“…International cosmetics firms and the German development agency (GTZ) took an interest in argan oil in the 1990s, presenting it as a ‘triple win’ for conservation, rural development and economic growth (le Polain de Waroux & Lambin, 2013, p. 59). As indicated by Charrouff and Guillaume (2018, p. 4), a key player in the promotion of argan oil exports, the creation of the argan oil value chain was not a simple process of connection, but involved working to change perspectives and behavior of all participants using scientific, economic and psychological knowledge. Various aspects of the production process had to be modified, and new actors brought into the chain, including NGOs, international and domestic development agencies and argan oil cooperatives, each tasked with the coordination, translation and realignment of governance processes to create a workable value chain (Biermayr-Jenzano et al, 2014; le Polain de Waroux & Lambin, 2013; Lybbert, Aboudrare, Chaloud, Magnan, & Nash, 2011, p. 13963).…”