Jood is a Moroccan NGO dedicated to helping homeless people through actions that allow them to regain their dignity. One of the association's main activities is the distribution of meals that are cooked with love for people living on the streets. But Jood wants to take its food further and give it a new purpose. This is how Jood Kitchen was born, a meal service designed for companies, made up of a team of homeless people who receive professional training to learn how to cook delicious food in the kitchens of business companies or organisations in Morocco, or even for corporate events.

So the challenge is to launch this service on the Moroccan B2B market, creating awareness for Jood Kitchen, with the aim of getting companies to hire this service for their canteens, which will help increase the Jood's funds and reintegrate homeless people into society through a job opportunity.

The main barrier for Jood Kitchen to become a successful business model is the discrimination towards homeless people.

In fact, 70% of homeless have felt discriminated against [by private companies] because of their housing status, reveals the National Coalition for the Homeless. So, it’s necessary to convince them that the homeless people are credible, in whom these companies can trust their kitchens. But how?

We will create the first fine-dining menu that will be executed by homeless people in on of the best Moroccan restaurant in the world. We will launch "Starters Menu".

In this creative concept, "starter" has a double meaning: is a small quantity of food that is served as the first course of a meal; but also a person that’s involved at the beginning of something. And we believe that Jood Kitchen can be the beginning of a new life opportunity for the homeless in Morocco.

When it comes to excellent food, nothing is more credible than an awarded restaurant. In 2024, the Moroccan restaurant La Grande Table Marocaine entered the list of the 50 Best Restaurants in Africa and Middle East.

So, in the name of this restaurant, led by the renowned chef Karim Ben Baba, we will organise a special dinner to launch its new “Starters menu”, inviting the main leaders of large companies in Morocco, celebrities, influencers, and journalists to join the occasion. However, without immediately disclosing that this initiative represents a greater cause: the Jood Kitchen launch.

Away from the guests' eyes, all the dishes will be prepared by the homeless team from Jood Kitchen, but this information will only be revealed at the end.

The message is simple: if one of the best chefs in Morocco trusts his restaurant to Jood Kitchen, then the CEO’s can also trust their canteens.

Steps to launch it on October 10, World Homeless Day:

#1 Find the partner

Pro bono partnership with the restaurant La Grande Table Marocaine and the chef Karim Ben Baba.

#2 Send invites

In the name of the La Grande Table Marocaine, send invitations to the leaders of large companies in Morocco, as well as celebrities, influencers and journalists.

#3 Enjoy the meal

It's time for our guests enjoy the meal, believing that it’s chef Karim Ben Baba and his usual team who are behind it.

#4 Reveal the truth

In the end, the chef’s team surprises all guests by taking off the restaurant's jackets and showing the Jood Kitchens‘ aprons. Jood‘s spokesperson presents the Jood Kitchen project and offers the real Starters Menu - a physical menu that tells the stories of those homeless and explains how Jood Kitchen is giving them the opportunity to have a new start.