Fromageries Bel Maroc and SOS Children’s Villages Morocco have announced the launch of the second edition of the solidarity initiative “product-share,” driven by the brand La Vache Qui Rit® For Good. Building on the success achieved in 2025, the partnership is renewed with an enhanced ambition: to reach 1.5 million portions donated for the benefit of vulnerable children and families.
During the first edition, the operation collected the equivalent of 1 million portions, thanks to a straightforward mechanism relying on consumer commitment. The principle remains unchanged this year: for every box of La Vache Qui Rit® For Good purchased, one portion out of eight, or its cash equivalent, is donated to SOS Children’s Villages Morocco. The operation runs from February 9 until the end of Ramadan, or until stocks are exhausted.
For this new edition, the target has been raised to broaden the social impact of the initiative. The collected donations will specifically contribute to the funding and support of actions carried out at the SOS Children’s Village in Dakhla, as part of the association’s mission to assist children deprived of parental support and vulnerable families.
“Through this initiative, La Vache Qui Rit® reaffirms its civic vocation For Good and its solidarity commitment. The shift to a goal of 1.5 million portions reflects our desire to amplify the impact of this collective mobilization and to sustainably embed our action in service of the communities,” stated Leila Aggadi, Marketing Director of Fromageries Bel Maroc.
For her part, Samya El Mousty, National Director of SOS Children’s Villages Morocco, emphasized the importance of this partnership. “This second edition strengthens a collaboration based on shared values and concrete commitment. The resources generated from this operation will allow us to support our efforts, particularly within the SOS Children’s Village in Dakhla,” she noted.
Beyond this “product-share” operation, the identity of La Vache Qui Rit® For Good is part of a broader approach to sustainable social impact. The brand recently distinguished itself by inaugurating a football field in the province of Médiouna in December 2025, aimed at promoting social inclusion through sports. It is also rolling out a program to raise awareness about balanced nutrition and sports practice, which will benefit 30,000 students during its initial phase, with a gradual nationwide expansion planned by 2030.
Through this new edition, Fromageries Bel Maroc and SOS Children’s Villages Morocco aim to strengthen a solidarity partnership that combines responsible consumption with concrete support for the most vulnerable communities.