Made in Morocco. Adil Lamnini: “We must migrate to a slim, smart and open business model”

Adil Lamnini
President of the Professional Association of Moroccan Brands

In order to ensure better traceability of the production chain and achieve more credibility both in Morocco and abroad, a process change must take place. Adil Lamnini, president of the professional association of Moroccan brands, launches a shout from the heart to cross a new course. The solution would go through the creation of a blockchain. Maintenance.

The current situation does not favor the competitiveness of Moroccan products internationally. But to boost Made in Morocco, during your intervention at RDV du Made in Morocco, you insisted on the creation of a blockchain. What is your theory?
It is important to better understand what Blockchain is because it tends to get confused or associated with cryptocurrency. Blockchain is a distributed database where records of all transactions and digital events that have been performed and shared between its users are recorded since it was created. Each record contained in this database has been carefully verified by consensus among the majority of participants in the system.

Once entered, the information cannot be deleted because each block contains the secure and verifiable history of the transactions performed. The successive and automatic exchanges performed by the users are recorded in this database in the form of blocks of transactions.

It is for this reason that we are talking about blockchain. To put it simply, it is a technology for storing and transmitting information in the form of a database, which has the special character of being shared simultaneously between all its users, and which is not dependent on any central body, and it insists I on. Aside from the wide range of actions, as opposed to cryptocurrency, speed and security are significant assets.

Specifically, how is it contextualized?
To better simplify, let us take the example of the agri-food industry, which is the first contributor (approximately 14%) to GDP ahead of tourism and industry, and which is a complex and international ecosystem with many actors involved in the value chain. : farmers, producers, suppliers, distributors, consumers or even regulators … Each player has its own processes and internal processes and offers very little transparency to its counterparts.

In this context, blockchain technology makes it possible to offer a system where every step of the production cycle can be mapped in real time and recorded in a safe and unchanging way. Thus, all actors in the sector can know the path of the products and the involvement of each of their partners, and the control of the conformity of the production cycle by regulators and external auditors is immediate.

As a reminder and in accordance with the provisions of Act No. 28-07 on food safety, production, processing, processing, packaging, storage, conditioning and labeling of any food product for the purpose of placing it on the market is required to first obtain a health approval issued by ONSSA.

This procedure is now considered archaic, administratively restrictive and suffers from a lack of credibility with both operators and consumers. That is why we call for a reform of the law and a modernization and digitization of ONSSA’s processes without delay. Because at a time when we are promoting our Made in Morocco productions internationally and following the experiences we have learned from the Covid epidemic, we must be able to guarantee that actors in the supply chain throughout the product life cycle fill the blockchain with information about the products they manufacture, process or distribute.

At the end of the cycle, the consumer can, by flashing a unique and tamper-proof QR code, find all the information about his product. The need to reduce these costs and migrate to a 100% digital process to speed up procedures and reduce errors is real and it is now possible with the adoption of a Made in Morocco blockchain.

In addition, this solution will make it possible to offer more transparency to customers and ensure better monitoring of the product in the production chain, while promoting the quality of Made in Morocco products to consumers both in the Moroccan market and abroad internationally.

What steps need to be taken to make this transition a success?
In addition to the technical dimension, the implementation of a blockchain solution is a real transformation project that requires some openness to partners outside the company. We must therefore accept co-construction with an ecosystem of actors, varied, new and different.

That is why, at the level of the Professional Association of Moroccan Brands (APMM), we are launching this appeal to the Head of Government and to the various ministries associated with the defense and promotion of the competitiveness of our local production, to certainly dare digital 4.0, to reform the administrative archaism of our control bodies and finally migrate to a sleek, smart and open business model, such as that already in place in Europe, the United States and Asia. Made in Morocco 4.0 “it’s now” or never.

Maryam Ouazani / ECO Inspirations


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