Fromageries Bel Maroc, through its iconic brand La Vache qui rit®, alongside the NGO Tibu Africa and with the support of the Ministry of National Education, Preschool and Sports, has launched a comprehensive program to raise awareness about balanced nutrition and education through sports. The initiative, rolled out across the 12 regions of the Kingdom, will reach 30,000 public primary school students this academic year.
A Civic Action for Youth
Inaugurated on September 23 at El Ouahda Primary School in Casablanca, the program continues Bel Maroc’s commitment to corporate social responsibility, recognized by the CGEM, and maintains a sustainable partnership with Tibu Africa, a leading player in social inclusion for youth through sports. The workshops, led by coaches trained by the NGO, combine nutritional education with physical activity. They also contribute to professional integration by creating job opportunities for young NEETs who have become facilitators.
In Line with National Priorities
The project aligns with the national multisectoral nutrition strategy for 2024-2030, aimed at reducing micronutrient deficiencies, and is part of the Ministry of Education’s roadmap for 2022-2026. Enriched with iron, iodine, zinc, and vitamin D, La Vache qui rit® reflects the Bel group’s commitment to providing healthy and accessible nutrition while combating food waste through its practical and secure format.
An Iconic Brand with Local Roots
Present in 8 out of 10 Moroccan households, La Vache qui rit® has been part of family life for over 60 years. Produced locally at the Tangier factory, it contributes to both the industrial development of the country and regional exports.
Institutional Mobilization
The official launch brought together several officials, including Bouchra Berradi, Governor of Ain Chock, Latifa Lamlif, Provincial Director of the Ministry of Education, and Mohamed Dib, Director of the Regional Academy of Education and Training of Casablanca-Settat. The program will be implemented in 48 public schools starting October 1.
“We are proud to launch this initiative that will raise awareness among thousands of children about better eating and being more active,” said Laila Aggadi, Marketing Director of Bel Maroc. For Mohamed Amine Zariat, founder-president of Tibu Africa, this project illustrates “the synergy between nutritional expertise and education through sports, with the support of the ministry, to instill in the youngest the values of a healthy and active life.”
