Mehdi Benchekroun, CEO of DMB & Co, reports that cool temperatures in northern Morocco have affected soft fruits, particularly blueberries: ‘The ripening process has slowed, delaying the expected peak harvest from January-February to March.’
Despite this setback, Benchekroun reassures that quality remains unaffected: ‘Many growers have transitioned to premium varieties, aiming to elevate Moroccan blueberries in the global market. The ONSSA health authorities ensure our produce meets the same safety and quality standards as in Europe. While climate change introduces uncertainty, its impact appears limited to a temporary harvest delay, and we’ll be back on the market very soon.’
Other quality indicators for Moroccan blueberries are also positive this season, confirms Mehdi Benchekroun: ‘We’re seeing a strong presence of larger-sized blueberries, with many falling in the 16+ and 19+ range. Growers have increasingly adopted jumbo varieties, replacing the classic ones that typically maxed out at 14-16+. The sweetness, bloom, and crunchiness are exceptional, and the new varieties offer a significant improvement in shelf life.
Moroccan blueberries have traditionally competed with those from Latin America, though price disadvantages have slowed exports. However, Mehdi Benchekroun highlights a key advantage: ‘Every quality tier has its price, but our blueberries boast a much longer shelf life. Harvested in Larache in the morning, they reach Spain by evening or the next morning and arrive in Germany or the Netherlands within four days—far superior to the three-week transit from Latin America.’
With large volumes expected in March, Moroccan exporters will face competition from Spain and Portugal. Still, Benchekroun remains optimistic: ‘There will be a market for everyone. We trust that our focus on quality will be rewarded.’
Despite the peak delay, Benchekroun assures that demand remains strong: ‘The market isn’t slowing down. Just drive on the highway near Moulay Bousselham or Larache and count the blueberry trucks. Business will keep picking up until the season wraps up in May.’
