The Alkhadra Cooperative: A model for sustainable, economic growth and job creation in Morocco

The Alkhadra agricultural cooperative in Morocco has undergone a remarkable transformation over the past years. With a vision to move beyond bulk sales and establish a strong market presence for prepackaged capers, Alkhadra collaborated with PUM expert Eric van Blanken, local marketing start-up Nyxen Studios, and the NGO Act4Community. This strategic partnership has resulted in a 50% increase in sales, the creation of new jobs, and an enhanced market presence, aligning with Morocco’s broader economic and sustainability goals.

One of the most immediate and tangible outcomes of this project has been employment growth. The cooperative expanded its workforce by 50%, with half of the new employees being women. This development not only strengthens the local economy but also enhances social inclusion by providing opportunities for rural women.

Sustainable economic growth and market expansion
Prior to the project, Alkhadra primarily sold its capers in bulk, with large buyers dictating prices and taking the majority of the profit. The new marketing strategy focused on packaging and branding capers, allowing the cooperative to increase its profit margins. Additionally, by aligning with Morocco’s Generation Green initiative, which aims to plant one million caper plants by 2030, Alkhadra is poised for long-term sustainable growth.

Award winning concept
Alkhadra collaborated with PUM expert Eric van Blanken, local marketing start-up Nyxen Studios, and the NGO Act4Community. Together they refined the brand positioning and developed an action plan. This included redesigning all packaging, completely revamping the website, and enhancing sales activities. Following this, Eric continued to collaborate remotely with the team, overseeing the implementation of all the plans. The cooperative’s presence at the Capres de Safi fair, an event attracting over 300,000 visitors annually, was a turning point. The team successfully launched new packaging, a redesigned website, and an improved sales strategy. This visibility helped secure an innovation award from the Moroccan Ministry of Agriculture, reinforcing the cooperative’s position in the industry.

Strategic ecosystem for long-term success
Beyond immediate economic gains, the project has established a lasting ecosystem of support. Act4Community, Nyxen Studios, and PUM have provided guidance on marketing, pricing, and sales, ensuring Alkhadra’s continued progress. The development of a cost-price system was particularly crucial, as it revealed pricing inefficiencies that were limiting profitability. This in-depth financial analysis, though not initially part of the project, has played a pivotal role in Alkhadra’s success.

PUM expert Eric van Blanken states: “With a solid foundation in place, Alkhadra is set to achieve further growth. There are abundant opportunities to expand the market for prepackaged capers in Morocco, a country where caper consumption is relatively low. Educational marketing efforts, including recipe demonstrations and in-store tastings, will be crucial to increasing consumer demand. Additionally, strengthening distribution channels will ensure easier access to Alkhadra’s products.”

A bright future ahead
Looking ahead, Alkhadra has the potential to double or even triple its turnover. However, achieving this requires consistent adherence to the newly established marketing and sales strategy. Regular monitoring and support from Act4Community and PUM will continue to facilitate this progress, ensuring the cooperative remains competitive and financially sustainable.

Alkhadra’s journey exemplifies how small cooperatives can transition from low-margin bulk sales to value-added production, generating employment, economic independence, and sustainable growth. By fostering strong partnerships and embracing innovation, Alkhadra has not only improved its own prospects but has also set a precedent for other cooperatives in Morocco.