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Marrakech – Moroccan football star Achraf Hakimi has officially become the brand ambassador for Jaouda-COPAG. The collaboration was announced on Thursday, positioning the Paris Saint-Germain (PSG) defender as the face of the agricultural cooperative’s dairy and citrus brand.
The partnership extends beyond commercial endorsement through a formal agreement between the Achraf Hakimi Foundation and COPAG Social. This convention will launch joint initiatives focused on sports, education, and social development programs targeting Moroccan youth.
COPAG frames this collaboration as uniting “two complementary universes” – professional sports and cooperative agriculture. The timing coincides with Morocco’s preparation to host the 2025 Africa Cup of Nations from December 21, 2025, to January 18, 2026.
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A national campaign featuring both Hakimi and the Jaouda brand will be deployed during the tournament period. The initiative aims to highlight what the company describes as core Moroccan values, including work ethic, solidarity, and national pride.
The partnership lands as Hakimi cements his status among Africa’s footballing elite. On Wednesday, the 27-year-old defender was named African Footballer of the Year at the CAF Awards ceremony in Rabat. He became the first Moroccan to win the prestigious award since Mustapha Hadji in 1998 and the first defender to claim the honor since 1973.
Hakimi’s victory followed an exceptional 2025 season with PSG. He helped the French club secure their first Champions League title with a 5-0 victory over Inter Milan in the final, where he scored the opening goal. PSG also completed a treble by winning Ligue 1 and the Coupe de France, plus capturing the UEFA Super Cup against Tottenham.
The defender finished sixth in the 2025 Ballon d’Or rankings, achieving the highest position ever recorded by a Moroccan player. However, Hakimi currently faces fitness concerns after suffering ankle ligament damage during a Champions League match against Bayern Munich earlier this month.
A cornerstone of agricultural value enhancement in Souss-Massa region
COPAG represents one of Morocco’s largest agricultural cooperatives, established in 1987 with approximately 20,000 members across 72 cooperatives. The organization operates primarily in the Souss-Massa region, managing significant agricultural production, including dairy and citrus operations.
The cooperative processes up to 2,000 tons of milk daily, representing 95% of regional dairy production. COPAG also handles 140,000 tons of citrus annually through two conditioning stations, with most production exported to Canada, the United States, Russia, Europe, and Middle Eastern markets.
COPAG’s infrastructure includes modern facilities such as an animal feed production unit, a contemporary slaughterhouse, and cattle fattening operations. The organization has maintained growth despite regional drought challenges, recording a five percent revenue increase between 2022 and 2023.
The cooperative serves both domestic and international markets under the Jaouda and Jayda brand names, offering products ranging from dairy items and meat to citrus fruits and processed foods. COPAG’s operations support rural communities while maintaining production standards for export markets.
This partnership represents COPAG’s latest effort to enhance brand visibility while expanding its social responsibility initiatives through collaboration with high-profile Moroccan figures.
