Interview: Greg Murdoch on Morocco’s Blueberry Growth and Future Challenges

As Morocco continues to strengthen its position in the global blueberry industry, production growth, market diversification, and sustainability are shaping the sector’s future. With the 2025/2026 season approaching, growers and exporters are navigating opportunities and challenges across production, labor, logistics, and international demand.

To gain deeper insights into these dynamics, the IBO spoke with Greg Murdoch, General Manager of African Blue, who shared his perspective on Morocco’s outlook, the challenges ahead, and the opportunities for continued growth.

Outlook for the 2025/2026 Season

How do you see the outlook for Morocco’s upcoming blueberry season?
The forecast for Morocco’s 2025/2026 blueberry season is very optimistic, with production expected to exceed 80,000 tonnes, assuming no major climatic or agronomic disruptions. From my perspective, the timing of the season will likely follow the usual pattern.

Southern regions are expected to deliver early varieties and strong volumes from January through March, while northern areas should provide robust availability to meet international demand from April through June. This outlook reflects both the maturity of Morocco’s production regions and the growing global appetite for high-quality fruit.

Production Trends

What production trends are you observing in terms of volumes, timing, and varieties?
Morocco’s blueberry industry continues to expand rapidly, particularly in the southern regions, as growers and marketing programs pursue higher-return windows. From a retailer and customer perspective, the extended harvest window from January to July offers consistent availability of Moroccan fruit.

Producers are actively investing in new genetics from successful breeding programs, which are gaining recognition in international markets due to strong consumer preferences. This varietal diversification supports longer shelf life and consistent quality, further strengthening Morocco’s reputation as a reliable supplier of premium blueberries.

Market Expectations

Which export markets do you expect will play the most important role this season?
Europe remains the dominant market for Moroccan blueberries, with key destinations including Spain, the United Kingdom, the Netherlands, Germany, and France.

However, for growers producing fruit that meets premium specifications—particularly in size, flavor, and overall quality—Southeast Asian markets such as Hong Kong, Singapore, and Malaysia are becoming increasingly attractive for achieving higher returns.

The Middle East and the United States are also gaining traction, especially among growers who have established relationships in these regions through other crop exports. This cross-commodity familiarity is driving interest and confidence in Moroccan blueberries.

Have you noticed any changes in demand patterns, especially in Europe or emerging destinations?
Yes. Demand is clearly shifting toward premium-quality, larger-sized, and sustainably grown blueberries. Growers relying on older varieties that lack shelf life, firmness, and size are seeing reduced returns compared to those investing in new premium genetics that meet evolving market expectations.

Meanwhile, Southeast Asia continues to show strong growth, with Morocco becoming a reliable supplier in markets like Singapore and Malaysia, driven by consistent quality and dependable supply. These trends reflect a broader global demand for high-quality fruit, reinforcing the importance of innovation and adaptability at the grower level.

The potential impact of U.S. tariffs could introduce new trade dynamics, which may ultimately benefit Moroccan exports to the United States—although from my perspective, this remains to be seen.

Challenges for Morocco

What are the main challenges the Moroccan blueberry industry will face in 2026?
Within our business, several critical risks could impact operations and performance in the upcoming season:

• Labor availability: With industry growth outpacing seasonal labor supply, peak-period losses can exceed 20%, affecting harvest efficiency and overall productivity.

• Extreme weather events: Increasing occurrences of high temperatures, heavy rainfall in the north, and strong winds are damaging tunnels and greenhouses, with potential yield reductions of up to 25%.

• Water scarcity: Availability is becoming increasingly constrained, particularly in southern regions such as Agadir, making investments in precision water-saving technologies essential to maintain sustainable production.

Importantly, the Moroccan government has been proactive in addressing water challenges, investing significantly in infrastructure projects to support availability. This forward-thinking approach is enabling continued growth and expansion in the horticulture sector, including blueberries.

How are issues such as labor, logistics, or weather conditions likely to affect the season?
As a larger grower, we are focused on proactive planning and advanced technologies to mitigate operational challenges and ensure supply reliability.

Labor availability remains a persistent concern—particularly during overlapping berry cycles—which can lead to unharvested fruit and lost revenue. Improving labor planning and retention is therefore a key priority.

Logistics coordination is another critical area. Efficient transport—whether trucking fruit to Europe or shipping by sea—requires meticulous planning to maintain freshness and meet export timelines. Last season, weather-related disruptions caused significant delays from March onward, underscoring the need for robust contingency planning.

Looking ahead, logistics efficiency and weather resilience are central to our strategy as we work to deliver seamless supply and consistent quality to global markets.

Sustainability & Innovation

How is Morocco approaching sustainability and innovation within blueberry production?
Moroccan producers are increasingly adopting precision irrigation, nutrient management, and waste-reduction technologies to enhance sustainability and resource efficiency.

Within our own business, we place strong emphasis on:

• Optimizing input utilization

• Environmental sustainability

• Implementing waste-reduction initiatives

• Investing in varietal redevelopment and replacement

These efforts build resilience, improve market adaptability, and ensure competitiveness in a rapidly evolving global landscape.

Competitive Positioning

How do you see the country’s role evolving in the global supply calendar?
Morocco has established itself as a reliable supplier, now ranking fourth globally. Its strategic proximity to Europe and the Middle East—combined with production spanning November through July—offers a unique advantage in bridging supply gaps.

This extended window, along with consistent quality and growing export volumes, continues to strengthen Morocco’s role in the global blueberry market.

Looking Ahead

What are your expectations for the future growth of Moroccan blueberries beyond 2026?
Growth is expected to continue, with expansion into new production regions. Morocco is also diversifying markets to reduce reliance on Europe, targeting the United States and Canada while further expanding into Southeast Asia, including Hong Kong.

Where do you see the biggest opportunities for the industry to add value?
Key opportunities to enhance Morocco’s industry value include:

• Post-harvest innovation: Cold chain infrastructure, sorting technology, and packaging advancements to maintain fruit quality and extend shelf life, especially for distant markets.

• Strengthening sustainability credentials: Aligning with growing demand from environmentally conscious consumers, particularly in premium markets such as the UK and the US.

These initiatives not only support long-term resilience but also reinforce Morocco’s position as a forward-thinking leader in the global blueberry industry.

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09-04-2025