Heritage in Action: How Morocco's Women-Led Cooperatives Are Driving Economic Change

Sawsane Benarafa
Guest Writer

Sawsane Benarafa is a writer, fragrance enthusiast, and author of the novel “Qui se souvient des Corsaires de Salé?” published by L'Harmattan. She is currently crafting her next novel while thriving in her role at a renowned fragrance house.

In the heart of the Atlas Mountains, as the morning sun warms the red earth,  Amina gathers a group of local women in a modest workshop. They sit in a circle sipping on fragrant mint tea and dressed in vibrant traditional garments, their hands covered with intricate henna designs as they crack argan nuts with practiced precision. The golden oil extracted is Morocco’s “liquid gold”; more than a product, it’s a symbol of empowerment. For Amina and the women surrounding her, this enterprise isn’t just about making oil. It’s a doorway to independence, a chance to contribute to their families, but also a way to perpetuate ancestral know-how and connect with travelers eager to connect with their rich traditions. Amina and her friends are members of a cooperative, a quiet but powerful force that is reshaping Morocco’s cultural and economic landscape.

For centuries, Moroccan women have woven rugs, extracted argan oil, and dyed textiles using techniques passed down generations. These crafts are more than just products; they are a testament to the cultural heritage that defines Morocco. However, for many years, these skills remained confined to the home, mostly undervalued and overlooked in the broader economic sphere. That began to change in the 1990s, with the rise of women’s cooperatives.

Morocco’s women cooperatives represent an economic movement that is empowering women, revitalizing local economies, and offering travelers a close look into the country’s rich culture, all while crafting beautiful products. They are rewriting the narratives of these traditional communities, giving a chance to women to be key drivers of economic development. Supported by government initiatives, NGOs, and the spirit of community, Morocco’s cooperative model leads the way for the entire MENA region, showing how tradition and progress can come together in powerful ways.

Morocco’s cooperatives have given women the tools to step into the public and economic arena, converting their skills into sustainable livelihoods. The Moroccan government has played a key role in this transformation, providing financial support and training programs to help these cooperatives grow. In 2005, King Mohammed VI introduced the National Human Development Initiative (INDH), which has since supported over 22,000 projects, including more than 6,000 cooperatives across Morocco. Alongside fostering economic growth, the INDH emphasized empowering women, particularly in rural areas. This effort, combined with the Green Morocco Plan (2008-2020), which focused on agricultural development, and initiatives by NGOs like the High Atlas Foundation, has led to a significant rise in collective action-based organizations. NGOs have also been instrumental, offering mentorship, market access, and support in navigating the business landscape. Together, these initiatives are not only preserving traditional crafts but also giving them new life, allowing women to find autonomy and purpose beyond their homes.

The argan oil cooperatives of the Souss-Massa region are a prime example. Argan oil, often called “liquid gold,” has become a popular ingredient in beauty and culinary products worldwide. In the past, argan oil production was a labor-intensive process with limited access to broader markets. Today, thanks to the cooperative model, the women of Souss-Massa are not only harvesting and pressing argan nuts but also engaging in the business side of production. Once isolated from global markets, these women now negotiate prices, form partnerships, and sell their products internationally.

Today Morocco produces thousands of tons of argan oil annually, around 40 percent of which is for export. According to The Guardian, “The co-operatives have been immensely successful and much of the produce is now bought by large global beauty brands including L’Oréal and Aveda. The Body Shop in the UK also works with a network of co-operatives from where it sources organic argan oil for body butter, face creams and bath foams.”

In 2023, the number of cooperatives reached 60,000, including 7,730 that are entirely female-run. As Fatim-Zahra Ammor, Morocco’s Tourism Minister, noted, "The cooperative model continues to demonstrate its potential in job creation, especially for young people and women. The government's vision for the social and solidarity economy is ambitious: we aim for an 8% contribution to GDP and the creation of 50,000 jobs per year by 2035. The framework law being prepared will allow us to achieve our objectives.".

The economic impact of women’s cooperatives in Morocco is significant, both locally and nationally. These cooperatives provide thousands of women with a stable source of income, enabling them to support their families, invest in their children’s education, and improve their quality of life. Many of them have learned to write, read, and use mathematics through these cooperatives. As women gain financial independence, they also gain influence within their households and communities, challenging the dynamics that have long defined rural Morocco. Moreover, the cooperative model has opened the doors for these women to participate in the global marketplace. Products like handwoven rugs, ceramics, and argan oil are no longer confined to local markets; they are now found in international boutiques, luxury spas, and the homes of travelers who value their authenticity. This has not only boosted the economic value of these products but has also created a bridge between Morocco’s cultural heritage and a global audience eager for unique, ethically-made goods.

The impact of cooperatives extends beyond economics. As Morocco’s experience economy grows, these cooperatives offer travelers a glimpse into the country’s cultural soul. Visitors can sit with artisans, learn the stories behind the products, and even try their hand at traditional crafts. This blending of economic empowerment with cultural tourism creates a rich, immersive experience for travelers craving authenticity. Morocco’s women’s cooperatives offer just that, an opportunity to step into the world of the artisans and their traditions, along with the chance to witness the skill and patience that goes into every bottle and every stitch. It’s an experience that transforms a simple product into a story–one that resonates with the growing desire for meaningful travel.

Morocco’s cooperative model presents valuable lessons for other MENA countries looking to foster economic growth and gender equity. The success of these cooperatives demonstrates how tradition and innovation can coexist, creating opportunities for women while showcasing cultural heritage in a uniquely engaging manner for visitors. 

For other countries considering this model, support from governments and NGOs is crucial. Morocco’s experience shows that when the state invests in infrastructure and market access, cooperatives can thrive. 

As the sun sets over the Atlas Mountains, the women of the cooperative prepare to leave the workshop to spend the evening with their  families, after a fulfilling day of work. Morocco’s women’s cooperatives offer a map for a more inclusive and resilient future for both the country and potentially the region. By turning ancestral know-how into sustainable livelihoods, these cooperatives are building bridges between the past and the future, the local and the global. For travelers, they open a unique window into the heart of Moroccan culture, inviting guests to experience firsthand the quiet rhythm of a loom, the meditative crack of an argan nut, and the vibrant stories embedded into every product. Through these immersive encounters, a new narrative is being woven–one of empowerment, progress, shared heritage, and unforgettable journeys that connect people across cultures.