• Bel Morocco, through its brand The Laughing Cow®, and the NGO Tibu Africa have inaugurated a new football field in the province of Médiouna, dedicated to young people in Morocco.
• This initiative is part of the joint programme “Balanced Nutrition and Education through Sport”, launched last September in partnership with the Ministry of National Education, Preschool and Sports.
• Rolled out in 48 schools across the 12 regions of Morocco, the program aims to promote healthy eating habits and encourage sport as a lever for learning and personal development.

The inauguration of the ‘Laughing Cow®’ football field, held on Monday, December 15 in Sidi Hajjaj, in the presence of Mr. Ali Salem Chagaf, Governor of the Province of Médiouna, and Ludovic Flateau, General Manager of Bel Morocco, further strengthens the successful collaboration with the NGO Tibu Africa. This initiative aims to raise awareness among children about the importance of balanced nutrition and regular physical activity within an inclusive and educational framework.

The new football field is part of the national ‘Balanced Nutrition and Education through Sport’ program and benefits from an innovative educational approach that positions football as a powerful tool for learning, social inclusion and personal development. Children aged 6 to 14 will take part in regular sessions combining sports practice with educational workshops focusing on key life skills such as communication, leadership, and emotional management. The program also includes discussion circles, offering children a safe space to express concerns, share experiences, and strengthen self-esteem and self-confidence.

The inauguration of this football field, held 6 days before the Africa Cup of Nations, is fully aligned with the momentum of AFCON Morocco 2025, with the ambition of leaving a lasting legacy by placing sport at the service of education and inclusion. The Laughing Cow® football field in Médiouna will thus become a safe, inclusive and stimulating space to encourage sports practice from an early age, while contributing to the physical, cognitive, social and nutritional development of children.

On this occasion, Laila Aggadi, Marketing Director of Bel Morocco, stated: “We are particularly proud to inaugurate this football field, which goes far beyond a simple sports facility. It is a place for life, learning and sharing, reflecting our long-term commitment to balanced nutrition and physical activity. As part of our ‘Balanced Nutrition & Education through Sport’ program, and alongside our support for AFCON 2025, we aim to leave a tangible legacy. Together with our partner Tibu Africa, we are offering children in Médiouna an environment where they can grow, thrive and adopt healthy lifestyle and nutrition habits for the long term.”

Mohamed Amine Zariat, Founder and President of Tibu Africa, added: “This partnership with Bel Morocco allows us to amplify our impact on the ground. Every young person who steps onto this field will benefit from high-quality support based on our expertise in inclusion through sport. The trust and long-term commitment of a partner such as Bel Morocco are essential to co-building projects that truly transform children’s daily lives and open new opportunities.”

The new football field will welcome more than 250 children from the province, who will follow an innovative and comprehensive educational program delivered through high-impact social and educational activities. In addition, the project will create employment opportunities to support and supervise sports and educational activities. The three coaches already recruited have completed five qualifying training programs covering technical, educational, and psychosocial aspects. Children will therefore benefit from structured and continuous support through regular sports and educational workshops.

As the Moroccan subsidiary of the Bel Group, a mission-driven company, Bel Morocco, a corporate company CSR-certified by the CGEM, is bringing to life its commitment to offering a healthier and more responsible food for all.

About the Bel Group

The Bel Group is a major player in the healthy cheese, fruit and plant-based snacking segment. The Bel Group is a major player in the segment of healthy dairy, fruit and plant-based snacks. Its portfolio of differentiated and internationally recognized brands includes The Laughing® Cow, Kiri®, Babybel®, Boursin®, Pom'Potes® and GoGo squeeZ®, as well as some twenty local brands.

Together, these brands enabled the Group to achieve sales of €3.7 billion in 2024. Around 11,000 employees in 60 subsidiaries around the world contribute to the Group's mission: to offer healthier and more responsible food to all. Bel products are manufactured at 30 production sites and distributed in more than 120 countries.

www.groupe-bel.com

About Tibu Africa

Tibu Africa is an innovative Moroccan NGO that uses sport as a lever for social inclusion, education and the empowerment of young people and women. Since its creation, the organisation has been committed to positively transforming the lives of thousands of people across Africa through integrated sports and educational programs, with a strong focus on the development of essential life skills.

www.tibuafrica.org/

------------------
Press Contacts

L’Agence – Scriptum

Houria Sedrati

[email protected]

00.212.6.61.93.25.73