Morocco is poised to set a new record for avocado exports in the 2022/23 season, with a 60% increase from the previous season, making it the ninth largest exporter in the world. However, the industry faces challenges due to water scarcity and climate change, with the Moroccan Ministry of Agriculture cancelling subsidies for new plantations and facing calls to halt the cultivation of water-intensive crops like avocados and watermelons. This could potentially limit the expansion of avocado plantations, impacting both exports and the domestic market, where avocado use is on the rise.