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Moroccan Couscous Brand Dari Refutes Alleged Partnership with Israeli Company
Moroccan couscous brand Dari has vehemently denied circulating rumors suggesting a partnership with an Israeli business. In a recent statement, the company unequivocally dismissed claims of any agreement with Israeli company Tomer for the distribution of its renowned couscous products.
The denial follows a social media-driven boycott campaign triggered by the appearance of Dari's products on Tomer's website. Asserting its position, Dari underscores that it has not entered into any such agreements with Israel or any Israeli entity.
While acknowledging previous minor exports to meet Israeli demand for Moroccan cuisine, the company reaffirms its deep-rooted pride in its Moroccan heritage. With a presence in over 60 countries, Dari emphasizes that Palestinian markets have also been recipients of its couscous products, underscoring its ongoing commitment to ethical business practices and social responsibility.
In a gesture of solidarity with Palestinians, Dari declares its intention to refrain from exporting to Israel in light of what it terms the "murderous invasion" by Israeli occupation forces in Gaza. According to aid groups, the ongoing attacks since October have resulted in the deaths of over 700 Palestinians.
Emphasizing its focus on enhancing its reputation and business within Morocco, Dari aims to dispel damaging rumors and reassure its global customer base. This clarification is crucial amidst heightened global sensitivities surrounding business engagements with Israel, as evidenced by the growing traction of boycott movements.
For Dari, safeguarding its independence and upholding its values in the face of geopolitical tensions could prove pivotal, given the potential repercussions on both its profitability and reputation. This episode underscores the challenges faced by businesses navigating complex geopolitical landscapes while striving to maintain integrity and customer trust.
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