ABSTRACT Watermelon production has rapidly increased in Morocco over the last 15 years. Since its independence in 1956, Morocco has promoted the production of early-season fruits and vegetables for European supermarkets to boost the national economy and improve rural livelihoods. Today, the expansion of watermelon production in arid regions of the country has had profound impacts on local land and water resources. In Zagora, a pre-Sahara oasis region in the southeast of the country, watermelons have contributed to the overuse of aquifers, trapping farmers in cycles of accumulating debt, and increasing conflict over land. Drawing on interviews and participant observation with residents and officials from 2021-2023, this paper demonstrates how a pastoral community embraced watermelon production in an effort to engage with the agro-export sector that drives the country's agricultural growth. Yet rather than contributing to the overall development of the region, watermelon production has deepened gender and economic disparities within the community and privileged a small group of farmers with access to capital. Although authorities restricted watermelon production in 2023, larger investors simply moved production, leaving small farmers to confront the volatile market while trying to sustain land, water, and collective identity in the region.