Berto’s and Morocco: where a legend meets the future
Just the mention of the name "Morocco" transports our minds to the epic myths of its long history and the magic of the big screen, which have captured everyone’s imagination. Just think of Michael Curtiz’s film “Casablanca" from 1942, with Humphrey Bogart, or the legendary film "Morocco", made in 1930 by Josef von Sternberg and starring Marlene Dietrich. An ancient and noble land, characterised by important traces of prehistoric times and visited over the millennia by Phoenicians, Carthaginians, Romans, Byzantines, Arabs, French and Spanish, demonstrating the merits of a place in the world that has been an intersection of civilisations, a land of trade and melting pot of cultural exchanges. Its vocation as a border is also reflected by its geography; on the Continent yet bordering the North Atlantic Ocean and the Mediterranean Sea. But today, this romantic black and white image is integrated, if not replaced, by the model of a growing country that is future-oriented: for over a decade Morocco has seen steady and extremely orderly GDP growth, which is surprisingly higher than some countries of continental Europe; it has the highest per capita income in Africa and, more unique than rare in today's migration landscape, emigration has stopped, and there are now high rates of migration from Sub-Saharan Africa and neighbouring countries. Capital arrives with European entrepreneurs, especially French and Spanish, who invest in the Moroccan economy, attracted by significant national growth rates and the political-trade agreements that have been made in recent decades with the Old Continent and the United States. Data on tourism confirms this economic renaissance (not just archaeological and cultural tourism in the major imperial cities or mass tourism in seaside resorts, but also elite tourism in the exclusive hotels and resorts with their prestigious world-class golf courses). Berto's has been involved in this growth scenario for 15 years now and, through the Area Manager Alessandro Orfali, manages commercial partnerships and the Company’s participation in Moroccan trade fairs and events (Cremai - Salon International de l'Hotellerie des professionels and the Salon Marocotel, both in Casablanca, which in alternate years represent the country’s exhibition scene). Through a collaboration with the importer Horecoline, owned by Monsieur Khalid Rahmouni, and its network of dealers covering the country’s major cities (Tangier, Fez, Marrakech, Agadir), Berto's has equipped important restaurants and prestigious hotels with its industrial kitchens. Among these we would like to mention the following restaurants: Le Petit Rocher, Loubnane, Le Convivio, Nori, Gossip Beach and La Bavaroise in Casablanca, Le Petit Pecheur Agadir, Chahramane and Be Wok in Marrakech, and Le Dhow in the administrative capital of Morocco, Rabat. The hotels include the Ryad Parc in Marrakech, the Amphitrite in Skhirat, the Rive Hotel and the M Gallery Diwan in Rabat and the Attitude in Dakhla.