This year the JLR Executive Team has selected to embrace and support the Eve Branson Foundation, as a thank you for their hospitality during our 2026 JLR P&P stay in Morocco. The EB Foundation is a small non-profit based in Morocco and founded by Eve Branson. They have forged a strong and fruitful partnership with Kasbah Tamadot (our host hotel), which is owned by Eve’s son Richard Branson.
The Eve Branson Foundation is a charity dedicated to enhancing living standards among the rural communities living in the Atlas Mountains of Morocco. It aims to create opportunities for local people which can make a meaningful difference to their families and community. They have developed initiatives in four key areas: artisanal training; environment; healthcare and education. By setting up sustainable enterprises which so far have included a weaving workshop, and a craft house run and managed by local women, as well as a woodwork center in the village of Asni, which is the base for a carpentry apprenticeship scheme for young men in the community.
On September 8, 2023, a magnitude 6.8 earthquake struck Morocco, with its epicenter in the High Atlas Mountain range. Over 2.8 million people, including 100,000 children, were affected. In the two years on from the earthquake, their commitment to serve local villages remains unwavering. With funds raised, they launched a major schools rebuild project and in 2025, they completed the rebuild of a large primary school in Imi Oughlad and embarked upon the construction of a new pre-school and primary school in Tansghart.
By investing in projects that support and safeguard education, rebuild vital community infrastructure, restore meaningful artisanal spaces and promote and protect cultural tourism, the foundation has been able to stimulate economic growth and address the needs of the affected communities so that they can foster long-term resilience.
There are three ways that you can donate to this worthy foundation:
-
You can donate directly to help rebuild three primary schools. The link to donate can be found here. You can also read more about and support their brand new Toussna Study Centre here. If you do donate directly, please let us know.
-
Donate during registration - email the JLR Concierge the amount you would like to donate and that amount will be deducted from your Parts Account and sent directly to the Eve Branson Foundation.
-
You can participate in the JLR P&P Charity Auction on during our Farewell Dinner on October 9th. Winning bids from the auction will be deducted from your Parts Account and all proceeds from the auction will be donated directly to the Eve Branson Foundation. Auctions items will be available for bidding once you arrive into Marrakech on October 6th.
Thank you for your consideration to support the Eve Branson Foundation!
...a message from the founder
"My love of Morocco and the wonderful people that inhabit it, stems back to the late 90s. Since the beginning, we have worked in partnership with each village to bring about transformations both economically and socially. We have learned through mutual respect and determination, how to successfully combine our entrepreneurial spirit with the Berber culture.
I’m thrilled to see how far the young people attending our programmes have advanced and incredibly proud of their hard work. With your support, we can continue to offer young people in Morocco a creative and more independent future."
- Eve Branson, 1924 – 2021