Casablanca –  Marjane Group, a leading player in Morocco’s retail landscape, introduces two transformative initiatives: FILIERE M and Productive Partnerships. These initiatives underscore Marjane’s commitment to supporting local producers, fostering eco-friendly methodologies, and advocating for responsible resource management.

FILIERE M, Marjane’s flagship environmentally responsible initiative, commemorates a significant milestone as it enters its fifth year of operation. With over 60 producers and 15 cooperatives enlisted, FILIERE M has experienced exponential growth, evidenced by a 21% surge in transactions and an extensive product portfolio boasting more than 118 offerings. The introduction of new products in 2023, such as salads, cabbage, blueberries, and saffron, has further solidified FILIERE M’s reputation as a premier supplier of sustainable local produce.

Acknowledged with the prestigious “Moroccan Flavor Approved and Responsible” label for 2024, FILIERE M showcases high-end products like beef rib slices and organic argan oil, renowned not only for their nutritional value but also for their steadfast adherence to environmentally responsible practices.

At the heart of FILIERE M’s mission lies a resolute commitment to environmental preservation, with a strong emphasis on water conservation and pollution mitigation. Partner producers are guided by eco-friendly agricultural practices, including drip irrigation, resulting in significant water savings of up to 50% for select crops. Moreover, stringent standards are enforced to safeguard soil fertility and curtail chemical pollution, thereby fostering biodiversity conservation and bolstering the overall health of the agricultural ecosystem.

Expanding its ambit beyond FILIERE M, Marjane Group forges strategic alliances with agricultural cooperatives through the Productive Partnerships initiative. Launched in collaboration with the Agricultural Development Agency in May 2023, this initiative is designed to empower cooperatives in devising business strategies, enhancing product quality, and accessing lucrative markets.

Thirteen agricultural cooperatives spanning diverse regions of Morocco have already reaped the benefits of the Productive Partnerships project, with a cumulative investment of 5.4 million dirhams (approximately $557,732). This investment encompasses technical assistance and equipment provision, equipping cooperatives with the requisite tools to align with FILIERE M’s exacting standards while championing sustainable agricultural practices.

Looking ahead, Marjane Group remains steadfast in its resolve to advance the cause of sustainable agriculture and environmental stewardship in Morocco. Through initiatives like FILIERE M and Productive Partnerships, the group is committed to effecting positive change in the country’s agricultural landscape, all while meeting consumer demand for ethically sourced, high-quality products.

With a rich legacy spanning over three decades in the Moroccan retail sector, Marjane Group commands a strong presence, operating more than 441,000 square meters of retail space and employing over 13,000 individuals across 171 sales outlets in 40 cities. These include both Marjane hypermarkets as well as smaller Marjane Express outlets. Focused on providing modern commercial offerings to urban and semi-urban areas alike, Marjane Group continues to serve as a catalyst for growth and innovation in Morocco’s retail sector.