In early 2024, just weeks before finalizing the next international collection cycle, Aziza Serghini, the eighth-generation leader of Poterie Serghini, faced a pivotal strategic decision. The Moroccan pottery business had evolved from a local workshop into a supplier for leading global luxury houses, gaining visibility in elite design circles through business-to-business (B2B) partnerships. However, this model left the brand largely invisible to end .....more

In January 2024, Cosumar, Morocco’s leading sugar producer, was at a turning point. After enduring the combined effects of a severe drought and the COVID-19 pandemic, the company faced significant operational and financial pressures. While certain initiatives had provided short-term relief, persistent vulnerabilities remained in its financial structure and strategic positioning. Cosumar’s leadership faced a critical dilemma: How could the company .....more

Following the Arab Spring of 2011, the centuries-old co-operative movement helped the emancipation and financial independence of women in Morocco. One such woman was Samira Smahri, the founder and president of a co-operative called Attadamoun, which nationally and internationally marketed a unique product native to Morocco now used around the world: argan oil and its derivative products. The co-op, founded in 2014 and located in Sidi Bibi, a small .....more