How bakery Maymana turned its Moroccan pastries into an international gift-box sensation
What started as a one-woman operation has become one of Morocco’s sweetest exports.
Pastry shop Maymana’s gift boxes have long been a beloved treat for Moroccans. Originally a teacher by trade, Naïma Berrada founded the shop and catering service in 1985 after spotting a gap in the market for traditional patisserie. Maymana quickly established itself as the place to go for gazelle horns and other quintessentially Moroccan pastries. Over the past four decades, Berrada’s one-woman enterprise has grown into a business of 510 employees, 70 per cent of whom are women.
Walk across Rabat’s upscale Souissi neighbourhood or through Casablanca Mohammed V International Airport and you are almost certain to spot Maymana’s distinctive gold lettering. The bakery’s reputation is stellar not only among the breakfasting Moroccan public but also among the country’s executives, because its wares are a top choice when it comes to corporate gifts. In a country where gift-giving holds great political and cultural significance, Maymana’s tarbouche de Fez boxes are a reliably elegant (and delicious) option. Last year, many private companies and public institutions, including the French consulate in Morocco, chose a Maymana gift box as a New Year present for their clients, contacts and friends.
The bakery’s popularity is rightly attributed to its generously chocolate-covered dates and irresistible honey-based specialities, but equally important is the fine design detail in its packaging. With a felt exterior, faux-leather materials and gold tassels, the boxes are a modern interpretation of the fez hat – a historic symbol of Moroccan identity and a fitting gift for embassy staffers.
Maymana’s delicacies are now available in several spots beyond Rabat, in places from France to Qatar. Berrada’s daughter, Majdouline Benchakroun, is the current ceo and her younger daughter, Lamia, runs the development of the brand internationally.
The business has recently expanded its presence to the Gulf with a new shop opening in Doha in October 2024. Its tarbouche boxes are sure to be a welcome gift. The brand has solid credentials as an ambassador of Moroccan gastronomy and culture. Perhaps a European airport location is what’s needed next?
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