Fromageries Bel Morocco, through its brand La Vache qui rit®, and the NGO Tibu Africa inaugurated a new football field for children and adolescents in the Sidi Hajjaj area of Médiouna province on Monday, December 15.
This initiative is part of the national program “Raising Awareness of the Importance of Balanced Nutrition and Physical Activity,” launched last September in partnership with the Ministry of National Education, Preschool, and Sports. The program is currently being implemented in 48 schools across the 12 regions of the Kingdom.
Targeted at children aged 6 to 14, the La Vache qui rit® field aims to encourage regular sports practice while raising awareness among young people about good dietary habits. The project combines supervised sports activities with nutrition awareness workshops in an educational and inclusive approach.
Football is used here as a lever for social inclusion and personal development, promoting self-confidence, teamwork, and community spirit. The field provides a safe and structured space for the local children.
At its launch, this infrastructure will benefit more than 250 children from the Médiouna province. The project also contributes to local dynamism, particularly by creating jobs dedicated to supervising sports and educational activities.
The inauguration was attended by Ali Salem Chagaf, governor of the Médiouna province, and Ludovic Flateau, general director of Fromageries Bel Morocco, highlighting the commitment of the partners to education and youth inclusion.
With the Africa Cup of Nations 2025 approaching, of which La Vache qui rit® is an official supplier, Fromageries Bel Morocco reaffirms its desire to leave a sustainable social legacy beyond sports visibility.
“This field is more than just a sports facility. It is a place for life, learning, and sharing that embodies our commitment to balanced nutrition and regular physical activity,” stated Laila Aggadi, marketing director of Fromageries Bel Morocco.
For his part, Mohamed Amine Zariat, founder and president of Tibu Africa, emphasized that this partnership enhances the impact of actions taken on the ground and provides young people with guidance based on inclusion through sport.
As a Moroccan subsidiary of the Bel Group and a mission-driven company, Fromageries Bel Morocco, certified for CSR by CGEM, reaffirms its commitment to healthier and more responsible nutrition, serving education, health, and the development of children.