Philip Symons of North Bay Produce spoke with Agronometrics about Morocco's growing role in the global market for blueberry And why structured and collective data become indispensable as volumes increase. For North Bay Produce, Morocco is no longer a complementary source: it is becoming a strategic pillar.

Scaling production requires scale intelligence

North Bay is significantly expanding its production base in Morocco, with new hectares planted and further growth planned for the coming years. As volumes increase, so does the need for reliable and timely market information.

“We expect to represent a significant portion of total Moroccan production,” Symons explained. “For us, information is crucial.”

North Bay—with operations in countries like Peru, Chile, Mexico, and the United States—is accustomed to managing complex seasonal transitions. In those regions, structured reports and consolidated data provide visibility into volume trends and market reactions. With Morocco's growth, the urgency to achieve a comparable level of transparency increases. Without it, Symons warns, business decisions are made with an incomplete understanding.

From the source data to the reality of the destination

Today the blueberry It operates in a completely global market. Since MoroccoThe fruit is shipped not only to Europe between January and May, but also to North America, the Middle East, and certain Asian destinations. Managing this network requires more than just internal shipping figures.

“Understanding production over a given period is fundamental,” Symons noted. “This allows us to manage destinations appropriately and provide producers with a clear forecast of prices and expected profitability.”

The price environment in any destination is defined by the total number of arrivals, not by the volumes of a single exporter. Morocco It doesn't compete in isolation: during overlapping periods, Florida may also be active, and other origins may be supplying the same markets. Without a global view of what's arriving at a destination at any given time, exporters risk interpreting supply pressure too late and reacting too late.

According to Symons, collective data allows for more disciplined inventory management and coordinated sales execution. It transforms uncertainty into planning.

Plan with confidence

Early visibility into market volumes helps structure programs more intelligently. Projecting larger arrivals several weeks in advance allows for timely coordination with retailers on pricing strategies and promotional activities, protecting product flow and stabilizing returns.

Symons mentioned experiences in Chile, where the concentration of arrivals at the end of the season required coordinated promotions to sustain movement throughout the supply chain. These decisions, he argues, are more effective when based on shared information rather than isolated assumptions.

For producers, the impact is direct: greater visibility facilitates more accurate forecasts and reduces the volatility associated with speculation. In a rapidly growing origin like MoroccoThat discipline becomes even more relevant.

Philip Symons, EMEA Director, North Bay Produce © Agronometrics

Scale and transparency, in parallel

Symons believes Morocco is moving towards becoming a major exporting source during its seasonal window. Its schedule strategically positions it in Europe after the South American season, and its cargo routes also support programs to the United States and Canada.

As production expands, Morocco's influence on the global supply will intensify. However, this growth—he argues—must be accompanied by coordination: without transparency, rapid expansion can increase instability; with transparency, it can strengthen Morocco as a reliable and competitive source.

Towards a more transparent future

North Bay is already involved in structured data initiatives in several regions. For Symons, Morocco's move toward a more consolidated, data-driven framework is logical and necessary. As the industry matures, access to shared information will be crucial for allocating volumes, managing prices, and protecting producers' profitability.

Morocco has demonstrated the capacity for rapid growth. The next stage will depend on how intelligently it integrates into the global supply system. In that transition, collective data is not just an advantage: it is infrastructure, says Symons.

What is the Morocco Data Club?

The Morocco Data Club is a collaborative initiative launched by Agronometrics to promote market transparency in the Moroccan agricultural industry. blueberryThe program consolidates weekly export data provided by participating companies. Its members have access to up-to-date information on export volumes by destination, historical comparisons, and estimates of total market share coverage.

The initiative begins as a closed group for contributing members, with the goal of strengthening real-time visibility, improving decision-making, and bringing greater discipline to one of the fastest-growing origins in the industry.

For more information or to join the Morocco Data Club, please contact sales@agronometrics.com