Empowering Women Entrepreneurs in Morocco: The Impact of Assafae Association for Sustainable Development

The Entrepreneurial Profile of Morocco, a report released in December 2023 by EiNA, the African Development Bank, and the Moroccan Ministry of Economy and Finance, sheds light on the challenges faced by Moroccan entrepreneurs. One organization that is making a tangible difference in the lives of women entrepreneurs is the Assafae association for sustainable development in the Drâa Tafilalet region of Morocco.

Established in 2000, the Assafae association is dedicated to economically empowering women by providing them with the necessary support to develop professional and managerial skills. With a current staff of 11 people and the assistance of volunteers, the association focuses on assisting women engaged in income-generating activities, particularly in traditional sectors such as handcraft, sewing, cooking, catering, and domestic work.

Rural women, often with limited education, are the primary beneficiaries of the association’s initiatives. In addition to supporting traditional activities, Assafae also ensures that these women are equipped with modern digital technologies to expand their market access, especially in the face of geographical isolation and limited urban connectivity.

Assafae’s support extends to around 150 projects annually, benefitting approximately 200 women who are awarded diplomas upon project completion. The association not only assists in the initial stages of project development but also provides ongoing support throughout the implementation phase. Moreover, Assafae actively facilitates connections with financing organizations, assists with administrative procedures at regional and national levels, and links beneficiaries with key stakeholders such as the Agence nationale de promotion de l’emploi et des compétences (Anapec), Ana Moukawil, Forsa, and the Initiative nationale pour le développement humain (INDH).

In addition to practical assistance, Assafae offers training in various aspects of entrepreneurship, including marketing, customer loyalty, packaging, and sales. The association also enables women entrepreneurs to participate in trade fairs, providing them with opportunities to showcase their products to a wider audience and explore new market prospects.

However, a major challenge for Assafae is to transition women from survival production to creating permanent jobs. This necessitates greater integration into local and regional value chains, as well as fostering synergy among various players in the entrepreneurial ecosystem, including training organizations, public entities, business leaders, and industry experts.

Moreover, the association is actively engaged in changing mindsets by instilling the right business conduct practices among women and seeking to raise awareness among men. Notably, Assafae has been conducting workshops for the spouses of women entrepreneurs to enhance their understanding of the issues and challenges faced by female entrepreneurs. The success of these workshops has prompted the association to plan additional sessions in 2024 for the benefit of families.

The impact of Assafae’s efforts is evident as its beneficiaries not only receive training in entrepreneurship but also progress to leadership roles in local, regional, and national politics. This illustrates that entrepreneurship can act as a catalyst for opening new opportunities and expanding horizons for women.

In conclusion, the Assafae association for sustainable development has demonstrated a commendable commitment to empowering women entrepreneurs in Morocco. By providing concrete support and guidance, it is enabling women to overcome challenges, build successful businesses, and contribute to the economic and social development of their communities.