Agadir – Samira Smahri, founder and manager of Tadamoun Cooperative and the cosmetics brand Souss Drops, shows how women-led projects can grow from small beginnings in Morocco’s argan regions.
What started as a simple idea during a family outing has become a cooperative reaching national and international markets.
The project began in 2014 in a rural area near Chtouka Ait Baha, when Smahri was balancing family life with limited economic opportunities.
In an interview on “Voice of Argan,” ANDZOA’s podcast, she said: “The idea of the cooperative came from a simple visit with my family. I saw women working together and thought: why not try something similar in our own village?”
At first, the cooperative had only a few women, many of them relatives or neighbors. Production depended on traditional stone mills and manual work. “We started with very little,” Smahri said. “Just a few women, simple tools, and a lot of determination.”
Not everyone believed in the project. She remembers discouragement, even from family. “Some family members told me, ‘Why are you doing this? This is just like traditional work, it won’t go far,’” she said. “But for me, it was a dream. I wanted to prove that rural women could build something real.”
Over time, support from institutions made a big difference. Agricultural services, local authorities, and development programs helped the cooperative get a proper workspace, improve hygiene, and professionalize packaging. “The support we received opened a big door for us,” Smahri noted. “It allowed us to move from an idea to a real cooperative.”
Taking part in fairs was another turning point. Their first exhibition at Place Al Amal in Agadir was modest but meaningful. “Our stand was simple, but we were proud,” she said. “People stopped, asked questions, and encouraged us. That gave us strength.”
Step by step, Tadamoun Cooperative reached beyond the region. Smahri represented the cooperative at international exhibitions in the United Arab Emirates, Egypt, Senegal, and France. “When you stand behind a booth and see your region’s name written there, it’s a real source of pride,” she said. “Argan oil took us to places we never imagined.”
Today, Souss Drops products are sold in foreign markets through B2B partnerships. Smahri says this progress required strict respect for quality and regulations. “Nothing comes easily,” she said. “Certifications, packaging, logistics-all of this takes effort and patience.”
One of the cooperative’s most creative projects links argan with rural tourism. Visitors can watch how argan oil is made, taste traditional dishes, and join workshops. This initiative won Tadamoun a prize at La Nuit de la Coopérative in 2020. “We wanted people to live the experience, not just buy a product,” Smahri explained.
Supporting young people is also a priority. Through Souss Drops, the cooperative provides white-label products that young entrepreneurs can sell under their own brands. “It’s motivating for a young person to see their own logo on a product,” she said. “It helps them believe in their potential.”
Even with challenges like high raw material costs and limited financing, Smahri stays confident.
Her message to young Moroccans is clear: “If you move forward with good intentions and real effort, God will not disappoint you,” she said. “Our country is rich in resources. You can build your future without leaving your roots behind.”
