The Moroccan Avocado Association is expecting to reach a record-breaking avocado production of 40,000 tons in 2023, with expectations to double or triple this quantity by 2027. This increase is due to the fruit's quality and versatility in various cuisines, as well as its proximity to Europe for easy export. The association is also working towards stabilizing prices and volumes by contracting with farmers. The Moroccan Avocado Association, established in 2021, has also managed to open up new markets such as China and America through memorandums of understanding with the National Food Safety Office (ONSSA), focusing on improving fruit quality and processing techniques.