Morocco began exporting Clemenules and Nour clementines to the US in November and December 2024, but the season got off to a rough start, “It was a very complicated start as the quality of the fruit wasn’t very good,” said Miles Fraser-Jones of Sierra Produce, “FreshPlaza” reported.
Early shipments were plagued with granulation issues, soft texture, and a yellowish appearance.
The timing also worked against Morocco, as California’s clementine season had started in late October, offering good-quality fruit and creating stiff competition.
Adding to the challenge, summer citrus from Chile remained available in the US market until early December, leading to an oversaturated market and driving down prices.
Hopes for Nadorcott Revival
After the difficulties of the early season, Morocco is now shifting its focus to the Nadorcott mandarin variety, which is poised to offer better prospects.
“This is the mandarin variety everybody is waiting for, and the quality is expected to be better,” Fraser-Jones noted. The Nadorcott crop appears promising, with reports of good quality despite slightly smaller fruit sizes.
The first shipment of Nadorcotts for 2025 is expected to reach the East Coast of the US this week, marking the start of what is anticipated to be a stronger second half of the season.
These mandarins will likely remain in the market until late March or early April.
Morocco expects a normal harvest and no significant supply issues. This could help restore confidence in Moroccan citrus, especially if the market dynamics improve.
Market Outlook and Competition
The arrival of Nadorcotts may provide a much-needed boost to the market. “If we put good fruit in the market, it should increase consumption,” said Fraser-Jones.
The timing could also play in Morocco’s favor. By late January, there is often a supply gap in the US as California transitions from Clemenules to mandarins.
The lull could open opportunities for Moroccan citrus, provided the country avoids overshipping, which could lead to another glut and depress prices further.
Although most US retailers prioritize domestic fruit, Fraser-Jones believes there is room for high-quality Moroccan citrus, especially if it meets consumer expectations for flavor and freshness.
Promising Global Events
Beyond citrus, “Sierra Produce” imports a wide range of fruits into the US, including grapes, cherries, blueberries, and pears.
Fraser-Jones sees opportunities to strengthen partnerships and explore new markets at the global event Fruit Logistica in Berlin from February 5 to 7.
This international event could offer a platform to showcase Moroccan produce and secure new deals that will further enhance the country’s presence in foreign markets.