Since its launch, the Agency for Agricultural Development has been supporting the scaling-up of producer cooperatives specializing in local products through structured upgrading programs. Acting as a true catalyst for transformation, this mechanism enables new cooperatives from all regions of the Kingdom each year to align with standards, strengthen their organizational capacities, and access new markets.
Based on a participatory and progressive approach, the program combines in-depth diagnostics, capacity building, the collective development of business plans and strategic frameworks, as well as tailored follow-up support.Beyond simple technical assistance, it represents a genuine school of professionalization, where cooperatives learn to improve governance, innovate in packaging, and strengthen their brand image.
Through this process, beneficiary cooperatives enhance product quality and traceability, strengthen their competitiveness, and contribute to the sustainable valorization of Morocco’s local products.More than a support initiative, the upgrading program embodies a clear ambition: to foster the growth of cooperatives and position them as strong, visible players in national and international markets.
Program objectives
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
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
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 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
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.
