. He explains: “Some growers put forward figures for losses that were far too exaggerated, which undermined market confidence in Moroccan origin this season. European importers, therefore, sought alternatives to Moroccan supplies very early on, even before the start of the season in Morocco, which favored late harvests in Peru.”

Prices for Moroccan avocados will remain low until the end of the year, Chaib continues. “As long as the market is supplied with large quantities from Latin America, prices will not change. Then there will be December and the holiday season, when demand is at its lowest. So we are waiting until the beginning of January to see demand and prices rise again.”

“While we wait for January and better market conditions, we will also set ourselves apart from the competition by offering better quality and larger sizes. The avocados on the trees are gaining dry matter, and there will be enough large sizes,12, 14, and 16, later in the season to drive prices up,” Chaib concludes.

For more information:
Yassin Chaib
Mavoca
Tel: +212661997205
[email protected]

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Source: The Plantations International Agroforestry Group of Companies