GREEN GENERATION STRATEGY

The ABR Ecolabel standard is established to contribute to the 20-30 GGS based on a triangulation approach involving the systems thinking and whereby normative, futuristic, collaborative and strategic approaches are applied together.

Basis 1 : Priority to humans

Middle class farmers
The ABR EMA is an association gathering 29 members representing the argan, honey, aromatic and medicinal plants, goat meat and agritourism sectors at the argan biosphere reserve level. This number is expected to reach more than 200 members of the middle class over the five coming years. Its role is to develop collective intelligence among various professional actors.
Jeunes entrepreneurs agricoles
The ABR EMA brought together young entrepreneurs with bold experience in managing agricultural value chains, including aggregation processes and international marketing.
Agricultural Organization
The governance system of the ABR Ecolabel adopts a collaborative strategy implemented by an ABR ecolabel commission chaired by a public body at the territorial level and whose secretariat is entrusted to ASMEL RBA.
Support Mechanisms
To promote the eco-label and ensure a continuous improvement, its credibility must be strengthened through the implementation of an upstream public support agreement, and a systematic independent assessment of the positive impact on sustainability downstream.

Basis 2 : Sustainability of agricultural development

Consolidating supply chains
The standard was designed to federate under the same umbrella the other existing certificates and labels (organic, OQDQ, SFSNO, fair trade, etc.) while promoting regeneration of the argan ecosystem by the introduction of PES. It is using the total economic value approach whereby the four elements of prosperity (natural, human, social and built capitals) are contributing in a balanced way to the making of the labeled products added value on the market.
National distribution chains
Although the national eco-label market is still in its early stages, it is evolving rapidly on specialized surfaces and existing digital trade platforms.
Quality, innovation and green technologies
The eco-label setting out relays on a futuristic approach that brings about achievements of precision agriculture, block chain technology, the marketplace, all technologies that would make it possible to promote the eco-label through partnership agreements in the field of research and development with academic institutions.
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