🌹 Behind Amazigh Flower: The Women of the Dades Valley Cultivating the Rose

At the source of the Moroccan rose

In March, we celebrate women through our “Mars au Féminin” initiative.

For this occasion, we wanted to go back to the source of one of the most precious ingredients in our infusions: the rose.

We travel to the Dades Valley in Morocco, a region renowned for its Moroccan rose cultivation.
This is where the dried rosebuds used in our Amazigh Flower infusion are grown.

 

Meet Drissia

President of the Dades Valley women’s cooperative

Behind every harvested rose lies more than craftsmanship —
it is a story of transmission, autonomy, and solidarity among women.

For over twenty years, this cooperative has supported hundreds of women in the region, helping them gain independence and create their own income.

Today, more than 230 women are supported by the cooperative. 

 

 

Read the interview

Below, Drissia shares the story of the cooperative, her personal journey, and the impact this work has on women across the valley.

 

Question : How was the cooperative born?

Drissia: It all started with a simple idea: creating a structure that would allow women to earn a decent income and support their families.

We began in 2003 as an association, and in 2011 we became a cooperative to strengthen the economic dimension of the project and allow women to generate their own income.

At the beginning, we had nothing. We had no technical support and had to rely on donations to build a facility that met the required standards.

At that time, in the Dades Valley, women were harvesting roses but rarely benefited from their economic value.

They often sold fresh flowers to intermediaries for very little.

 

Question : What changed when you became a cooperative?

Drissia : Becoming a cooperative allowed us to structure our activity and take control of the entire rose production chain: cultivation, harvesting, transformation — into dried roses or rose water — and commercialization both in Morocco and internationally.

Today, 17 women work at the heart of the cooperative, and we support more than 230 pickers across the region by purchasing their harvests.

We have grown from producing 500 liters of distillation in the early days to nearly 10 tons today, and from 50 kg to 2 tons of dried roses.

For us, this is a major victory against precariousness and dependency.

Question : What led you personally to take the lead of this cooperative and represent these women?

Drissia : I had the opportunity, thanks to my parents, to pursue studies and work outside my region.

While working with organizations focused on development, I realized that many initiatives existed in Morocco, but the situation of women in my region, in Dades, was not truly improving.

I wanted to take action to help women in my community overcome poverty and build a more stable and dignified life.

“My goal is clear: to develop women’s autonomy and improve their economic and social conditions.”

 

A precise and demanding harvest

 

Question : How are the roses cultivated and harvested each year?

 

Drissia : The secret of our quality is simple: rigor and manual work.

The buds are picked at dawn, when the flower is still closed.

Then each flower is carefully sorted, with stems removed one by one to keep only the finest blooms.

Despite drought and rising production costs, we are committed to maintaining our Organic and Fair Trade certifications.

We have also launched a land regeneration project: we are replanting rose bushes, along with medicinal plants, olive trees, and fig trees to protect the crops, preserve biodiversity, and improve soil fertility.

We also maintain a vegetable garden that benefits the women of the cooperative. 

 

Recognition beyond the valley

 

 

Drissia : It is both strategic and emotional.Working with an international brand like Home of Thamani, which has a genuine social commitment, is very important to us.You value manual work and highlight the craftsmanship of our women. It also shows that their work is recognized far beyond our valley.

 

A real impact on women’s lives

Question : What impact does the cooperative have on the women and their families?

Drissia : It changes everything.The income we provide allows women to pay for water, electricity, and daily essentials.The women we work with have diverse backgrounds: some are married and contribute to their household income, while others are widowed or divorced and fully support their families.Beyond work, we also support better living conditions, education, and access to basic needs.One of our greatest achievements is helping prevent the early marriage of a young girl. Today, she is in her third year of university. 

Question : How do the women feel when they see their roses used in our creations?Drissia : They feel a deep sense of pride.Seeing their roses, cultivated with such care, travel across the world and be presented in beautiful packaging or prestigious stores is incredibly motivating.They feel their work is finally recognized at its true value.

Question : What message would you like to share with women discovering this infusion in France?

 

Drissia : The rose represents care, hope, and happiness.When you enjoy Amazigh Flower, remember that your choice directly supports women who are working every day to improve their lives and those of their families.

 

Question : How do you see the future of the cooperative?

Drissia : In ten years, I hope to see our cooperative continue to grow, increase production, and expand internationally, especially in Europe and Japan.

My dream is for two-thirds of our production to come from plantations owned directly by the cooperative. This used to be possible, but drought has significantly affected our crops.

We are now working to replant and regenerate our land to gradually regain this independence.

Another key challenge is passing on our knowledge. We want to involve younger generations so they can take part in the cooperative and continue this work.

 

 

Infuse Their Strength at Home

Every cup of Amazigh Flower is more than a ritual — it is a tribute to the women behind each harvest.

By choosing Amazigh Flower, you support their work while bringing this story into your daily moments.

DISCOVER AMAZIGH FLOWER