2011 Ambassador Winner

Agricultural Materials Co. - Morocco

It’s a beautiful friendship, but it is hardly the beginning. Agricultural Materials Co. (Casablanca, Morocco) has been developing deep relationships with its clients and end users of agrochemicals since its establishment.

The company’s focus on marketing and communications is a source of great pride and a way the company differentiates itself among its competitors in the region, and it’s also a way to separate itself in stewardship initiatives. This ongoing presence among growers isn’t easy in the ever-changing landscape of the Middle East, where counterfeit products seem to have as much market penetration as basic brands.

"We can approach the farmer easily by conducting our seminars, demo trials, publications for showing farmers the importance of using the high quality products rather than the illegal or low-quality products which could affect negatively on health and environment," says Bentayebi Mazaz, manager of Agricultural Materials Co. (Agrimatco).

The company is no stranger to counterfeit markets. With 42 branches in the Middle East, North Africa, Central Europe, Central Asia, and Southeast Asia, Agrimatco has relied on constant contact with growers to succeed in some of the most unregulated markets in the world.

Without grower education programs, Mazaz says local farmers often rely on the least expensive products available, which are often counterfeit products that typically have a poor environmental profile. So its investment in education benefits the entire country and its ecosystems for years to come.

Agrimatco’s training is twofold, first educating local authorities on how to identify and report illegal products. Second, it conducts demonstrations and seminars for farmers that illustrate proper application techniques and the importance of using registered products to achieve desired crop protection results without harming their greatest assets: their land and the ecosystems that support them.

In addition to its customer training, the company continually trains its employees with routine contingency planning and safety audits with local fire authorities every six months.

The training and safety programs succeed largely because of the company’s structure of accountability. Specific managers are responsible for executing emergency procedures, including detailed written protocols, facilities and equipment compliance, and periodic drills to make contingency planning as clear as possible.

Sustainability is more than a mantra for this distributor; it’s a way of doing business.