Tui’s sustainability arm is teaming up with a volunteer group to support women’s co-operatives in rural Morocco producing argan oil products

The Tui Care Foundation is to partner with Dutch volunteer organisation PUM Netherlands Senior Experts for the “liquid gold initiative” to offer technical assistance and new sales opportunities.

Argan oil is produced from the kernels of the Argania Spinosa tree which grow in the area around Essaouira and Agadir, where argan oil has been produced for generations.

The collaboration will support 600 women from 15 co-operatives.

International experts will assist them with the development, marketing, branding and launch of products.

New sales channels are planned, particularly in the tourism economy, so that they can become more competitive, increase their brand recognition and build their market share.

The aim is for small-scale producers to be able to enter higher value domestic and international markets to boost their income.

Tui Care Foundation chairman Thomas Ellerbeck said: “Women play a major role in sustainable development not only in Morocco but also globally.

“Together with PUM, we believe we can help 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 CEO Dick Ernste added: “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 positive social values such as emancipation and equality.”