One of our driving goals is to support local livelihoods in the Atlas Mountains. Our programs centred around improving agricultural practices and livestock breeding, and our annual plant distributions support local revenues derived directly from these activities. This approach aims to reduce rural exodus and ensure the longevity of traditional practices which Atlas biodiversity depends on. We anticipate that our botanical garden, which we established in an all-girls boarding school in Ourika, as well as our environmentally educational workshops benefiting the amazigh girls of this school, will provide the groundwork for future rural female entrepreneurs.
Our local product commercialization programme supports rural cooperatives in increasing their revenues through offering targeted trainings on product quality, certifications, labeling, packaging, (digital) marketing and pricing strategies. We also promote sustainable use of natural resources through our workshops to raise awareness about biodiversity conservation. In response to the repercussions of covid-19 on local tourism and businesses, we launched the semi-annual High Atlas Food Market in 2021. We consider this event as a celebration of the deep connection between humans and nature, as well as the importance of supporting local and biodiversity-friendly products. We invite cooperatives from the Atlas region to sell and display their products, share their stories, network, and form partnerships with Marrakech-based business owners.