A few drops stirred into couscous just before serving give it a rich, nutty aroma. Argan production is still basically a cottage industry, managed largely by women. But many people believe that if the oil became better known it could provide more employment in the region as well as enhancing the environment. Bottles of what pass for argan oil are sold along the roadsides between Essouira and Agadir, but is difficult to tell if they are genuine. Because the oil commands a high price, sellers are often tempted to dilute it with cheaper oils.
Some bottles simply contain olive oil, coloured with paprika or other substances.
Targanine is a group of women's co-operatives engaged in the production of argan oil. To preserve the environment through replanting of argan trees. To ensure satisfactory working conditions. To encourage sustainable development.