It all began with a cup of coffee.
Soraya Badraoui Drissi started her career in Europe, heading a 600-employee enterprise that sold perfumes. However, after drinking a particular cup of coffee, she decided to sell her business and start a new one back in Morocco.
Soraya was on a mission to provide high-quality coffee in her home country. She launched the Lavazza brand in 1994 and has been managing the Top Class Lavazza Company since then with franchises across Morocco.
Morocco is a “tea culture,” explained Soraya, but it was that challenge that motivated her to innovate and bring change to the local market. “I had a vision and a strategy to be able to introduce my product in all the market segments,” she said. Today, the company leads the Moroccan coffee market. Her goal is to have 20,000 clients by the end of 2012.
With over 20 years of experience in management, Soraya also works to support the creation of new companies led by women, as well as the training of young graduates and unemployed women.