The latest campaign of blueberries Morocco presented a particularly complex scenario. Weather conditions, changes in export patterns, periods of oversupply and shortage, and an earlier-than-expected end to the season made business planning difficult.

For Philip Symons, EMEA director of North Bay Produce, this context highlighted the importance of having up-to-date information on the volumes leaving the source and those about to arrive at the market.

One of Morocco's challenges, he explains, is that official export data is not available as quickly as business decisions require. In this context, the Morocco Data Club (MDC) has served as an additional source of information for participating companies.

“Morocco does not provide official export data within the timeframe we would like. Therefore, this has been very useful for us as a starting point to determine how to operate in the market from a sales perspective.”

Real-time data for a less predictable campaign

In relatively stable seasons, historical data can provide a sufficient basis for projecting supply behavior. When the supply curve changes, that reference loses its ability to guide immediate decisions.

For Symons, that's precisely what happened this season. “It was a very, very challenging season for Morocco. And in times like these, it's even more important to have accurate, real-time information about the volumes that are leaving and those that are about to arrive.”

The difference compared to more predictable campaigns was the need to follow current market movements and not depend solely on patterns from previous years.

“When you have very stable supply curves or seasons, it’s easier to make forecasts without real-time data because you can rely on historical information. In this case, we couldn’t just look at historical data; we needed real-time information.”

According to Symons, access to that data helped them cope with both periods of lower availability and weeks of oversupply. “It helped us navigate both periods of scarcity and weeks of oversupply.”

From data to planning with retailers

The usefulness of this information extends directly to the business relationship with customers. Large chains typically define promotions and forecasts well in advance, so having a more up-to-date overview of the offerings allows for better adjustment of those expectations. “When we talk to many large retailers, issues such as promotional planning and forecasting are addressed well ahead of time.”

For Symons, having a more accurate view of availability helps align what companies can offer with their customers' needs and reduce sharp price fluctuations. "If we can best match what we have available with the retailer's expectations, it greatly helps to avoid large price swings."

Philip Symons, EMEA Director, North Bay Produce © Agronometrics

A vision that incorporates other origins

The need for timely information is not limited to Morocco. When different countries simultaneously supply the same markets, having data from multiple sources improves planning capabilities.

Symons mentions the case of Peru, one of the world's leading suppliers of blueberries, as an example of the difference that having up-to-date information can make.

“We can see it at certain times of the year: when we have, for example, good data available from Peru, planning is much simpler than when that information is not available.”

In that sense, he believes that greater participation can increase the usefulness of shared information platforms. "I think that's why, the more people contribute, the more everyone benefits."

A tool that can gain weight

After using the Morocco Data Club during a particularly erratic campaign, Symons believes its usefulness can grow as it incorporates more historical data, increases participation, and companies gain experience working with the available information.

A broader base would also allow for improved forecasts and the establishment of more solid benchmarks for future campaigns. “I don’t see us going backwards. I think we’re going to continue moving forward and that the data is only going to improve.”

Their prediction is that these types of tools will eventually gain increasing prominence within the industry. "I think it will become a tool that we will all use as an industry."

For companies still considering participation, Symons believes the cost is low compared to the potential benefit of accessing this type of information. “I think it’s actually quite low-cost compared to the potential benefits you can get.”

Beyond a specific platform, his reflection points to the value that better forecasting tools acquire in a market where supply changes can occur rapidly. “I think that, generally speaking, having better forecasting tools strengthens the industry for the future.”

Symons will participate in the Morocco Seminar

Philip Symons will participate in the XLIII International Seminar on Red Fruits Morocco 2026, organized by Blueberries Consulting on September 16 at the Royal Tulip City Center Hotel in Tangier.

The EMEA director of North Bay Produce will be part of the panel “Analysis of the global berry industry: Challenges and strategies for competitiveness”, along with Amine Bennani, president of the Association of Red Fruit Producers of Morocco; Ali Rougui, Head of Business Intelligence Department Morocco of Foodex; Otman El Qacemi, Social and Environmental Impact Manager of Driscoll's Morocco; and Ahlam Hamim, coordinator of the Small Fruit Research Program of INRA.

Tickets are now available HERE 

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