Coca-Cola System Unites Regional Partners to Strengthen Morocco’s Water Resilience Through Wetlands Protection Project
The Coca-Cola system in Morocco, comprising The Coca-Cola Company and its authorised bottling partner, Equatorial Coca-Cola Bottling Company (ECCBC) Morocco, is advancing its commitment to sustainable water management through the “Unite Wetlands Guardians” project. Launched in 2025 under the Africa Water Stewardship Initiative, the project aims to restore wetlands, strengthen water resilience, and promote the sustainable management of water resources across priority sub-basins of the Oum Er-Rbia Basin.
Led by Living Planet Morocco (LPM) and coordinated by Global Water Challenge (GWC), the initiative has officially entered its operational implementation phase. This milestone marks an important step toward translating the project’s objectives into practical actions designed to protect freshwater ecosystems, improve agricultural water efficiency, and strengthen the ability of local communities to respond to climate-related challenges.
The Oum Er-Rbia Basin is a strategically important water resource for Morocco, supporting agricultural activities, local communities, and diverse ecosystems. However, increasing water stress and environmental pressures have made the sustainable management of the basin increasingly important. Through the “Unite Wetlands Guardians” project, participating organisations are working together to address these challenges through a coordinated approach that combines environmental restoration, technical expertise, and community engagement.
Project Advances Through Key Technical and Governance Milestones
Since its launch, the “Unite Wetlands Guardians” project has achieved several important milestones that have established the foundation for its implementation.
Working closely with the Oum Er-Rbia Hydraulic Basin Agency (ABH OER), Living Planet Morocco has established governance mechanisms to guide the initiative and support coordination among participating organisations. These mechanisms are designed to ensure that project activities are aligned with local water management priorities and regional environmental objectives.
The project team has also conducted a series of technical field missions across priority intervention areas within the basin. These missions have provided opportunities to assess local environmental conditions, understand the challenges facing wetlands, and identify potential locations for restoration activities.
In parallel, consultations with local stakeholders have been initiated to strengthen community participation and ensure that the planned interventions reflect the needs of the communities and organisations operating in the basin.
Technical assessments are also underway to identify suitable wetland restoration sites and opportunities to improve water-use efficiency. These assessments will help guide the next phase of implementation, ensuring that restoration activities and agricultural water management measures are based on scientific analysis and local conditions.
The progress achieved so far represents an important foundation for the project’s broader environmental and social ambitions.
Three Strategic Objectives to Strengthen Water Resilience
The “Unite Wetlands Guardians” project is built around three interconnected objectives that focus on ecosystem restoration, sustainable agricultural water use, and community empowerment.
Restoring More Than 1,200 Hectares of Wetlands
One of the project’s central ambitions is to restore more than 1,200 hectares of wetlands across priority areas of the Oum Er-Rbia Basin.
Wetlands play a critical role in maintaining ecological balance and supporting biodiversity. They provide habitats for numerous plant and animal species while contributing to the natural functioning of watersheds.
Restoring degraded wetlands can help improve ecosystem health, support biodiversity conservation, and strengthen the ability of landscapes to withstand environmental pressures. These ecosystems also contribute to the broader resilience of water resources by supporting natural hydrological processes.
Through the planned restoration activities, the project aims to improve watershed health while helping protect the basin’s freshwater ecosystems against the growing impacts of climate change.
Improving Agricultural Irrigation Efficiency
Agriculture is an important component of the Oum Er-Rbia Basin’s economic and social landscape. However, water availability and efficient irrigation remain critical challenges for agricultural communities.
The project therefore aims to improve irrigation efficiency in key agricultural areas, encouraging more sustainable water use and helping farmers manage available resources more effectively.
By identifying opportunities to improve irrigation practices, the initiative seeks to contribute to more efficient agricultural water management. This objective is particularly important in regions facing increasing pressure on water resources.
Improved irrigation efficiency can support agricultural productivity while helping reduce unnecessary water consumption. The project’s technical assessments will contribute to identifying suitable approaches for achieving these improvements in collaboration with local agricultural stakeholders.
Empowering More Than 1,500 People in Rural Communities
Community engagement and capacity building represent another major component of the initiative.
The project aims to empower more than 1,500 people from rural communities through capacity-building programmes designed to improve their ability to respond to climate change and water-related challenges.
These programmes are expected to strengthen local knowledge, encourage sustainable water management practices, and support greater community participation in environmental protection.
By involving local communities in the initiative, the project seeks to ensure that its benefits extend beyond the immediate restoration activities. Building local capacity can also help support the long-term sustainability of the interventions and encourage continued stewardship of natural resources.
Collaborative Governance at the Heart of Implementation
The successful implementation of the “Unite Wetlands Guardians” project depends on close collaboration among a broad network of stakeholders.
The initiative brings together Living Planet Morocco, the Oum Er-Rbia Hydraulic Basin Agency, local authorities, agricultural cooperatives, civil society organisations, universities, and technical and institutional partners.
This collaborative governance approach is intended to combine scientific expertise, institutional knowledge, local experience, and private-sector engagement.
By establishing a shared framework for action, the project aims to ensure that restoration activities and water management measures are coordinated effectively across the basin.
