Morocco has emerged as a key player in the melon trade, displacing Spain’s traditional role as the second-largest supplier during the 2022–2023 growing season.
Recent data reveals Morocco’s remarkable achievement, shipping over 94 million kg of melons to meet Spain’s escalating demand for this delectable fruit. This milestone places Morocco’s market share just slightly below that of Brazil, the leading exporter. This holds particular significance as Spain’s melon imports have surged by 30% over the last decade.
Morocco has strategically positioned itself as a rising force in the industry, successfully securing a 17% share of Spain’s melon market. This accomplishment stems from the nation’s implementation of aggressive pricing strategies, with their melons priced at an average of 0.69 euros per kilogram, challenging well-established industry giants.
As the 2022–2023 season draws to a close, it is evident that Moroccan melons will continue to grace Spanish fruit stands for the foreseeable future. Responding to the soaring demand, Morocco is actively increasing its melon production volumes, eyeing the top spot and indicating a potential sustained presence in the Spanish market.
Morocco’s unexpected rise to become the second-largest melon exporter to Spain can be attributed to its astute market strategy and aggressive pricing. The country is poised to establish itself as a permanent fixture in the Spanish market, posing a challenge to established exporters and further reshaping the dynamics of the melon trade as it expands production to meet the growing demand.