AgriMaroc.ma with MAP | December 31, 2018
Hafida Ait Issa:
The Woman Who Cultivated a Love for Tetouan into Sustainable Treasure
Driven by an obsession with the land and a passion for medicinal and aromatic herbs, Hafida Ait Issa was born with an innate gift for transforming raw crops into natural, sustainable masterpieces.
A dreamer, vibrant, and eternally enthusiastic, this forty-year-old daughter of Tetouan was captivated by a singular idea: to produce cosmetics and consumer goods by valorizing the region's abundant flora—plants that, due to poor marketing, often withered away as mere weeds scattered by the wind.
Transforming the Landscape
As president of the "Nawara Ain Lahjar" Agricultural Cooperative in the rural commune of Dar Ben Karrich (Tetouan province), Mrs. Ait Issa has successfully transformed once-barren grounds into flourishing gardens of aromatic and medicinal plants.
Going further, she embarked on a bold adventure with no guarantee of success: the cultivation of saffron and argan.
"Today, the 'Red Gold' produced in Tetouan rivals the world-renowned saffron of Taliouine."
A Magical Garden
Approaching the cooperative’s headquarters, one is immediately drawn in by the fresh, intoxicating aromas drifting from the facility.
From aromatic and medicinal plants—such as verbena, mint, orange blossom, lavender, thyme, rosemary, and bay leaf—to various vinegars, essential oils, and natural beauty products, customers find a haven of goods that preserve health and enhance beauty.
Empowering Women
Speaking to the Maghreb Arabe Presse (MAP), Hafida Ait Issa revealed that while the region's land is known for its fertility and abundant yields, local women previously felt a deep sense of disappointment due to the lack of rational exploitation of their produce.
"From this frustration sprang the idea of creating an association. This evolved into a cooperative that currently employs 28 women, in addition to many collaborators working their own lands."
Our goal is to valorize local products, increase yields, create added value, and improve the living conditions of these women.
A Journey of Learning
This adventurous spirit, who spent years living in Italy where she learned the vital importance of aromatic plants, dedicated herself to field training and specialized courses both in Morocco and abroad.
She sought to unlock the secrets of plants, deepening her knowledge of cultivation, oil extraction, and distillation to realize the dream that had long haunted her.
"There is significant demand for our products, both in Morocco and abroad."
Sustainability and Support
The environmental dimension is a cornerstone of this unique project, which has benefited from financial and technical support via the National Initiative for Human Development (INDH), the Provincial Directorate of Agriculture under the Green Morocco Plan, and other agencies.
Innovatively, all plant-drying machinery is powered by solar energy, allowing the cooperative to save on energy costs while steadfastly protecting the environment.
Future Ambitions
This talented farmer, who has merited numerous awards in Morocco and abroad, makes no secret of her ambition: to found a full-scale enterprise.
She aims to expand her activities, lend a helping hand to women to improve their socio-economic circumstances, refine their skills and capacity for innovation, and promote the natural assets of the region to support local development.
"Because positive energy is contagious, one cannot help but believe in the immense potential of this cooperative to achieve its goals."