Lawyer Hass’ Moroccan campaign started this week in confusion. Prices are lower than at the start of the previous campaign. For Abdelmoumen El Achkar, CEO of Ecomac, “the Moroccan lawyer industry is paying the price for poor communication choices.”
“Hass prices have fallen by 10 to 15% compared to the same period of the previous season, and I even fear that the season will be difficult commercially. This situation can be explained by objective factors. For example, Last season we started our calendars when there were very few avocados on the market. This season, competition is strong with production from Colombia, Kenya, South Africa, and soon. of Spain and Portugal.
“We thought the early start to the season would work in our favor,” continues El Achkar. “To the point where many producers and exporters were strangely obsessed with being first to market. Perhaps it was impatience to do business after spending many months spending money to cultivation Unlike Spanish avocado producers, Moroccan producers specialize in fruits of Moroccan origin and only work a few months per year, which influences their decisions.
“Fortunately, the Moroccan authorities, namely Foodex Maroc, anticipated this problem and imposed a start date for the campaign for the first time this season. Otherwise, it would have been catastrophic. Some exporters would have started shipping from the beginning of the month of October, which would have destroyed the reputation of Moroccan origin and caused prices to fall throughout the campaign.
In addition to a rushed start to the campaign, El Achkar points out the communication errors which would have harmed the Moroccan campaign. “We started the season in a weak position. Several operators announced volumes that were too high. First of all, I don’t know how these estimates were calculated. On the other hand, they gave the market the means to punish. The desire of clients to lower the prices of Moroccan avocado is obvious and goes all the way.”
“Moroccan players must show restraint and reflection before communicating figures that are even more unverifiable. We see clients taking the most outlandish volume estimates and using them to impose prices. Faced with competition from other origins, clients have the power to snub Moroccan lawyers and expect us to give in. The damage is already done for this season and I foresee a difficult campaign.
The producer hopes that everything will go well: “We can still be present, especially in the large and medium sizes. The season is still long and a lot of things can change.
For more information:
Abdelmoumen El Achkar
ECOMAC
Tel: +212 661-085166
[email protected]
