Clean Villages: The Eve Branson Foundation launches initiative to tackle waste in Morocco’s Atlas Mountains

Clean Villages is a new initiative to help tackle the waste problem around Asni, a gateway town to the Atlas Mountains in Morocco.

The Eve Branson Foundation (EBF) has launched a pilot programme in three of the worst affected and less accessible villages close to the riverbed – Tansghart, Asselda and Tamassit – to collect rubbish.

Waste management in the region has been problematic for years, with many rural villages having limited access to litter collection and needing to drive for over an hour to the nearest disposal and treatment facility. COVID-19 exacerbated the problem, with more litter being created by disposable masks and gloves.

But now The Eve Branson Foundation – which was set up by Richard Branson’s late mother Eve to help enrich the lives of rural communities in the High Atlas Mountains in Morocco – has stepped in to coordinate efforts which has already resulted in household rubbish being collected three to four times a week from several collection points.

The Clean Villages initiative will create jobs for the local workforce with the construction of village waste collection points and the weekly removal of rubbish to a safe processing site. Over 600 households will benefit and in turn, support cultural tourism, promoting the region as a clean and well-managed rural environment that wants to tackle the wider global waste issue.

Florence Devereux, EBF Advisor, said: “I am thrilled to hear that a valley-wide litter project is being launched, bringing together three villages to participate in a collaborative project to keep the landscape and waters clean. Environmental issues are so pressing and I believe grass-roots projects as well as transnational ones, are a part of the road map out of the crisis. I am very happy that the Eve Branson Foundation is a part of a network of actors coming together to care for the land and community.”

The Eve Branson Foundation

Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyle including sustainable and green living. 


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