Mrs Ithar Khair-Allah, Director of the Oum Er-Rbia Hydraulic Basin Agency under Morocco’s Ministry of Equipment and Water, emphasised the importance of this collaborative approach.
“This initiative reflects our commitment to sustainable and collaborative water resource management within the Oum Er-Rbia Basin, a strategic territory facing significant water and ecological challenges. It also highlights the importance of protecting wetlands, which are essential to maintaining the balance of our ecosystems while strengthening the resilience of our territories to climate change. Achieving this ambition requires the mobilisation of all stakeholders – public institutions, the private sector, and citizens alike,” she said.
Her remarks underline the importance of coordinated action in addressing water-related challenges and protecting the ecological health of the basin.
Beni Mellal Event Marks Transition to Operational Implementation
An event held in Beni Mellal brought together representatives of the organisations involved in the project to mark its transition into the operational implementation phase.
The gathering provided an opportunity to review progress achieved since the initiative’s launch in 2025 and present the roadmap for the next stage of activities.
Participants discussed the project’s upcoming priorities, including wetland restoration, sustainable water management, and capacity-building programmes.
The event also served as a platform to strengthen engagement among institutional, technical, economic, and community stakeholders. Representatives reaffirmed their shared commitment to protecting water resources and restoring wetlands through collective action.
The discussions highlighted the importance of maintaining strong partnerships throughout the implementation process to ensure that the initiative delivers meaningful and lasting environmental and social benefits.
ECCBC Morocco Reaffirms Long-Term Commitment to Water Stewardship
ECCBC Morocco has highlighted the importance of long-term investment and cooperation in addressing water-related challenges.
Mr Farid Benchekroun, General Manager of Compagnie des Boissons Marocaines et Internationales, said the company recognises the importance of protecting water resources through collective action.
“At ECCBC Morocco, we believe that protecting water resources requires long-term commitment and strong collaboration. Through the ‘Unite Wetlands Guardians’ project, we are proud to support a collective effort that brings together public institutions, local communities, and technical experts to help strengthen water resilience, improve ecosystem health, and contribute to the sustainable development of the basin. Together, we are helping build a more water-secure future for generations to come,” he said.
The company’s participation reflects the broader role of the Coca-Cola system in supporting water stewardship initiatives that bring together public institutions, communities, and environmental organisations.
Coca-Cola Highlights Economic Contribution and Water Stewardship Priorities
Mr Charbel El-Beyrouthy, General Manager of Coca-Cola in Morocco, emphasised the importance of water to the company’s operations, communities, and surrounding ecosystems.
“Water is at the heart of our business, our communities, and the ecosystems that sustain us. Our recent socio-economic impact assessment highlights the Coca-Cola system’s contribution to Morocco, supporting more than 37,000 jobs and generating $724 million in economic value in 2024. These findings reinforce our commitment to investing in the long-term resilience of the communities we serve. Through the ‘Unite Wetlands Guardians’ project, we are working collaboratively to restore critical wetlands, strengthen water resilience, and help protect one of Morocco’s most important water resources,” he commented.
The figures highlight the Coca-Cola system’s economic presence in Morocco while reinforcing the importance of environmental sustainability in the company’s long-term engagement with local communities.
Through the project, Coca-Cola and ECCBC Morocco are supporting an initiative that seeks to connect economic activity with the protection of essential natural resources.
Living Planet Morocco Emphasises Environmental and Community Benefits
Living Planet Morocco, which leads the project, has highlighted the importance of combining wetland restoration with community participation and scientific expertise.
Mrs Yousra Madani, President of Living Planet Morocco, said the initiative demonstrates how environmental restoration can contribute to broader social and economic benefits.
“The ‘Unite Wetlands Guardians’ project demonstrates that restoring wetlands is also an investment in people, biodiversity and water security. Through strong relationships with public institutions, local communities, and the private sector, we are translating science into concrete action on the ground to strengthen climate resilience, protect freshwater ecosystems and build a more sustainable future for the Oum Er-Rbia Basin,” she added.
The statement reflects the project’s integrated approach, which recognises that protecting freshwater ecosystems requires more than environmental interventions alone. Strong partnerships, local participation, and technical knowledge are also essential to achieving lasting results.
Building a More Water-Secure Future for Morocco
As the “Unite Wetlands Guardians” project enters its operational implementation phase, the participating organisations are preparing to advance restoration activities, improve agricultural water-use efficiency, and expand capacity-building initiatives across the Oum Er-Rbia Basin.
The project’s targets of restoring more than 1,200 hectares of wetlands and empowering more than 1,500 rural community members reflect its ambition to deliver environmental improvements alongside meaningful social benefits.
Through the combined efforts of Coca-Cola, ECCBC Morocco, Living Planet Morocco, Global Water Challenge, the Oum Er-Rbia Hydraulic Basin Agency, and other participating stakeholders, the initiative seeks to strengthen the resilience of one of Morocco’s strategically important water basins.
By bringing together institutional leadership, private-sector support, scientific expertise, and community engagement, the project aims to contribute to healthier ecosystems, more sustainable water management, and a more water-secure future for the Oum Er-Rbia Basin and the communities that depend on it.
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