In a significant move aimed at safeguarding consumer rights, a Moroccan civil society organization has formally requested the Competition Council to investigate Centrale Danone due to its recent price hikes. The Association Maroc d’Avenir (Morocco of the Future Association) raised concerns on July 13, asserting that the dairy giant’s decision to increase prices could potentially breach Morocco’s competition and pricing regulations.
The association indicated that it had dispatched an official letter to the Competition Council, highlighting the necessity for an "immediate and comprehensive" inquiry into what it perceives as possible anti-competitive conduct by Centrale Danone. Notably, copies of this letter were also forwarded to various high-ranking officials, including the head of government and key ministers responsible for economic affairs, as well as the governor of Khouribga province.
This call for scrutiny follows Centrale Danone's decision to raise the prices of several essential dairy products starting July 7. According to updated pricing lists shared with local grocery outlets, the price increases range from MAD 0.50 to MAD 1, depending on the product. This adjustment affects a variety of widely consumed items, such as Dan’Up, Actimel, Activia, Jervais, Danone Max, and Jamila.
In its official statement, the Morocco of the Future Association vehemently criticized these price escalations, labeling them as unjust and detrimental to Moroccan families who are already grappling with the soaring cost of living. The organization emphasized the importance of milk and dairy products as essential goods for households, particularly for children, arguing that such price increases further strain the purchasing power of consumers.
The association's statement expressed particular concern regarding Centrale Danone's dominant position in the Moroccan dairy market, raising alarms about potential market abuse. It urged the Competition Council to conduct a thorough examination and impose sanctions if any violations are identified. Furthermore, the organization called on Centrale Danone to revert the price increases and adopt a more socially responsible approach.
In addition to addressing the company, the association criticized the government for its political and administrative responsibility to protect consumers and maintain purchasing power. They urged authorities to take decisive action against practices that may undermine competition and adversely affect consumers.
The timing of this statement is significant, coinciding with a resurgence of calls on social media to boycott Centrale Danone products, reminiscent of the nationwide boycott campaign that took place in 2018. Many consumers have expressed their discontent over the latest price hikes, leading to the emergence of trending hashtags such as #خليه_يريب ("Let It Expire"). As of now, Centrale Danone has remained silent regarding the rationale behind its new pricing strategy or its response to the revived boycott movement. In the meantime, several grocery store owners have reported a decline in sales of the company’s products, with many expressing solidarity with consumers who are frustrated by the increased prices.
As reported by moroccoworldnews.com.
