A quiet revolution is taking place in Morocco’s retail landscape. With the launch of FILIERE M in 2019, Marjane Group has turned sustainable farming into a cornerstone of its commercial strategy. Today, the program boasts 60 local producers, including 15 cooperatives, and recorded a 17% revenue growth in 2024. But beyond numbers, FILIERE M is rewriting the rulebook on how agriculture, retail, and social impact intersect.
The initiative offers producers more than access to markets—it provides long-term partnerships, technical training, and fair pricing. The result: a product line of 131 goods, ranging from organic saffron and lentils to free-range poultry and argan oil, with overall references now reaching 375 items.
These products, some carrying the “Approuvé Saveur Goût Responsable” label, have posted impressive growth: thyme honey (+22%), Beldi walnuts (+18%), beef from traceable farms (+25%), and organic argan oil (+30%).
But FILIERE M is, above all, a human story. Women like Fatima Essahbani and Naima Sourelah now lead cooperatives that not only feed families but empower entire rural communities. Their success illustrates how this model goes beyond economic returns—it stabilizes jobs, revitalizes education, and offers youth a reason to stay.
By betting on local, responsible farming, Marjane Group is not only transforming its supply chain—it’s investing in Morocco’s future.
