2018 Boycott in Morocco

The 2018 Boycott in Morocco (Arabic: حملة المقاطعة في المغرب 2018) was a popular consumer boycott against price gouging, market monopolization, and business-politics conflicts of interest in Morocco, targeting Sidi Ali bottled water, Afriquia gas, and Centrale Danone dairy products—three corporate brands closely associated with political power in Morocco.[1][2][3][4]

Analysts saw the boycott as sending a message against ties between money and power to figures holding positions of power in public office while managing private economic activities.[2] Observers considered the issue to be political and not legal, as no protections had been put in place to look out for potential conflicts of interest.[2]

History

The 2018 boycott was the first of its kind in Morocco, which since the year before had been experiencing Hirak Rif protests against poverty, unemployment, and corruption—the most intense unrest since the Arab Spring in 2011.[5]

The boycott began April 20, 2018 when anonymous activists posted calls for the boycott on Facebook.[2][6] Humor and meme culture were an essential part of the online spread of the boycott,[4] which saw a considerable popular response.[2] A study by L'Économiste found that out of 3700 Moroccans interviewed, 74% had heard of the boycott and 54% were participating in it, indicating that the middle class was driving the boycott.[2] The boycott spread with hashtags such as #مقاطعون (muqātiʿūn '#boycotting' or '#boycotters') and rallying cries like khellih yerīb (خليه يريب 'let it spoil,' in reference to the dairy products).[7][8]

Targeted brands

Sidi Ali

The bottled mineral water brand Sidi Ali is produced by Oulmes Mineral Water (in French: Les Eaux Minérales d'Oulmès), a company founded by Abdelkader Bensalah in 1933 through a concession granted by the French Protectorate for the exploitation of the Ain Lalla Haya spring.[9][10][11]

Afriquia gas

Afriquia Gas is owned by the conglomerate Akwa Group, whose CEO Aziz Akhannouch was also then serving as Morocco's minister of agriculture.[2][1]

Centrale Danone

Centrale Danone is a subsidiary of the French group Danone.[12]

Effects

Centrale Danone posted a net loss in 2018 of 538 million Dirhams, the equivalent of 55 million US dollars at the time—down 27% from the year before.[12][13][14]

References
  1. "Morocco consumer boycott has big business in its sights". Reuters. 2018-05-30. Retrieved 2023-02-20.
  2. "المغرب: ماذا وراء حملة مقاطعة علامات تجارية شهيرة؟". فرانس 24 / France 24 (in Arabic). 2018-05-26. Retrieved 2023-02-19.
  3. Echine, Ayyad (2019-01-01). "Social Media and Social Mobility: Exploring the Role of Social Networks in the 2018 Boycott Campaign in Morocco". Journal of Cyberspace Studies. 3 (1): 59–78. doi:10.22059/jcss.2019.264126.1024. ISSN 2588-5499.
  4. Moussa, Mohamed Ben; Benmessaoud, Sanaa; Douai, Aziz (2020-11-11). "Internet Memes as "Tactical" Social Action: A Multimodal Critical Discourse Analysis Approach". International Journal of Communication. 14: 21. ISSN 1932-8036.
  5. "UPDATE 1-Moroccan consumer boycott pushes Centrale Danone dairy firm into the red". Reuters. 2018-06-04. Retrieved 2023-02-19.
  6. ""Let it Spoil!" Morocco's Boycott and the Empowerment of 'Regular' Citizen | Al Jazeera Centre for Studies". studies.aljazeera.net. Retrieved 2023-02-19.
  7. "In Morocco Boycott, Anger, Layoffs and Bloated Udders". Bloomberg.com. 2018-05-29. Retrieved 2023-02-19.
  8. ""خليه يريب".. حملة المقاطعة المغربية ضد غلاء الأسعار". ساسة بوست. 2018-05-03. Retrieved 2023-02-19.
  9. Les Eaux Minérales d'Oulmès Archived 2016-07-16 at the Wayback Machine
  10. "Maroc : comment Lemo reste au sommet de la vague – Jeune Afrique". JeuneAfrique.com (in French). Retrieved 2023-02-19.
  11. "Morocco consumer boycott has big business in its sights". Reuters. 2018-05-30. Retrieved 2023-07-30.
  12. Yabiladi.com. "Morocco's boycott campaign did harm to Danone's profits and sales in 2018". en.yabiladi.com. Retrieved 2023-02-20.
  13. Oudrhiri, Zakaria. "Boycott-Hit Danone Posts $55 Million Loss in 2018". Morocco World News. Retrieved 2023-02-19.
  14. "Danone Morocco saga highlights enduring role of consumer boycott". Arab News. 2019-01-12. Retrieved 2023-07-30.
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