Emco in the Heart of One of the Most Extraordinary Trail Races

Emco once again supported the High Atlas Ultra Trail, marking its third year of partnership with the event. Set against the breathtaking scenery of Morocco’s High Atlas Mountains, this race is widely regarded as one of the most demanding trail-running challenges in the region, attracting athletes from all over the world.

The High Atlas Ultra Trail is more than just a race — it is a unique project that combines athletic performance with the discovery of Morocco’s landscapes and immersion in Amazigh culture. The routes are intentionally designed to pass through remote areas and traditional villages, bringing attention to regions that face challenges such as limited infrastructure and access to essential resources, including drinking water. In doing so, the event plays an important role not only in supporting local communities economically, but also in raising awareness of their living conditions and needs.

The organizers place strong emphasis on environmental responsibility, minimizing ecological impact, and protecting both natural and cultural heritage, while actively involving local communities in the event’s execution.

For Emco, this partnership is a natural extension of our long-term commitment to promoting active lifestyles, sport, and a responsible approach to the environment. During the race, participants were supported with Emco bars and biscuits at refreshment stations, helping them maintain energy in challenging mountain conditions. The brand was also visible on-site through flags and event materials. This year, we further engaged the wider audience through a competition offering two race entries, bringing the spirit of the event even closer to those beyond the course itself.