• ADA
  • Activities
  • Local products
  • Support to producer groups

Every year, new cooperatives, from the Atlas Mountains to the Souss plains, join a program that transforms the way they produce, market, and promote their products. This support initiative is designed for local terroir producers who aspire to grow and reach new opportunities while preserving the authenticity that defines their value.

Led by the Agricultural Development Agency (ADA), this structured program combines diagnostics, capacity building, business planning, and personalized support. The results are tangible: better-governed cooperatives, higher-quality products, and organizations capable of expanding their presence far beyond their regional boundaries.

What is the Upgrading Program?

It is a comprehensive support program aimed at professionalizing agricultural cooperatives by improving their governance, product quality, regulatory compliance, and marketing practices.

The program includes diagnostics, collective business plans, capacity-building activities, and personalized follow-up, with a clear objective: sustainable access to local, national, and international markets.

Who can benefit from the Upgrading Program?

The program is open to all groups producing local terroir products:

  • Agricultural cooperatives;
  • Cooperative unions;
  • Economic Interest Groups (EIGs).

Applications must be submitted through the relevant Regional Directorates of Agriculture.

Program objectives
Professionalization of cooperatives
Professionalization of cooperatives
Valorization of local products / Branding
Valorization of local products / Branding
Development of networking and partnerships
Development of networking and partnerships
Improved access to national and international markets
Improved access to national and international markets
Economic and social sustainability
Economic and social sustainability

Content of the Upgrading Program

Participatory Diagnosis
Participatory Diagnosis

Characterization of the current situation of beneficiary producer groups, based on a participatory diagnostic actively involving the groups, complemented by an in-depth and tailored field assessment. This approach relies on a multi-dimensional evaluation covering all technical, organizational, economic, commercial, sanitary, and regulatory aspects, enabling the identification of constraints, opportunities, and priority areas for intervention.

Capacity Building
Capacity Building

Implementation of targeted training sessions covering technical, organizational, and strategic aspects, combined with experience-sharing activities and the dissemination of lessons learned from project implementation and pilot initiatives.

Strategic and Operational Planning of Producer Groups
Strategic and Operational Planning of Producer Groups

Development of strategic plans and business plans for producer groups, serving as strategic and operational planning tools that define clear strategic directions and structure concrete actions in the short, medium, and long term.

Development of branding and communication tools
Development of branding and communication tools

Development of branding for producer groups, including the design and harmonization of visual identity (logo, color palette, graphic charter), the development of labeling and packaging mock-ups, as well as the design of templates for physical and digital communication materials (flyers, brochures, roll-up banners, web pages).

Monitoring and support
Monitoring and support

Implementation of field visits to assess the progress achieved by cooperatives, the establishment of tailored follow-up mechanisms to adjust ongoing actions and consolidate achievements, as well as support for the effective implementation of the developed plans, with a view to ensuring the sustainability and long-term viability of cooperatives.