5. Global impact
The effects of Moroccan creativity and dynamism are not just being felt at home. A proud diaspora is making an impact in other continents while remaining true to their heritage and principles. These three case studies provide a subtle reminder of the country’s global standing and reach.
Taste of home
Madaq
By drawing on nostalgia for his Moroccan roots, the founder of this Netherlands-based company created a unique and successful proposition.
It is just three years since Soufiane Mourabit, a second-generation Dutch-Moroccan, launched his chocolatiers, Madaq. Today he has just opened his ninth shop in the Netherlands, with a further six planned by the end of this year. A trained forensic scientist, Mourabit started his culinary experimentation by making chocolate-covered dates, a North African delicacy that he savoured on summer holidays with his family. “I was raised in an environment with hospitality and food,” he says. “It is the glue in Moroccan culture.” “Madaq is a personification of me,” he adds. “I was raised in two cultures. The chocolate is not Moroccan, but the service and welcome are.”
Best of both worlds
While based in the Netherlands, Madaq’s shops and company culture are undeniably Moroccan, from the handmade counter tiles to the name – a Berber word for “flavour”
Bridging continents
Syensqo
One of Morocco’s most high-profile business leaders, Ilham Kadri is CEO of Belgium’s Syensqo and a mentor to young entrepreneurs.
“I take pride in seeing the dynamism of the Moroccan diaspora,” says Syensqo CEO Ilham Kadri. Under her leadership, the Belgian chemicals company has partnered with Ben Guerir’s Mohammed VI Polytechnic University to expand its R&D, attract new talent in STEM subjects and deepen ties with Europe. It also invested in Azerys, an El Jadida-based company specialising in natural plant extracts. Morocco is only 14km from Spain at its nearest point and Kadri sees endless opportunities for their respective continents to connect, collaborate and innovate. “Now is the time to build lasting, strategic partnerships in advanced technologies,” she adds.
Drink to success
Bacha Coffee
Building on Moroccan warmth, hospitality and style, this multinational coffee brand is shaping how homegrown brands are seen by the world.
The revival of a Marrakech institution is the foundation story of Bacha Coffee, a global brand that is based in Singapore but rooted firmly in Morocco. The Dar al-Bacha coffeehouse, which was built in 1910, was once a hub of the city’s social and intellectual life. After closing in the 1950s, the building lay derelict until it was discovered and faithfully refurbished by Moroccan entrepreneur Taha Bouqdib.
Today, Bacha Coffee is served in 10 countries, from France to Indonesia, with a flagship branch opening on the Champs-Élysées this year. “Everyone said that Arabic brands are always marketed as ethnic, not luxury,” says Bouqdib. “But we are marketing Bacha alongside the top luxury brands in the world. I feel that we beat the challenge.” Morocco’s coffee culture is key to the brand’s identity, he adds. The country is raising its profile around the world, and interest is growing. “When we explain that we are Moroccan to every new country that we open in, they feel the dream,” says Bouqbid. “People want to travel in their minds. It’s not just a coffee brand, it’s another world.”
Bean counters
Alongside the revitalised coffeehouse in Marrakech, Bouqdib launched Bacha Coffee as a luxury brand offering more than 600 varieties of Arabica beans.
