Excellence Program 2025: Morocco Boosts the Competitiveness of Carpet and Ceramics Sectors Through Training, Upgrading, and Export Support

By: La Rédaction

As part of the implementation of the second edition of the Excellence Program for the year 2025, the State Secretariat in charge of Handicrafts and Social and Solidarity Economy, in collaboration with the Maison de l’Artisan, has launched the deployment of services under this ambitious initiative. The program aims to structure, modernize, and transform production units in the carpet and pottery & ceramics sectors, while also improving their operational performance.

This deployment was made possible thanks to the strong mobilization of partners around Moroccan handicrafts, recognized as a strategic lever for economic, social, and cultural development in the Kingdom.

Within this framework, 55 artisans specialized in the carpet and ceramics sectors have begun benefiting from a series of training modules and workshops covering technical, commercial, managerial, and audit aspects. These sessions are designed to upgrade their skills and enhance their professional capabilities.

The services are provided in partnership with leading national and international institutions specialized in the field, including:

•The Academy of Traditional Arts

•Mohammed VI Polytechnic University

•The Textile and Apparel Technical Center

•Faenza Art Ceramic Center (Italy)

•The Swiss Association Label STEP

The training and workshops focus particularly on raw material processing, traditional techniques of wool carpet weaving, advanced glazing and ceramic firing methods, and management skill development.

The goal is to provide artisans with a comprehensive vision of their craft along the entire value chain, from sourcing and processing raw materials to marketing the finished product—while ensuring alignment with national and international market demands, and preserving Morocco’s ancestral craftsmanship.

Regarding labeling and quality certification, audits are currently underway for production units that participated in a masterclass on Corporate Social Responsibility (CSR) and STEP label certification standards. Units that meet the necessary requirements will be awarded the STEP label, an internationally recognized certification for responsible and sustainable production.

In addition, 8 artisans have been selected to participate in a technical training program in ceramic arts in Italy, aiming to encourage design and creativity through the fusion of Moroccan craftsmanship with Italian design approaches. An artistic residency and specialized technical workshops focused on ceramic effects are also planned in the coming months for additional artisans.

Furthermore, an operational performance diagnostic has been carried out for 33 production units in the carpet and ceramics sectors, with the aim of developing a personalized improvement plan for each unit. A post-diagnostic support mechanism, including tailored follow-up, will be put in place to ensure long-term improvements.

The beneficiary units also took part in a series of training seminars, organized as part of the collaboration between the Maison de l’Artisan and the Moroccan Investment and Export Development Agency (AMDIE). These seminars focused on market development strategies, export business planning, financing and insurance of export activities, intellectual property, and the creation and development of digital brands.

It is worth noting that this initiative is part of a broader vision that aims to transform Moroccan handicrafts into a structured, innovative, and competitive sector, capable of adapting to market demands while preserving cultural heritage and promoting traditional know-how.