Special features in location, cultivation & processing
Nestled in the heart of the Marrakesh–Safi region on the fertile Haouz plain lies the legendary “Red City” of Marrakesh. It is framed by the snow-capped High Atlas Mountains and crowned by Jebel Toubkal, North Africa’s highest peak (4,167 metres), which takes its name from the Berber Tugg Akal, often translated as “the one that looks down upon the earth”. For centuries, this region has been one of Morocco’s most treasured agricultural landscapes, renowned for its olives, fruits, and aromatic herbs nourished by mountain waters.
Known in Morocco as Louiza, verbena is far more than an aromatic herb: it is an essential part of daily life and tradition. Closely tied to the ritual of Moroccan tea, it holds a special place in the country’s culture. While mint tea is shared throughout the day as a symbol of hospitality, verbena is traditionally enjoyed in the evening, cherished for its naturally soothing properties.
Verbena is traditionally cultivated in the Marrakech-Safi region, where it has become a celebrated local speciality. The fertile Haouz plain and the foothills of the Ourika are renowned for their lush landscapes, their Berber villages dotted along mountainsides and rivers. In this sun-drenched environment, the finest verbena thrives, benefiting from a climate that encourages a high concentration of essential oils in the leaves. Grown using traditional methods, often by small family farms, Moroccan verbena has earned an international reputation and helped establish Morocco as one of the world’s leading exporters. Across the country, verbena can be found in every souk, displayed by herbalists in hanging bunches of dried sprigs or packed bags of whole leaves.
This verbena is organically cultivated according to traditional farming practices. The leaves are harvested entirely by hand and naturally air-dried away from direct sunlight to preserve their integrity. This gentle and meticulous process protects the plant’s vibrant colour and exceptional aromatic richness, resulting in verbena of remarkable purity, grown with deep respect for both nature and tradition.
