Challenges and Opportunities in Morocco's Blueberry Industry
The Moroccan blueberry sector is experiencing steady growth, yet it now faces a more challenging phase. The cultivated area continues to expand, and during the 2025/26 season, producers reported good yields despite weather-related disruptions. However, emerging competitive countries are testing Morocco's market position. Industry representatives gathered at the 43rd International Seminar for Red Berries, held on September 16 in Tangier, to assess these developments. Organized by Blueberries Consulting, the event addressed pressing issues confronting the industry, including local production and marketing, global trade flows, genetics and nutrient management, precise water management, cuticular stress, and pre-harvest growth regulators.
Jorge Esquivel Manterola, Director of Blueberries Consulting, explained that the agenda is being restructured from the ground up. "We maintain a constant, direct dialogue with Moroccan producers and exporters, as well as numerous buyers in Europe," he stated. "Through these discussions and our visits throughout the year, we identify the industry's problem areas and tailor the program accordingly. This has been our approach for each edition." For 2026, Esquivel Manterola highlighted water availability and variety renewal as the top priority. "The market offers a wide range of varieties, and producers must select from this extensive list, bearing the full economic risk on their shoulders. A central component of the 43rd edition's program is to equip producers with the tools and technical knowledge necessary to make informed decisions."
Importance of Fertilization and Market Competitiveness
Fertilization is another focal point that requires special attention from producers. "A solid fertilization strategy is fundamental in growing regions like Morocco," Esquivel Manterola stated. "This includes the use of biostimulants and well-coordinated fertilization programs." Morocco concluded the 2025/26 season with 89,000 tons of fresh blueberry exports, marking a 6% increase from the previous year. However, behind these figures lies a harsher reality: the expansion of cultivated land has largely offset yield losses, according to a producer representative. Esquivel Manterola, however, disputes the notion that the 2025/26 season represented a setback in yields. "The decline was marginal in quantity, at least for blueberries, and producers achieved better returns. It was by no means a bad season." He added that the weather's impact was not uniform. "Some producers were negatively affected, while others even benefited, and that is precisely reflected in the overall numbers. The same strong performance is seen in export volumes, as virtually the entire harvest is destined for export markets."
Regarding competitiveness, Esquivel Manterola perceives Morocco to be in a favorable position, despite the emergence of new market players like Egypt on the horizon. "Morocco has an advantage and therefore needs to secure its market position," he remarked. "It has a highly developed logistics platform, an excellent port, and a large base of eager producers open to technical information. This is a genuine strength." In contrast, Egypt is "at the beginning of its development path. It remains to be seen whether Egyptian producers are willing to embrace knowledge transfer. Morocco can easily compete, even in terms of costs." Addressing labor issues, which seminar participants identified as a significant challenge, Esquivel Manterola noted, "I am aware that labor availability in agriculture is becoming scarcer. Nevertheless, the selling prices of Moroccan blueberries should allow for higher wages and ensure the inclusion of labor in this growth. Only in this way can the industry remain competitive."
Competition from China has also impacted Morocco's recent export campaign, pushing Moroccan fruit out of the Russian market. Esquivel Manterola commented, "We are all closely monitoring China. Its production and export developments will ultimately become a global issue. Just as China gained access to the Russian market and approximately twelve new markets, Morocco has been compelled to explore other sales markets, including the United States. Caution is warranted, but the answer is competition." With increasing volume, the stakes are also higher. The "IBO Global Blueberry Report 2026" issued by Blueberries Consulting predicts that Morocco's harvest could grow by nearly 70% by 2029, starting from a base of approximately 85,000 tons in 2025, positioning the country as a primary source of the anticipated supply growth in Southern Europe and North Africa. Last year's harvest amounted to 84,940 tons, reflecting an 18.4% increase, and came from 6,800 hectares of cultivated land, of which 5,800 hectares were productive. The increase was mainly due to additional productive land rather than higher yields, which averaged 14,645 kilograms per hectare. Spain and the United Kingdom accounted for about 77% of the 82,590 tons of exports recorded by the IBO for 2025, and heavy rainfall between November 2025 and January 2026 delayed harvests in the north by up to three weeks, tightening the European supply and driving up average prices. As more cultivated areas come into production, the timing and destination for exporters will gain significance.
Esquivel Manterola concluded with an optimistic statement: "We see that events like the International Seminar on Red Fruits mobilize and engage industry players. Every time I come to Morocco, I am convinced that the industry can improve and remain competitive."
As reported by freshplaza.de.
