LabelVie has partnered with Colibghiti, a social initiative launched by Sustainable Food Solutions, in a new effort to combat food waste and promote food solidarity across Morocco. The partnership was formally announced on September 16 in Casablanca and marks a significant step forward in the fight against unnecessary food loss.
Under the agreement, LabelVie’s retail locations will play an active role in identifying food products nearing their expiration dates. These goods will be collected and redistributed through Colibghiti’s logistics platform to a network of verified nonprofit organizations. The process ensures both traceability and food safety, with the ultimate aim of reducing waste while supporting local communities in need.
This initiative forms a key part of LabelVie’s 2024–2028 strategic plan, which focuses on multi-format growth, digital transformation, and corporate citizenship. Company leadership sees the collaboration as a clear expression of its commitment to building a more responsible and community-oriented retail model—one that balances business performance with meaningful social impact.
Since the program began, nearly 20 tons of food—representing over 79,800 meals—have been redistributed, helping approximately 1,200 people. Encouraged by this initial success, LabelVie plans to roll out the initiative across its entire store network. The next phase includes training employees and raising awareness among customers to make food solidarity a long-term pillar of the brand’s identity.
Colibghiti, founded in 2020, has already redistributed over 35 tons of food nationally. Its digital platform connects donors, charities, and logistics providers in real time. The system not only tracks donations and ensures accountability, but also optimizes logistics to maintain a zero-carbon footprint—reinforcing the environmental dimension of its mission.
