AFRICAN EXPORT NEWS
WITH
DR GODWIN OYEFESO
Moroccan avocado exports reach the 100 thousand tonnes mark this season
The Moroccan avocado export campaign came to an end in late April, a little later than usual. Abdellah El Yamlahi, president of the Moroccan Avocado Association (MAVA), reports a successful campaign, with new record production and export volumes, despite lower prices than last season.
“The campaign went very well, with suitable climate conditions, good yields, and excellent quality. Production reached an all-time high of 130 thousand tonnes, exceeding our forecasts. The sector is booming with a large number of investors, and acreage was at its peak this season,” El Yamlahi says.
The exporter continues, “Demand has been consistently high throughout most of the season, proving that the market can and does absorb Moroccan production. According to our estimates, exports have reached the 100 thousand tonne mark this season, compared with 60 thousand tonnes last season.”
The big boom in Moroccan avocado production and exports, with volumes doubling between the 2022/2023 and 2024/2025 seasons, has nevertheless led to a drop in prices. According to El Yamlahi, average prices have fallen by around 21% compared to last season. “This is quite normal,” he adds, “and we are witnessing a stabilization of the market. However, prices are set to pick up, as production is about to reach saturation point, while worldwide consumption of this fruit is steadily increasing.”
“This season, we have also made great strides as an industry in achieving higher quality and improved business practices and farming operations. A few problems persist, such as speculative delay of harvests, but these are practices on the way to disappearing as the industry players are gaining in experience and professionalism,” El Yamlahi concludes.
Kenyan avocado production is projected to rebound by 5%”
This year’s avocado harvest in Kenya appears to be larger than the production of the previous season, says MuchuiMaingi, director of Kenyan avocado exporter Tomu Ltd.: “We had about a 10% decline in the avocado production of 2024, due to reduced rainfall. However, this year production is projected to rebound by 5%, reaching over 550,000 tons. Exports are on the rise, driven by strong demand in traditional markets like the Netherlands, UAE, Spain, and emerging markets, such as India and China. The quality of fruits is good at the farms, but logistical issues have continued to impact this season as well, due to the Red Sea conflict, which has extended transit times to Europe to over 40 days. This greatly affects the fruit quality upon arrival and has negatively impacted exporters’ cash flows. Regulatory measures enforced by the Agriculture and Food Authority in Oct 2024, suspending sea shipments of immature avocados, have ensured improved fruit maturity and quality. Exports resumed in early February for Fuerte and Pinkerton, and Hass resumed in March.”
Maingi states that the demand for avocados is strong, both abroad as well as in the Kenyan domestic market. “The outlook for Kenyan avocados in 2025 is promising, with sustained international demand and strategic market diversification, bolstering the industry growth. We expect to export approximately 140,000 metric tons, which is a growth of slightly over 5%. There is also a strong demand locally of almost 250,000 tons. The export revenue generated has surpassed that of traditional cash crops like coffee, firmly positioning avocados as one of Kenya’s top foreign exchange earners.”
A lack of proper infrastructure is one of the major challenges that exporters in Kenya have to overcome. Maingi states: “Kenyan avocados face several quality-related challenges that impact their competitiveness globally. In Kenya, inadequate post-handling and storage facilities account for almost 40% of the fruit lost. This includes poor infrastructure, lack of cold storage facilities, illegal open use of pick-up trucks and cars for transport. Illegal harvesting of immature fruit also needs enforcement from the grassroots level, by government agencies.”
To improve the situation, investments have to be made across the board, according to Maingi/ “I think investments in Kenyan avocado farming should span the entire value chain, from production to market access. Think stuff like farmer training and extension services, with a focus on Good Agricultural Practices (GAP), such as proper pruning, harvesting, pest control, and irrigation. Equipping small-scale farmers with tools to assess fruit maturity before harvest is recommended to improve quality control at the farm level. Support for smallholders to obtain certifications from bodies like GLOBALG.A.P. and Rainforest Alliance is also emphasized to facilitate entry into premium markets.”
The smaller farmers could really benefit from investments, especially when it comes to adding value to the avocados, Maingi explains. “Investing with local universities in research and development in emerging avocado hubs such as Meru, Western Kenya, in digital solutions for traceability, maturity monitoring, and advisory services would also improve Kenya’s position. Kenya’s smartphone penetration is over 80%, while under 35 years is 75%. This increases transparency and trust. Value addition initiatives, like frozen avocados and avocado oil processing facilities, should be a priority for the Government and local or international investors. This would curb post-harvest losses or prevent lower quality, commonly referred to as “rejects,” for export. These initiatives could empower local small farmers, who have often been disposing of their rejected avocados at throw-away prices.”
“The government agencies should develop a ‘Kenya Avocados Brand’ in international markets, with a focus on premium quality and sustainability, in collaboration with established suppliers. Kenyan avocados are known worldwide for their quality, as they are sun and rain fed at the Equator, what I would simply describe as ‘Creamy Rich Palate,'” Maingi concludes.