Moroccan producer Cap Growers is kicking off the 2025/2026 agricultural season by expanding its product catalog with the introduction of persimmons grown in the Chichaoua region, not far from Marrakech. "We continue to work to meet the needs of our partners and explore new opportunities despite challenging climatic conditions and a changing business environment," says Salma Keroua, executive director of Cap Growers.
© Cap Growers
"Persimmons are already in production in the Chichaoua region and have shown good adherence and acclimatization to the Moroccan terrain, with an export season running from October to December. At Cap Growers, we selected the Rojo Brillante variety and achieved good sizes in our first season of production. The product joins our wide range of fruit available for export this season, including clementines, mandarins, sanguinelli, navel oranges, and pomelos, as well as pomegranates, avocados, and berries such as raspberries and blueberries. We currently export to a wide network of international markets, including Canada, Europe, the UK, the Middle East, and Russia," the grower adds.
Adverse weather conditions continue to hit fruit production
The introduction of the new product comes against a climatic backdrop that has long been challenging. Keroua describes the difficult working conditions: "Obtaining high-quality crops requires careful farming operations. Rainfall has once again been insufficient this year in Morocco, and we experienced a dry, hot summer with intense heatwaves that impacted the volumes and sizes of several fruits. In persimmons, for example, overall volumes in Chichaoua for our fellow growers who were already growing this fruit have fallen by 20% on the previous season. There is also a trend towards smaller sizes, as the heat has stressed the trees."
© Cap Growers
In other fruits too, the general trend across the country is towards lower volumes, smaller sizes, and harvest delays. This was first seen in the avocado and soft fruit industries. Keroua reports on the situation in the citrus sector: "In our region, around Marrakech, clementine volumes remain stable compared to last season, which was half of an average pre-drought season. The damage is most significant in terms of smaller fruit sizes and losses in early production. The damage is more severe in the Berkane region, with significant volume losses. There will be fewer Moroccan clementines on the market in the upcoming season, as many large-scale growers are taking a break this year. However, we are expecting bigger sizes later in the season, further away from the heatwaves of June and August."
© Cap Growers
Shifting commercial windows and destinations
On the commercial front, exporters remain in the fog. The emerging trend is to focus on the late season for several fruits, especially in the citrus category, according to Keroua. She adds, "In addition to production problems, we see that South African supply is still very abundant, and it will continue to export shiploads of citrus until October. We will therefore have to focus on our normal and late calendars, where improved sizes will be accompanied by less intense competition."
In terms of destinations as well, the situation is still unclear, according to the grower. The performance of Moroccan soft citrus fruits in the historically important U.S. market fell short of expectations last season. A shift towards the European market is therefore not to be ruled out, but it is still too early to know how the market configuration will take shape, according to her.
© Cap Growers
"We will actively participate in the Fruit Attraction trade show at the end of the month, at 14C01, and we look forward to meeting buyers, professionals, and partners to explore new opportunities and the outlook for the coming season. We anticipate fruitful discussions given the timing of the show in an industry undergoing major changes. We are regulars at this show, and our ongoing participation reflects our commitment to quality, innovation, and global growth, as we expand our product range to meet the evolving needs of our partners," the grower concludes.
For more information:
Salma Keroua
Cap Growers
Tel: +212661415820
Email: [email protected]
www.cap-growers.com