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Nestlé Strengthens Nespresso Presence in Morocco

Nespresso Boutique
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Nespresso is further strengthening and expanding in Morocco, with Nestlé Maroc establishing direct management of the premium coffee brand’s operations in the Kingdom.

“The Moroccan market is very important for Nespresso, and we are confident that Nestlé Maroc’s direct engagement in product marketing and distribution will further entrench the brand in the hearts of coffee lovers in the Kingdom,” said Imane Zaoui, Nestlé Morocco General Business Manager.

The brand was previously managed locally by former exclusive distributor DABA Maroc, whose Nespresso team will be joining Nestlé Maroc, bringing its total employee tally to more than 420 people working at its offices and food factory. Nestlé has invested more than MAD 420 million ($46.8 million) in Morocco since 2010; and works with more than 70 partner entities to distribute its products across 85,000 retail outlets, grocery shops, pharmacies, and the food service industry.

"I am delighted to be joining the Nespresso team in Morocco, as we all embark on an exciting new adventure to grow the brand’s offerings and strengthen our reach in the country,” said Julien Mario, newly appointed local Business Executive Officer for Nespresso, who has extensive experience developing the brand in various Middle East and North Africa markets over more than eight years.

“Nespresso is constantly innovating while keeping customers and sustainable development at the core of the brand’s priorities; and our immediate focus will now be to provide our customers in Morocco with access to all Nespresso innovations, as we extend the range of our products and services throughout the country."

Nespresso is available to customers in Morocco through boutiques in six cities, an e-commerce website which extends distribution to the entire country, and a customer service center which can be reached by locally dialing 0801 77 00 02. Customers are also encouraged to recycle their capsules by dropping them off at any Nespresso boutique.

Nespresso offers coffee lovers around the world a wide range of quality sustainable coffees, innovative machines, as well as exclusive and personalized services. 

Nestlé in Morocco

Nestlé’s heritage in Morocco goes back to 1927, when the first import operations began in the Kingdom. The company today employs more than 420 people at its offices and food factory in the country, all working to bring to life its purpose of unlocking the power of food to enhance quality of life for everyone, today and for generations to come. Nestlé has invested more than MAD 420 million ($46.8 million) in Morocco since 2010, provides indirect employment to 7,500 more people, and works with more than 70 partner entities to distribute its products across 85,000 retail outlets, grocery shops, pharmacies, and the food service industry.

The Nestlé portfolio in Morocco encompasses innovative products in a wide range of categories, with key brands including Nescafé, Nesquik, Chocapic, Cheerios, Gold Corn Flakes, Fitness, NAN, Nido, Nativa, PreNan, and Nespresso.

The El Jadida food and beverage factory, opened in 1992, manufactures loved brands Nido and Nescafé, and is home to the city’s first solar plant which generates 1.7 GWh of electricity per year from a 7,000 m2 plot housing nearly 2,600 photovoltaic (PV) panels.

Nestlé sources more than 60,000 tons of raw milk per year directly from more than 6,000 small farms of various sizes in the Doukkala region. The “Model Village” milk collection farmer program helps farmers and future generations of farmers enhance safety, quality, quantity, breeding practices, water conservation, and environmental practices through technical and competencies training.

Nestlé has also established collaborations with local governments, NGOs, authorities, and the private sector, with which it aims to Create Shared Value in areas including nutrition and general health, rural development, local sourcing, environmental sustainability, education, and youth career development.

Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned coffee.  The company works with more than 110,000 farmers in 15 countries through its AAA Sustainable Quality™ Program to embed sustainability practices on farms and the surrounding landscapes.  Launched in 2003 in collaboration with the NGO Rainforest Alliance, the program helps to improve the yield and quality of harvests, ensuring a sustainable supply of high quality coffee and improving livelihoods of farmers and their communities.

Headquartered in Lausanne, Switzerland, Nespresso operates in 82 countries and has over 13’900 employees. In 2020, it operated a global retail network of 816 boutiques. For more information, visit the Nespresso corporate website: www.nestle-nespresso.com, or the local website in Morocco: www.ma.buynespresso.com