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Moujaabin Bel Morocco and SOS Children’s Villages Launch Second Edition of Sharing Initiative – Solidarity Product
Moujaabin Bel Morocco, in partnership with SOS Children’s Villages Morocco, has launched the second edition of the Sharing Initiative – Solidarity Product, building on the positive outcomes of its first round and continuing their shared commitment to support vulnerable groups and enhance sustainable social impact.
Following the initiative’s success in reaching the goal of donating one million items by 2025, both parties have raised their ambitions this year to aim for donating approximately 1.5 million items. This initiative is part of the La Vache Qui Rit® For Good program, which includes a straightforward mechanism that engages consumers in solidarity work. One piece from every eight pieces, or its equivalent in cash, from each box of La Vache Qui Rit® purchased will benefit SOS Children’s Villages Morocco.
The initiative runs from February 9 until the end of Ramadan, or until stocks run out, with collected donations directed to support and finance activities and initiatives within the SOS Children’s Village in Dakhla, aligning with the organization’s mission to assist children without family support and families living in vulnerable conditions.
In this context, Leila Agadi, Marketing Director at Moujaabin Bel Morocco, affirmed that this initiative reflects the civic dimension of the La Vache Qui Rit® brand, stating that “increasing the goal to 1.5 million items embodies our desire to expand the positive impact of this collective initiative and ensure the sustainability of our commitment to serving communities.”
For her part, Samia El-Mousti, National Director of SOS Children’s Villages Morocco, emphasized that the second edition of the initiative strengthens a partnership based on shared values and practical commitment, noting that the resources generated from this effort will enable the association to support its activities, particularly within the SOS Children’s Village in Dakhla.
The solidarity identity of the La Vache Qui Rit® brand extends beyond the Sharing Initiative – Solidarity Product, encompassing a range of initiatives with sustainable social impact, including the inauguration of a football field in December 2025 in the Mediouna region, aimed at promoting social inclusion through sports, alongside launching an awareness program on balanced nutrition and physical activity, which will benefit 30,000 students in its first phase, with plans for gradual nationwide implementation by 2030.
