Moroccan watermelons Europe 2025 quality competition
Having entered the commercialization phase several weeks ago, the kingdom’s watermelon continues its offensive in Europe for the 2025-2026 season. Despite climate challenges, the Moroccan fruit is banking on its quality to compete.
The first shipments from Dakhla and Zagora crossed the Mediterranean more than three weeks ago. Lahbib Najmi, commercial manager at Rungis international market, told Hespress media that exported volumes remain satisfactory, although lower than expected. The cause: unpredictable weather marked by flooding, heavy rains and hail.
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This lack of heat slowed fruit growth, depriving shelves of the large sizes demanded by European consumers. Export momentum will nevertheless accelerate thanks to staggered harvests from other agricultural basins such as Souss, the regions of Taroudant, Chichaoua, Rehamna, Safi and Gharb, ensuring deliveries until August.
In a European market where prices remain closely linked to quality, the kingdom must compete hard. Its supply takes over from Mauritanian production, harvested much earlier. Facing wholesalers, agricultural operators assure that "quality remains the main criterion to guarantee competitiveness." Although it enjoys an excellent reputation, the Moroccan product faces challenges linked to pests, a global agricultural scourge.
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Currently, overall demand stagnates at a medium level, just before the imminent arrival of Italian merchandise. Despite this pressure, the Moroccan fruit retains its loyal buyers. It outperforms its transalpine rival, whose commercialization will stretch until early June, thus maintaining a prime position, particularly in France.
