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BDS Maroc, Morocco's burgeoning pro-Palestine boycott group, has called for boycotting a Moroccan couscous brand, Dari, over its alleged ties to the Israeli market, as consumers in Morocco increasingly shun brands associated with Israel due to its war on Gaza.

"As Moroccans committed to boycott, we reject Dari marketing its products to Israeli customers who claim attachment to Moroccan culture because they support actions against Palestinians and violate their basic rights," said BDS Maroc in a statement. 

Last week, several on social media drew attention to the marketing of Dari, a renowned Moroccan couscous brand, on the Israeli website Tomer, with many alleging Israeli investments in the Moroccan brand.

Founded in 1995, DARI COUSPATE is a "Moroccan family-owned company, a leader in the Couscous and pasta sector," according to their website. It is the largest producer and exporter of couscous, with a presence in more than 45 countries across five continents.

The controversy prompted the Moroccan company to issue a statement denying the allegations and clarifying its presence in Israel's market.

"While the Israeli market has imported small quantities of Dari products in the past, this was based on requests from a category of consumers attached to Moroccan identity and traditions," a press statement issued by the company on 25 February.

"It should be noted that these products were also sold in Palestine," the company added, denying any partnership or agreement with Israeli companies.

In the same press release, the company stated "its intention" not to market its products in Israel in support of "Palestinians facing a humanitarian tragedy." As of Friday, 1 March, Tomer's website shows Dari products as "not available."

However, BDS Maroc argues that the company's statement fell short of clearly committing to boycotting the Israeli market.

Under the hashtag 'Dari does not enter Dari (my house),' the local group urged Wednesday Moroccans to continue boycotting the brand until it commits to not selling its products in the Israeli market, online or in supermarkets.

Contacted by TNA, no one from the Dari company could comment on the new boycott campaign at the time of publication.

Since the start of Israel's war on Gaza, the boycott campaigns against companies involved in Israel have amplified in Morocco and across the region, with activists emphasizing the importance of long-term commitment to achieve the campaign's goals.