Morocco strengthens position in Southeast Asian blueberry market
MOROCCO – Morocco’s blueberry exports to Singapore and Malaysia are continuing to grow, reinforcing the country’s presence in Southeast Asia.
In the 2023/24 marketing year, Morocco shipped 610 tons of fresh blueberries to these markets, maintaining the strong performance of the previous season. The positive trend has carried into the current marketing year, with 55 tons already delivered in December.
Moroccan exporters are benefiting from the increasing demand for blueberries in Singapore and Malaysia. In 2023/24, imports to Singapore grew by 16%, while Malaysia saw a 73% rise.
This growth has helped Morocco become the third-largest supplier of blueberries to Malaysia and the fourth-largest to Singapore, following China, South Africa, and Peru.
While Morocco’s overall exports remained stable, there were differences between the two markets. In Malaysia, shipments rose by 50% compared to the previous year, reaching 288 tons.
However, exports to Singapore fell by 13%, totaling 322 tons. Despite this decline, Morocco still holds a strong position, especially as competition from other suppliers remains high.
Weather delays and competition
The cool temperatures in northern Morocco have delayed the peak harvest of blueberries. According to Mehdi Benchekroun, CEO of DMB & Co, the impact is mainly on timing rather than quality.
“We’re seeing a delay in the ripening of fruits such as blueberries. We were expecting to reach large harvest volumes in January-February, and it’s now shifted to March,” he explained.
Benchekroun emphasized that quality remains a priority. “Many growers have recently replaced their plantations with premium varieties. The general strategy is to move upmarket and ensure that Moroccan origin stands out for its quality.
The health authorities, ONSSA, play an important role in ensuring that blueberries produced in Morocco are as safe and up to standard as those produced in Europe.”
Other indicators, including fruit size and shelf life, have also improved. Benchekroun stated, “In terms of size, we’re seeing a lot of blueberries in sizes 16+ and 19+. Many growers have introduced jumbo varieties, replacing the classic varieties whose sizes reach 14-16+. The sweetness, bloom, and crunchiness of the fruit are fantastic.”
Moroccan blueberries continue to face price competition from Latin American suppliers, but their shorter delivery times provide an advantage. “Every quality tier has its price. We have the advantage of a much longer shelf life: blueberries harvested in Larache in the morning arrive in Spain the same evening or the next morning and in four days in Germany or the Netherlands. This is incomparable with the three-week transit time from Latin America,” Benchekroun noted.
Expanding trade opportunities
In April, a delegation of Moroccan exporters specializing in fresh berries, citrus fruits, avocados, and other produce will travel to Singapore and Malaysia.
This mission, led by the FAO/EBRD project and FoodEx Morocco, aims to strengthen trade ties between Morocco and Southeast Asian markets.
The initiative is expected to create new opportunities for Moroccan exporters as they look to expand their presence in the region.
Looking ahead, Moroccan growers remain optimistic about the remainder of the 2024/25 season. Benchekroun remains confident despite the delayed peak harvest. “There will be a market for everyone. We’re not too worried, the market will reward our efforts to provide quality berries.”
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