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Official Opening of the “La Vache qui rit” Football Field in Sidi Hajjaj to Enhance Social Inclusion and Healthy Education for Children
On Monday, December 15, the “La Vache qui rit” football field was inaugurated in Sidi Hajjaj during an official ceremony attended by the governor of the Madiouna province, Ali Salim Al-Shaghaf, alongside Ludovic Flateau, General Manager of Bel Morocco, as part of a partnership aimed at enhancing cooperation with the “Tibo Africa” organization and supporting educational and social initiatives.
The project aims to raise children’s awareness of the importance of balanced nutrition and regular physical activity through a comprehensive educational approach that makes sports a tool for personal development and social inclusion. The new field targets children aged between 6 and 14 years, providing a structured and accessible sports space that contributes to skill development, boosts self-confidence, and fosters values of coexistence.
The “La Vache qui rit” field in Sidi Hajjaj is part of a vision to create a sustainable social impact, utilizing football as a means to strengthen human bonds and support children’s growth and well-being within their local environment. The project relies on a holistic approach that integrates nutritional education into sports activities, including interactive workshops aimed at instilling healthy habits in youth.
The opening of this sports facility comes just days before the start of the 2025 Africa Cup of Nations, reflecting the excitement surrounding this prominent continental event. As the official provider for the tournament, “La Vache qui rit” is committed to going beyond sports by establishing projects with a significant community impact that benefit the local population. The Madiouna field will serve as a safe and structured environment, putting sport at the service of education, inclusion, and comprehensive development for children from an early age.
In a statement on the occasion, Leila Al-Akadi, Marketing Director at Bel Morocco, emphasized that “this field is not just a sports facility, but a space for education, interaction, and building social connections,” highlighting the initiative’s reflection of the company’s commitment to promoting healthy nutrition and physical activity.
She added that the project is a part of the ongoing “Awareness of the Importance of Balanced Nutrition and Physical Activity” program, alongside support for the Africa Cup of Nations, aiming to create a lasting impact in partnership with “Tibo Africa.”
Mohamed Amin Zaryat, founding president of “Tibo Africa,” stressed that this partnership allows for amplifying the positive impact on the ground, affirming that the benefiting children will receive exceptional educational and sports support based on the organization’s expertise in leveraging sports for integration and development. He noted that the trust and ongoing support from Bel Morocco are crucial for launching projects capable of bringing about real change in children’s daily lives and opening new horizons for them.
Approximately 250 children from the Madiouna province will benefit from the field when the project begins, providing them with a structured and sustainable framework for practicing sports according to a comprehensive educational approach. Additionally, the project will stimulate local dynamics by creating job opportunities aimed at facilitating sports and educational activities.
Bel Morocco continues to embody its commitment to providing healthy and responsible nutrition for all as the Moroccan branch of the Bel Group and a company recognized for corporate social responsibility by the General Confederation of Moroccan Enterprises.
The Bel Group is a prominent global player in the healthy snacks sector based on cheeses, fruits, and plant-based ingredients, with a portfolio that includes internationally recognized brands such as “La Vache qui rit,” “Kiri,” “Babybel,” “Boursin,” “Pom’Potes,” and “GoGo squeeZ,” alongside around twenty local brands. The group achieved a turnover of 3.7 billion euros in 2024, thanks to the contribution of approximately 11,000 employees across nearly 60 branches worldwide, with its products distributed in more than 120 countries and manufactured in 30 production units.
