The Moroccan date season has been ongoing for a while now, after a small delay caused by the temperature, says Oussama El Mir, general manager for Moroccan date exporter Medjool Star: "The Moroccan date season is shaping up very well, despite a slightly delayed harvest caused by moderate summer temperatures. The harvest has now been underway for about a month, and stable weather conditions since early September have favored optimal fruit maturation. Overall, the outlook is excellent both in terms of quality and consistency."
© Medjool Star
El Mir expects larger sizes, but a smaller harvest this year. "The harvest began around September 15, a bit later than last year, due to the cooler summer. Production estimations are slightly below initial forecasts, but with an excellent caliber profile, as the fruits are noticeably larger than last season."
The popularity of Moroccan dates has increased due to several factors, El Mir explains: "Global demand for premium Moroccan Mejhoul dates continues to strengthen. Many buyers are currently looking to diversify their sourcing, positioning Morocco as a trusted and high-quality origin, close to Europe, with a strong reputation and reliable logistics. At the same time, our brands 'Oum Tomoor' and 'It's a Date' are gaining real traction across export markets, reflecting our consistent focus on quality, service, and innovation."
© Medjool Star
Next to Europe, Medjool Star has a focus on multiple other continents this season, El Mir states. "Europe remains our strongest market, where Moroccan Mejhoul dates have built a loyal following. We're also reinforcing our presence in North America, particularly Canada and the United States, after a very successful previous season. In parallel, we're expanding operations in Southeast Asia, where our first shipments last year performed well. New market explorations are also underway in the Middle East, broader Asia, and Australia, depending on emerging opportunities and partnerships."
Moroccan producers have to deal with heavy competition according to El Mir, but he emphasizes Medjool Star is able to hold its own: "The Mejhoul category is highly competitive, particularly with traditional Middle Eastern producers. Our edge lies in a fully integrated model, from our own farms to our BRC-certified packing facility, ensuring total control over quality, traceability, and freshness. Continuous investment in advanced technology, such as optical sorting and rehydration systems, enables us to supply premium dates consistently throughout the year."
© Medjool Star
In order to get ahead, dealing with this competition, Medjool Star has invested in its packhouse, El Mir explains. "We recently upgraded our packing unit with a second 360° optical sorting and sizing system, now fully operational, which enhances efficiency and product uniformity. On the agricultural side, we've further developed our precision farming systems to optimize irrigation and monitor palm health in real time, supporting both quality and sustainability goals."
"This season is an opportunity to broaden our market reach and refine our product range to meet growing international demand. Following a successful 2024 season, we're entering this new campaign with strong momentum and a clear ambition: to continue positioning Morocco as a global reference for premium Mejhoul dates," El Mir concludes.
For more information:
Oussama El Mir
Medjool Star
Tel: +212 6 55 26 76 32
[email protected]
www.medjoolstar.com
