It started with one belief.
Amal began with our founder Nora Fitzgerald Belahcen and a moment she couldn't forget: in the Marrakech medina, she met a mother feeding her baby sweet tea because she couldn't afford milk. That heartbreak became a question, what would it take to change a woman's whole future?
For years she answered it in small ways, then bigger ones, until a lunch with her sister at Aïcha Ech-Chenna's social restaurant. "I wish someone would open a place like this in Marrakech," she said. Her sister replied, "It's going to be you." In November 2012, Amal was born, and in 2013 it became a place, our first restaurant in Gueliz.
Our journey so far
A moment of heartbreak
In the Marrakech medina, Nora meets a mother giving her baby sweet tea because she can’t afford milk, the moment that starts it all.
A dream begins
With Naïma and Fatiha she starts a tiny baking business. Over lunch at Aïcha Ech-Chenna’s restaurant, her sister tells her: “It’s going to be you.”
Amal is born
Amal is formally founded as a non-profit, training women from disadvantaged backgrounds through food.
The flagship opens
Amal’s first restaurant opens in Gueliz, a working restaurant and training kitchen in one. The first trainees begin.
The Targa garden kitchen
A second home in Targa, a garden kitchen for cooking classes, all-day brunch, events and catering.
The Sign Café opens
Amal opens the Sign Language Café, a deaf-inclusive café where most of the team is deaf and guests order in Moroccan Sign Language, a first in Morocco.
Earthquake relief
After the September 2023 Haouz earthquake, Amal and its volunteers cook 19,000 meals and rebuild, relief that grows into a lasting program.
Where we are now
Three centers, a culinary training program and 400+ graduates, and with every new woman, the circle keeps widening.
