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PUM and TUI Care Foundation empower hundreds of female Argan oil producers in rural Morocco

The Hague, July 1st, 2019. PUM Netherlands senior experts (PUM) and TUI Care Foundation are linking up to support women’s cooperatives in rural areas in Western Morocco.  

Through the "Liquid Gold Initiative", 15 women’s cooperatives producing Argan oil products, will receive technical assistance. They will also receive training in the development and launch of new products, marketing and branding, and creation of additional sales channels. This enables the cooperatives to increase their competitiveness, brand recognition and market share. The three-year programme is helping small-scale producers to enter higher value markets, both nationally and internationally, thereby achieving higher revenues and income. 

‘During the programme, up to 600 people will benefit, of which most are women’ 

Argan oil is one of the rarest oils in the world, for which demand has been rising. The oil is particularly popular due to its moisturizing and anti-aging effects. The tourism economy plays an important role for Argan oil women cooperatives in Morocco as hotels, resorts and lodges are buyers of Argan oil products and holidaymakers are taken to production sites. The "Liquid Gold Initiative" will build upon this potential, aiming to successfully sell Argan oil products to the tourism industry. The ultimate goal is to uplift women in this region economically and socially.  


Signing was done by Secretary of the Board of Trustees Nico Visser on behalf of TUI Care Foundation and Dick Ernste, CEO of PUM.

Thomas Ellerbeck, Chairman of the TUI Care Foundation explained: “Women play a major role in sustainable development not only in Morocco, but also globally. Together with PUM, we believe we can help the women in rural Morocco maximise their economic and social potential. This in turn will empower future generations and enrich the experience of international visitors who come to Morocco and are able to contribute to its future sustainable development.” 

PUM’s CEO, Dick Ernste said: “At PUM, we believe that female entrepreneurship is crucial for inclusive and sustainable economic development. As well as the economic benefits such as income and employment, female entrepreneurship also contributes to societal values such as emancipation and equality. We are very happy to collaborate with the TUI Care Foundation.” 

In this cooperation, PUM and TUI Care Foundation complement each other through their network and experience. This enables the "Liquid Gold Initiative" to take off with great potential for the participating women's cooperatives.

Note for the editor: 

About PUM
PUM Netherlands senior experts is a volunteer organisation committed to the sustainable development of small and medium-sized enterprises in developing countries and emerging markets. For more information about this programme, please contact Gabriëlle ten Bokkel Huinink, Head of Communications: gabrielle.tenbokkelhuinink@pum.nl.  

About TUI Care Foundation
TUI Care Foundation was founded by TUI, the world’s leading tourism business, and is based in the Netherlands. The TUI Care Foundation fosters education and training initiatives to open up new opportunities and perspectives for young people, the protection of the natural environment in holiday destinations and sustainable livelihoods in thriving destinations. For more information about this programme, please contact Christian Rapp, Head of Media Relations: christian.rapp@tui.com