Morocco's avocado industry is witnessing remarkable growth, with a record export of almost 40 thousand tons, valued at $120 million, from July 2023 to January 2024. This surge is attributed to a 20% increase in harvest, thanks to favorable weather and expanded production. Despite facing challenges like droughts, water shortages, and a heavy reliance on European markets, Morocco is beginning to diversify its export destinations, including new markets like Georgia. This development indicates a promising future for the country's avocado export sector, albeit with hurdles to overcome.