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Rabat – Moroccan artisan Kenza Oulaghda, a passionate advocate for rural artisans and co-founder of The Anou Cooperative, delivered a touching video message to American TV host Oprah Winfrey in response to her recent visit to Morocco.
The video, which has garnered over 100,000 views on Instagram, highlights the pressing issues surrounding artisan exploitation in Morocco and promotes a more equitable and environmentally-conscious craft market.
Oprah’s visit to Morocco had initially been celebrated as a triumph for the country’s tourism industry, as the TV host showcased the county’s rich cultural heritage and visited middlemen shops that sell Moroccan handicraft products.
However, it was Kenza Oulaghda’s observation that caught the attention of a wider audience, as she said, “Sadly, such middlemen shops pay the artisans less than a dollar a day.”
“This hurts our crafts and our environment in many ways,” she said.
Her message echoed the sentiments of artisans who have long been grappling with the challenges posed by middlemen who often pay them less than minimum wage for their intricate craftwork.
In addition, the video has resonated deeply with those who value sustainable craftsmanship and ethical market practices.
The Anou Cooperative, founded by Oulaghda and like-minded artisans a decade ago, has been at the forefront of this battle against exploitation.
Read also: Oprah Winfrey: Marrakech Stay Left Lasting ‘Heart Print’ on My Soul
With a focus on using simple technology to provide rural women artisans with direct market access, the cooperative aims to enable artisans to sell their products online, earn fair wages, and retain 100% of their product prices.
This approach not only empowers artisans economically but also contributes to the development of an advanced and sustainable supply chain.
Oulaghda’s message to Oprah called for broader recognition of the Anou artisans’ vision and the transformative potential it holds for the Moroccan craft industry.
“Anou artisans are developing one of the most advanced sustainable supply chains in Africa, including climate crisis solutions,” she indicated.
She also extended an invitation to Oprah for her next visit to Morocco, urging her to engage directly with “real artisans” to gain deeper insights into their labor and dedication to preserving cherished craft traditions.
“So Oprah, on your next visit, we would love for you to meet real artisans to learn more about the hard work that they do to protect the craft that we all love so much,” the Moroccan artisan said.
In July, Oprah spent two days of her vacation in the red city of Marrakech, where she had the opportunity to delve into Moroccan culture, including traditional music, food, and handicraft.
“I spent two beautiful days in Marrakech, Morocco, which wasn’t enough time to experience so much magnificent culture,” she said.
