El Mir expects larger sizes, but a smaller harvest this year. "The harvest began around September 15, a bit later than last year, due to the cooler summer. Production estimations are slightly below initial forecasts, but with an excellent caliber profile, as the fruits are noticeably larger than last season." The popularity of Moroccan dates has increased due to several factors, El Mir explains: "Global demand for premium Moroccan Mejhoul dates continues to strengthen. Many buyers are currently looking to diversify their sourcing, positioning Morocco as a trusted and high-quality origin, close to Europe, with a strong reputation and reliable logistics. At the same time, our brands 'Oum Tomoor' and 'It's a Date' are gaining real traction across export markets, reflecting our consistent focus on quality, service, and innovation."