Food brands facing informal sector: The case of “beldi” olive oil

This research study aims to explore the factors behind Moroccan consumers’ reliance on the informal sector for the purchase of so-called beldi food products. The analysis focuses on the olive oil market. The research was carried out using an interpretive approach to data collected through four focus groups. This content analysis has enabled us to identify socio-cultural factors that may explain consumers’ preference for the informal market. The contributions of the research can be broken down into two categories. First, the informal sector is a well-perceived distribution channel as far as beldi products are concerned. Second, the socio-cultural environment is a key factor in this consumer choice, since product quality is guaranteed by the trust and social relationships established between informal sector actors. This article concludes by outlining the main implications of adapting the supply of beldi food products to the Moroccan and African contexts, and also suggests some avenues of future research to shed greater light on this phenomenon.