Distribio, the Moroccan franchise holder for French health food brand La Vie Claire, has dropped the franchise and launched its own retail chain selling organic food and health products, called Green Village.
Distribio was formed in 2010 by Moroccan entrepreneur Slim Kabbaj. It is the market leader in Morocco for the distribution of organic products. Its new retail chain will be called “Green Village”. Distribio aims for the product mix in the new stores to be composed of 35% Moroccan products, rising to 50% within 5 years. In addition to international brands, the chain will stock organic packaged products certified “Bio Maroc”, as well as processed and fresh products.
Distribio claims to have established partnerships with suppliers in Morocco. Products expected to be sourced domestically include teas, coffee, spices, flour, food supplements, cosmetics, bakery and pastry products. The chain will also seek to phase out plastic packaging.
Distribio is the existing franchise holder of French health food brand La Vie Claire, having launched the brand in Morocco in 2011. La Vie Claire has more than 320 stores in France. Morocco is its only mainland African market – the franchise is present in Mauritius and Réunion.
La Vie Claire’s ecommerce site, www.lavieclaire.ma, will become www.greenvillage.ma. La Vie Claire’s three stores (in Rabat, Marrakech and Casablanca), will be rebranded as Green Village. A planned fourth store in Marrakech will open in late 2018, also as Green Village. Distribio aims to establish a small network of franchised stores in the north and south of the country within the next two years.
