Best Argan Oil and Amlou in Taroudant — Straight from the Souss

The argan tree grows almost exclusively in south-western Morocco, and the Souss Valley around Taroudant and Agadir is its heartland. Culinary argan oil — toasted, golden, with a rich nutty flavour — is one of the region's treasures, pressed from the kernels of the argan fruit, traditionally by women's cooperatives. In Taroudant you are at the source, so the oil is fresh, authentic and better value than in the tourist cities, and tasting it here is a genuine regional food experience.

The most delicious way to enjoy argan is amlou — a spread of ground roasted almonds, argan oil and honey, sometimes called 'Berber Nutella' for its rich, sweet, nutty character. Eaten with bread at breakfast, it is a Souss speciality at its very best around Taroudant, where the almonds, honey and argan all come from the surrounding countryside. Pure culinary argan oil is also drizzled over salads, couscous and tagines, or used simply for dipping bread.

Taroudant's souks — it has two lively markets, an Arab souk and a Berber souk — are excellent places to find argan products, along with the region's almonds, honey, saffron (from nearby Taliouine), spices and dates. Buying from a cooperative or a reputable seller ensures you get pure culinary argan oil rather than a diluted or cosmetic product; the real thing has a deep, toasty aroma. It makes a superb, distinctive edible souvenir.

Taste amlou and pure argan oil at breakfast or in the souk, buy from a cooperative for authenticity, and enjoy them at their freshest here at the source. In Taroudant, argan is not a tourist novelty but a living part of the local food culture — and one of the best edible reasons to visit the Souss.