Female Fingerprints: August 2023
Nora Fitzgerald Belahcen: Founder of Amal Centre in Marrakech, Morocco
Female Fingerprints is a monthly feature created to highlight women around the globe who have had an impact in their local communities and beyond. Throughout the year I will share some of the best and brightest stories of women who are making a positive and lasting imprint on our world.
The Champions of Change Award 2023 which is a part of The World’s 50 Best Restaurants 2023 program, recognizes and celebrates unsung heroes of the hospitality sector who are driving positive action in their communities and creating blueprints for a more inclusive society.
In a world where women are breaking barriers and shattering stereotypes, there are those who go above and beyond to create opportunities for others in need.
Meet the Champion of Change 2023, Nora Fitzgerald Belahcen. Her story is one of a pioneer who is motivated to bring real change to her community through food and respect.
In March of 2022, I had the great privilege of meeting Nora, the founder of Amal (Hope) Centre in Marrakech, an American who has lived in Morocco throughout her life.
Like many great endeavors, Nora’s efforts to help the disadvantaged started unexpectedly.
“It was a chance meeting with a woman living in extreme poverty with three small children. She could not buy formula for her babies. As I realized the real burden of poverty upon poor people, juxtaposed with the luxury we see in Marrakech, I started to ask myself what my role is here?
“I attempted to help on an individual level, and after a number of years my thinking began to mature and my obsession to make changes materialized.”
Emboldened by another woman who opened a restaurant to support disadvantaged women in Casablanca, Nora embarked on a mission to empower and foster independence for at-risk women in Marrakech. Her vision became a reality in 2013.
It was through steadfastness and tenacity that Nora established Amal Training Centre: “Empowering women one meal at a time, an open door when all other doors are closed”.
In 2018, Nora took steps to support deaf women by bringing them into the Amal training program, which led to amazing results.
“Several of our staff members learned Moroccan sign language for better communication in order to convey the training. It was a beautiful experience, however, when the students graduated, we could not find employers in Marrakech willing to take the chance to hire them. The obstacle of communicating with a deaf person seemed too high. That’s when the idea of creating our own café was founded”.
The Sign Language Café is proudly run by several of Amal’s hearing-impaired as well as hearing graduates. Located inside the Centre for Language and Culture, the Sign Language Café serves the student population of 3,500. It is a ground-breaking project in Marrakech where resources and opportunities for the deaf are very limited.
“Being an introvert, it was challenging for me. I felt like I wanted to set up the work and then just disappear. But now I have changed, and I want to see the work through. I couldn’t be doing what I am doing if I had not learned from these women what they went through in the trenches”!
The Restaurant: “The ultimate social gastronomy experience, prepared by our students and chefs. Menu changes every day. Friday specials are our traditional couscous”.
The Cooking Class: “An immersive cultural participation, that allows for you to take a taste of Morocco home with you”.
The Amal Centre’s mission is to furnish a safe and loving space where strong and resilient women can rewrite their narratives and step into their power.
A dedicated space for these invisible women to come into existence and be honored for who they are.
What advice do you have for others who want to make a positive impact in their communities, but may not know where to start?
“Start small, with one person at a time and see how you can be of service to them. You have to truly love the people you work with and allow good things to flow from those opportunities”.
What are your next steps and future plans for Amal?
“We are currently in the process of a massive renovation of one of our kitchens. As you know, Kiran, kitchens need constant maintenance, equipment updating etc. Our kitchens have not been updated since 2016, the walls were screaming! We gutted the kitchen and redid all the plumbing, electrics, layout etc. This will hopefully allow for better quality training for newcomers”.
How do you face your challenges and measure the success of your non-profit restaurant and culinary training program?
“Honestly, just the fact that I had no background in the restaurant business, or business in general, I preferred to work in a collaborative and creative way, rather than as the head of a hierarchy. It has taken me ten years to figure out how to find that balance, to trust my own intuition while creating space for all the team members to shine.
“My most important metric is when I see the hope, the uplifting energy, and the positivity in our people. The tangible metrics are the sale tracks from the restaurant and seeing the customers enjoying the food, coming back for more with friends and family.”
Nora, how have the female students, upon completion of your culinary training program, gone on to use their skills in the industry?
“The women seek out internships at local restaurants which often leads to job opportunities. Some of our graduates hold positions as head cooks, others work in Riyads (Moroccan traditional bed and breakfasts). We celebrate each graduate as she steps out to achieve her dreams of being a provider and contributor in her family. We have trained over three hundred women who have successfully found work in the food industry thereafter. It is absolutely transformational”.
Can you share a particularly impactful or memorable experience?
“The best worst memory was during covid. Everything was in lockdown, we were preparing for a massive food relief program and ended up delivering over 90 tons of food to over two thousand families. Managing to keep our masks on, honoring social distancing, we were able to prepare four hundred sandwiches for our hospital staff. We felt very close to our community and deeply grateful to be of service at such a critical time”.
Nora’s journey is a testament to the power of one person’s vision and determination to create positive change. Her imprint remains on the hearts of many Moroccan women and families!
By providing vocational skills, employment opportunities and platforms for talent to flourish, Nora and her dedicated team transformed the lives of countless individuals while inspiring others to follow her footsteps. Her story serves as a reminder that we all have the prospects to make a difference and build an inclusive world.
To support the Amal Centre visit amalnonprofit.org.
The cooking class looks like a lot of fun!
Very inspiring thanks