Innovation

APIA has now expanded to produce a large array of products including oil (olive and argan), honey, candy, jams, food supplements (syrup and pills), and cosmetics. In addition, the cooperative recently opened a new confectionery line of products: pastries, nougats, and other sweets.

All of these products are produced by the owners of the brand themselves: agricultural engineers who constantly innovate and expand their product line. Abdelilah Daoudi, one of APIA's owners, commented in an interview: “Without any innovation, we will die”. Over 120 products are currently under development in their labs. APIA considers R&D--coupled with customer-awareness--to be important for the success of their enterprise. This business does not market itself through large-scale distribution channels (supermarkets, etc.). Instead, it has been using its own stores for over 20 years and relying on word-of-mouth and social media (e.g., Facebook) for publicity.

APIA is also currently developing a tourism project that will immerse customers (principally foreigners) in a local traditional experience featuring products the company sells.

Inspiration

APIA started in 1998 when a group of three agronomists (including Abedelilah Daoudi) decided to promote the value of locally-produced goods by founding a cooperative focused on beekeeping. They opened their first store in Ouazzane with three product lines. The owners believed that there was huge potential in the organic sector, so they took the initiative to dive into that market.

When asked about the secret of their success, Abdelilah Daoudi answered that perseverance and self-confidence are crucial: “When there’s a will, there’s a way.”

Overall impact

By focusing on local, natural products, APIA gives good agricultural jobs to rural Moroccans while also providing healthy, high-quality products to Moroccan and foreign consumers.

Today, between 20 and 30 women are paid all year to do a seasonal job for APIA. And this number continues to grow with the cooperative.

APIA has seen strong growth. According to La Vie Eco, a Moroccan weekly economic and financial magazine, in 2010 the co-op sold 100 tons of olive oil, 30 tons of honey, 4000 liters of argan oil, and various other products, generating 3.5 million MAD.

Business benefit

By eliminating intermediaries between production and distribution, APIA has reduced its costs, which has allowed for well-calibrated pricing and high value for its market. Its standing as a co-op also affords tax benefits. Its market is based on Moroccans and expatriates living in Morocco. However, mostly through word-of-mouth, APIA has also attracted the attention of foreign markets.

Social and environmental benefit

When it comes to social responsibility, APIA has worked on improving the life of women living in rural areas of Morocco. Despite the many economic developments that Morocco has experienced, the country still reflects striking differences in urban and rural development. Women are particularly vulnerable--both socially and economically--outside of urban areas. In respect to this, the cooperative offers job opportunities to these women and pays them even in off-season when their work is not needed.

Moreover, APIA educates and trains these women--and the communities to which they belong--by teaching industrial mechanisms, techniques, and processes.

Interview

Abdelilah Daoudi, CEO