The fair is an opportunity to highlight the local argan tree and its cultural and economic role in local development. The exhibition provides professionals with the opportunity to establish business partnerships and pursue new marketing opportunities in the spirit of innovation and collaboration. The exhibition helps explore new market trends, share regulatory developments and promote strategic dialogues regarding the future of the pillar sector. Rich activities are presented at the exhibition, including a virtual journey into the world of the argan tree and a tasting of dishes prepared with argan oil. The exhibition also includes a space allowing young people to discover the world of the argan tree in an educational and fun way. The Argan Village allows women’s cooperatives to exhibit their products and present to visitors the benefits of argan oil and the efforts of village women in the development and marketing of argan products. An exhibition is also organized to present the cultural heritage of the Arkan sector.