Morocco is experiencing a surge in the popularity of kiwifruit, with imports reaching record levels and placing the fruit among the top five imports. Despite the country's own cultivation and exports of kiwis, imports continue to rise, reaching 4,800 tons in the first quarter of 2023, a seven-year high. Kiwifruit imports into Morocco have grown from 4,500 tons five years ago to 10,400 tons in 2022, with a projected value of over $9 million. Italy remains the leading exporter of kiwifruit to Morocco, contributing to 57% of the total imports in the first quarter of 2023, and is expected to maintain this lead throughout 2023.