Innovation

Dobli Bennani Adnan is among the first entrepreneurs in Morocco who introduced bio-cheese products ("bio" is the French classification for all natural). He explicitly did so by reviving artisan cheese production and processing practices augmented with modern technology. During our visit, we were amazed by how the manager could combine Moroccan traditions with modern aspects of production. For instance, to reduce the stress level of goats, milking is done traditionally by hand. If the goats are not in the ideal condition for milking, the company ensures the goats are still well treated. For instance, when the goats are about to give birth, they are not milked. Dobli Bennani Adnan joked, “We give maternity leave to our goats.” In contrast with traditional husbandry, the sanitation process is done by machines which are cleaned without chemicals; the modern process eliminates microbes and improve the quality of milk.

Adnan then prices his cheeses at levels affordable for local Moroccans in order to increase their awareness of healthy eating practices. This matters in a price-sensitive culture where people, especially those with very limited means, always choose the cheapest product. So as Adnan manages his costs, he also aims to include his marginalized customers in the new trend of city elites, bio products for healthier living.

In addition, Adnan extends the Moroccan hospitality culture to tourists. He offers state-of-the-art tours and the opportunity to savour a homemade natural breakfast. In these ways, his enterprise promotes multiple dimensions of Moroccan culture.

Inspiration

Adnan credits old Moroccan culture as his main source of inspiration. “I think I am one of the few Moroccans who still admire our culture. Unfortunately, we start losing our values and my objective is to come up with something innovative based on our ‘outdated’ culture!” When Dobli Bennani Adnan came back to Morocco after studying cheese production in a rural area in France, he did not immediately work in the food industry. In fact, he moved to the economic capital of Morocco, Casablanca, and worked in an electrical supply company. “I have never liked the hustle and bustle lifestyle” of cities, explained Dobli Bennani Adnan. Therefore, he moved six hours away to the rural area of the Atlas Mountains and the under-served town Azrou. He launched a business that would make a difference in others' lives.

Overall impact

The business fosters inclusiveness and well being in the community by bringing infrastructure and creating jobs, by creating an affordable bio product for the area, and by reviving cultural traditions.

First, CCG turned a neglected mountain’s hill into a vivid region by creating job opportunities and providing potable water and electricity. The lack of electricity and water was an obstacle to overcoming poverty in that rural area. Locals used to travel hours to get these sources of life. Additionally, CCG hires needy people and pays them a fair wage. This increased their purchasing power and improved their economic and social situation. This latter allows employees to have access to health care and to send their children to school.

Second, CCG encourages people to consume more bio-products, ones that are natural and free from chemicals. The use of these products contributes to healthier living. CCG makes its products affordable to all social classes. The price of 200 grams of a fresh goat cheese is 20 Moroccan Dihrams, which is inexpensive compared to other bio-products and other chemically manufactured cheeses. Moreover, the price is reduced further during Ramadan, encouraging Muslims to break their fast in healthy ways.

Third, CCG has activities that advance the old culture. “My main purpose of organizing these activities is to promote our culture and to show the beauty of our region,” explained Dobli Bennani Adnan. Tourists are offered a natural breakfast made from bio products (handmade bread, bio-jam, cheese and honey). After enjoying their breakfast, they take a guided tour to explore the region.

Business benefit

CCG adopts the “best value strategy,” offering high quality products for a relatively fair price. Dobli Bennani Adnan explained, “I indeed want to make profit out of my business, but my ultimate goal is to make high quality products affordable to everyone.” Prices of CCG are 10 Moroccan Dirhams lower than the other few businesses operating in the same industry. Adnan can afford lower prices by minimizing costs along products' value chain. For instance, costs of the delivery (for hotels in particular) are reduced because the manager himself ships products using his own vehicle.

CCG is stimulating the local economy to grow in a sustainable way. First, it creates job opportunities for locals with a fair wage. Second, the manager works closely with cooperatives in the region to improve their financial situation. Cooperatives are the main suppliers of CCG’s breakfast menu that consists of bio products.

Social and environmental benefit

“Chèvres du Cèdre Gouraud” is in fact a distinctive business since its mission is to improve the welfare of the community and the environment. Solidarity and social competency are pillars of the Moroccan culture. They are values that can be best applied to improving the welfare of the community. As a case in point, at the end of each day, the manager allocates a specific quantity of bio products to be sent to a nursing home in the region. By bringing in water and electricity, the company has reduced the time demands on families and expanded hours of light for children so that locals now send their children to school and students can do their homework at night.

CCG has improved the region's health and environmental situations too. Bio goat cheese is easier to digest, has fewer calories, and contains more vitamins and minerals than manufactured cheeses. And Adnan is committed to providing products at affordable prices.

The company's good environmental practices have built a distinctive eco-friendly image too, one that is still quite new in Morocco. CCG adopts long-term water efficiency practices. The efficient use of water and energy makes good business sense and helps conserve life-resources. For example, the manager implemented the drip watering system that keeps the roots moist, not soaked like other irrigation systems.

Finally, the manager/founder insists on building the culture of helping people who are both physically and financially incapable. Adnan inspires people around the region. Farmers in particular are influenced by his business culture and have started following in his footsteps.

Interview

Dobli Bennani Adnan, Founder/ Manager