In a strategic move to address the environmental impact of Morocco’s beverage industry, ReBean has emerged as a key player in the circular economy, recently unlocking seed funding through the Orange Corners Innovation Fund. Founded by Youssef Adbib, the Béni Mellal-based startup is tackling the estimated 57,000 tons of used coffee grounds generated annually in the Kingdom. By transforming organic waste into high-value industrial and consumer products, ReBean is successfully bridging the gap between traditional resource management and modern sustainability practices.
Innovating The Traditional Charcoal Industry
The genesis of ReBean lies in a convergence of personal history and industrial observation. Growing up in a family involved in the traditional charcoal business, Adbib witnessed the environmental toll of deforestation firsthand. Years later, while working in the hospitality sector, he identified a massive, underutilized stream of organic waste in the form of spent coffee grounds.
ReBean intercepts this waste to manufacture Eco-Charcoal, a sustainable alternative to wood-based charcoal that significantly lowers carbon dioxide emissions and curbs deforestation. The startup has further diversified its output to ensure zero waste, processing the grounds into organic fertilizers for agriculture, natural cosmetics, and artisanal home décor. This multi-vertical approach allows the company to maximize resource utilization while providing the local market with eco-friendly alternatives to carbon-intensive products.
Gamifying The Circular Economy
Beyond manufacturing, ReBean is leveraging technology to foster community engagement in sustainability. The startup has developed “Eco-Coin,” a digital rewards platform designed to incentivize recycling behaviors among businesses and individuals. By gamifying the collection process, ReBean ensures a steady supply chain of raw materials while helping cafes and consumers track their environmental impact.
The company has already moved beyond the concept phase, having successfully executed pilot programs with an initial cohort of 20 partner cafes to test collection logistics and material transformation. This rigorous trial-and-error phase allowed the team to prototype their biochar and fertilizers effectively, establishing a proven model for waste valorization in the region.
Strategic Backing And Regional Growth
ReBean’s growth trajectory has been bolstered by its participation in the Orange Corners Caravan, specifically the Béni Mellal-Khénifra cohort. As one of only five projects to secure additional seed capital from the Orange Corners Innovation Fund, the startup is well-positioned to scale its operations.
This financial and institutional support highlights a broader trend of decentralized innovation in Morocco, where startups outside major economic hubs like Casablanca are driving significant environmental solutions. By forging partnerships with local municipalities, eco-associations, and sustainability programs, ReBean aims to expand its model across Moroccan cities, networking with green innovation communities throughout Europe and Africa to export its expertise in waste transformation.
About ReBean
ReBean is a Moroccan cleantech startup dedicated to revolutionizing waste management through the circular economy. Based in Béni Mellal, the company specializes in upcycling coffee waste into sustainable products, including eco-charcoal, fertilizers, and cosmetics. through its manufacturing processes and its digital Eco-Coin platform, ReBean aims to reduce deforestation and landfill waste while promoting sustainable consumption habits across the MENA region.
Source: AMWAJ Alliance
