Committed to more sustainable and solidarity-based agriculture, Marjane Group unveils the 2024 results of its two flagship initiatives in favor of agricultural development: FILIÈRE M, launched in 2019, and the Productive Alliances, created in 2023 in collaboration with the Agency for Agricultural Development (ADA). Together, these programs reflect the group’s ambition to structure a responsible, inclusive supply chain rooted in local territories.
FILIÈRE M: a growth dynamic in service of Moroccan terroir
In six years, FILIÈRE M has managed to unite more than 60 local producers, including 15 cooperatives, around a model of reasoned agriculture. In 2024, this network generated a 17% increase in revenue, illustrating the growing attractiveness of products from this sector.
The year was marked by a notable enrichment of the offer, with the introduction of new fresh products (chicken, cherry tomatoes, slaoui zucchini, radishes), legumes (lentils, chickpeas), herbs (saffron, celery, absinthe), fruits (grapes, bananas), and local specialties such as honey. As a result, 131 references are now offered under the label, an increase of 13% compared to 2023. The overall catalog now reaches 375 references (+10%).
Products labeled “Approved Flavor Responsible Taste” also stand out, such as Thyme Honey (+22%), Beldi Nuts (+18%), Beef (+25%), and Organic Argan Oil (+30%), confirming consumer interest in traceable, ethical, and quality products.
But FILIÈRE M also has a concrete environmental impact: the agricultural methods adopted have reduced water consumption by 30 to 50% depending on the crops, while ensuring better economic autonomy for producers.
Women’s journeys that change the game
Two stories illustrate the transformative effect of the program on the ground.
In Béni Mellal, Fatima Essahbani leads the Taytmatine cooperative. In 2019, only 20% of the 30 available hectares were cultivated. Today, thanks to the support of Marjane Group, the cooperative has 44 women members, manages 30,000 almond trees, and produces 15 tons of almonds (compared to 7 tons in 2019). The activity has diversified with almond oil production planned at 2 tons by 2025. The impact is also social: stable jobs have been created, incomes are secured, and women are more invested in their children’s education.
Naima Sourelah, head of the Kounouz Zaïr cooperative in Rommani (Khémisset province), shares a similar trajectory. Founded in 2017 with 12 members, the cooperative now cultivates 180 hectares and its production has increased from 8 to 19 tons. The focus on quality and traceability has allowed for an upgrade in their products. A local sales point is in preparation, and women’s involvement is now essential in strategic decisions.
Productive Alliances: a springboard for regional cooperatives
Launched in 2023, the “Productive Alliances” initiative supports 10 cooperatives in six major regions of the Kingdom: the Oriental, Béni Mellal-Khénifra, Marrakech-Safi, Fès-Meknès, Casablanca-Settat, and Rabat-Salé-Kénitra. These structures, specialized in argan, honey, cumin, legumes, fruit growing, or market gardening, benefit from privileged access to Marjane Group’s distribution network.
A total of 668 producers, including 239 women (36%), are technically and logistically supported through a structuring program of 4.6 million dirhams. In 2024, 60 tons of products were marketed in the group’s sales points, resulting from intense support over 18 months and more than 430 days of expertise in agricultural, financial, and marketing fields.
A strong societal commitment
Through FILIÈRE M and the Productive Alliances, Marjane Group does more than distribute products: it contributes to structuring an inclusive, sustainable, and local agricultural economy. Far from simple marketing circuits, an entire value chain is transforming, from production to consumption, including the upskilling and social empowerment of farmers.
About Marjane Group
A key player in modern retail in Morocco since 1990, Marjane Group is now a driver of urban and economic transformation. With more than 200 sales points in over 40 cities, a workforce of 14,000 employees, and over 100 million annual visitors, the group embodies an integrated vision of commerce, leisure, and culture in service of Moroccans.