2023-09-09 17:07:26
In the previous context of health crisis, and, currently, of international geopolitical tensions, the concept “Made In Morocco” takes on its full meaning and stands out, in fact, as one of the fundamental levers of growth and socio-development. economy of Morocco.
Long confined to agriculture, crafts and other authentically Moroccan local products, the “made in Morocco” label is reinventing itself, becoming industrialized, and above all diversifying with a range of products today covering new economic sectors and high value-added professions.
Twenty years of integration efforts
The gradual and substantial integration of the Kingdom into global value chains perfectly illustrates this observation. In cutting-edge sectors such as aeronautics, automobiles and renewable energies, to name just a few, Morocco displays local integration rates above world averages.
And for good reason, Morocco has been able, for two decades, through its pragmatism and its openness to the world, to carry out a remarkable economic transition by developing unique infrastructures and a regional industrial ecosystem which attracts new global professions every year, yet the preserve of economic powers.
The rise in quality and competitiveness of the national industry is thus intended to be fertile ground for the promotion of “100% Morocco” which is emerging, today more than yesterday, as a tangible reality thanks to the strategic choices of the Kingdom and the reforms currently being implemented related to investment.
A new strategic project
His Majesty King Mohammed VI even mentions in His speech on the occasion of the 24th anniversary of the Sovereign’s accession to the Throne of His Glorious ancestors, “Made In Morocco” as the fruit of “Moroccan genius” which “confirms the positioning of Morocco as a major destination for productive investments”.
This means that the Kingdom is resolutely committed to the path of industrial excellence and the promotion of national products through “Made In Morocco”, according to Adil Lamnini, president of the Professional Association of Moroccan Brands. (APMM) and the Made in Morocco Label.
This initiative, supported by His Majesty the King, is rooted in a global strategy and establishes the pillars of a new development model aimed at stimulating economic growth, creating jobs and strengthening the country’s competitiveness on the international stage, he stressed in a statement to MAP.
Guided by this vision, successive governments have mobilized to put in place policies and strategic initiatives aimed at boosting local industry and promoting Moroccan products at the national and international levels, continues Mr. Lamnini who believes that “Made In Morocco” should transform the economic landscape of Morocco.
For this, Mr. Lamnini recommends the establishment of an independent platform which would position itself as a reference for the promotion and support of “Made in Morocco” brands through a strategy of promoting their products and services but also via the unconditional adherence to patriotic values and the adoption of national preference systematically when possible.
He added that “Made In Morocco” benefits from a dynamic ecosystem, offering local businesses a framework conducive to innovation and growth. “By encouraging professional training, digitalization, investment in research and development, as well as public-private partnerships, Morocco is creating a favorable environment for national businesses to flourish.”
Asked what distinguishes Made In Morocco from other origin markings, Mr. Lamnini answers: “Made In Morocco has become synonymous with authenticity and quality on an international scale. Supported by a multitude of public and private operators, this initiative has contributed to enhancing the reputation of Moroccan products on world markets.
“Made In Morocco” capitalizes on Morocco’s rich cultural identity and artisanal know-how to offer unique and high-quality products, he continued, noting that the enthusiasm shown for the Maroc label has helped to boost exports and strengthen the competitiveness of its products by opening new commercial opportunities for the Kingdom.
Mr. Lamnini also notes an argument which is not the least important for “Moroccan” consumption: “Made In Morocco also integrates an essential environmental dimension”.
Morocco is committed to the decarbonization of its production processes to reduce the carbon footprint of its products and contribute to the fight against climate change and thus become a serious and best cost alternative for markets like the EU or the Greater -Brittany, he added.
Intellectual property & quality control: Pillars of Made In Morocco
Furthermore, efforts to support Made In Morocco should take into account two essential criteria that Mr. Lamnini highlights through the importance of protecting the intellectual property of Moroccan brands and quality control.
Regarding the first criterion, the president of the APMM explains that intangible capital and its direct impact on nation branding require us today to pay particular attention to the protection of intellectual property and Moroccan brands.
“By strengthening protection mechanisms, Morocco guarantees that local creations and innovations benefit from the necessary recognition and security on national and international markets,” he said.
Quality control remains an absolute priority in terms of good governance, according to Mr. Lamnini. Made In Morocco relies on strict quality standards to ensure that products meet the expectations of national and international consumers and increase consumer confidence in locally produced products.
Promising prospects…
Overall, Mr. Lamnini says he is convinced that the Royal Vision of Made In Morocco represents an ambitious roadmap for industrial excellence, the promotion of national products, the preservation of the environment and the protection of the economic interests of the Morocco.
“Thanks to the effective commitment of all, Morocco will consolidate an inclusive, equitable, sustainable and prosperous economic future. Made in Morocco it’s Now or never!” he exclaimed.
As part of Morocco’s ongoing efforts aimed at the overall prosperity of the continent and the integration of African countries into global value chains, the Kingdom is expected to soon unveil a new industrial strategy called “Made In Africa”.
By Zin El Abidine TAIMOURI (MAP)
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