“Mjabn Bel Morocco” Records Positive Outcome for the Solidarity Campaign “La Vache Qui Rit For Good”
“Mjabn Bel Morocco” has announced the success of its solidarity initiative “La Vache Qui Rit For Good,” launched in partnership with the SOS Children’s Villages Morocco, resulting in the donation of one million pieces of “Laughing Cow” cheese or its monetary equivalent to benefit the children’s villages and 50 other partner associations.
The campaign, which kicked off during last Ramadan, featured a special release of the “Laughing Cow” product with a distinctive packaging. It operated on a simple principle: for every box sold, one piece from every eight pieces was allocated to the beneficiary associations, until reaching the goal of one million pieces.
Thanks to consumer engagement, the campaign achieved this ambitious target, transforming a daily purchase into a humanitarian initiative that reinforces values of solidarity and mutual aid.
In a statement, Leila Akadi, Marketing Director at Mjabn Bel Morocco, said: “We are proud of the contribution that the Laughing Cow brand has made in instilling the culture of community commitment and solidarity among Moroccan consumers. Our cooperation with SOS Children’s Villages Morocco has resulted in a collective achievement that embodies joint action towards a cause that has a positive impact.”
For her part, Samia Al-Mousti, National Director of SOS Children’s Villages Morocco, expressed her appreciation for the initiative, stating: “This campaign represented a dual opportunity for our association, as we benefited directly from it while also promoting it for the benefit of other associations. It is a successful model of effective collaboration between citizens, civil society, and the private sector.”
This initiative is part of Mjabn Bel Morocco’s commitment to social responsibility, especially after recently obtaining the Corporate Social Responsibility (CSR) certification from the General Confederation of Moroccan Enterprises, further affirming the company’s dedication to contributing to social and economic development in the Kingdom.
Bel Group is a global player in the healthy snacking sector based on cheese, fruits, and plant-based ingredients. Its most famous brands include La Vache qui rit®, Kiri®, Babybel®, Boursin®, Nurishh®, Pom’Potes®, and GoGo squeeZ®. Its products are available in over 120 countries, supported by a network of approximately 11,000 employees and 30 production units worldwide, generating revenue of €3.7 billion in 2024.
Founded in 1985, this public benefit association operates under the honorary presidency of Her Royal Highness Princess Lalla Hasnaa. The association works to protect children deprived of family care through long-term programs, prevent family abandonment, and facilitate the social and professional integration of youth, targeting around 2,000 children daily across Morocco.
