Five products labeled “Approved Flavor of the Year Morocco”

Five Marjane products, namely Marjane extra virgin olive oil, the traditional Khlii Filière Exclusive M, the Marjane hazelnut and cocoa spread, the Marjane palm oil-free hazelnut spread and the ‘Entrecôte Filière Exclusive, won the label “Approved Flavor of the Year Morocco”. The announcement was made during a ceremony which took place on Tuesday 26 April in Casablanca.

This is the first Moroccan edition of the “Approved Flavor of the Year” competition organized by the customer quality center “Approche Client”, the exclusive representative in Morocco of this international label created in 1997 by Monadia, a French company specializing in evaluation of products by consumers.

Obtaining this label is actually subject to the taste evaluation of the products by a jury of consumers who judge the appearance, smell, texture and taste after a complete organoleptic tasting.

The products are presented anonymously so that the tasters cannot guess the manufacturer or the brand so as not to be activated by their notoriety. The tests are carried out in a real situation in an independent sensory analysis laboratory. The winners must obtain the minimum score required to obtain the “Approved Flavor of the Year” label.

Marjane’s decision to make the five labeled products compete is not fortuitous. “We wanted to present products highly appreciated by Moroccans, in particular olive oil and khlii, in order to determine the esteem they have for Marjane and Filière Exclusive M, and to check, if necessary, that they respect the taste of Moroccans for these products of ancestral know-how”, explains Mr. Mohamed Bendidi, deputy general manager at Marjane Holding in charge of the market and BtoB.

In the same vein, the brand wanted to test a product – spread – popular with children, to offer them a plausible alternative to what exists on the market. In addition, Marjane has set itself the objective of evaluating the taste quality of its Exclusive M products launched in November 2021, in particular meat products, for which it ensures precise traceability and rigorous control.

About the competition, Abderrahim El Janati, deputy managing director at Marjane Holding in charge of purchasing and the commercial offer, declared: “We are extremely delighted with these results which push us to always improve ourselves, to always find the best products for our clients. We are vigilant that our products meet national and international quality standards and that they satisfy the taste buds of our customers. It is a daily challenge that we work to meet”.

“Approved Flavor of the Year”, a label guaranteeing the excellence of the taste of food products, is now present in 8 countries and 3 continents. With such a seal stamped on its products, Marjane consolidates the pact of trust that binds it to its customers, in an environment where the consumer has become a consumer of actors wishing to express themselves openly about their preferences.

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