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Morocco
From Dakhla to Rabat, French supermarket U's clever connections

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4 min read Lire en français

Dominique Schelcher, CEO of Coopérative U, in Paris in February 2025.
Dominique Schelcher, CEO of Coopérative U, in Paris in February 2025. © Mathieu Pattier/PhotoPQR/Ouest-France/MaxPPP

Hindered by fierce competition from Morocco's Label'Vie and Marjane, the supermarket chain is turning to local businessmen with ties to the king's inner circle to gain market entry. The intermediaries they've selected are all linked to the Shell and Atlas Sahara petrol station networks.

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