Taroudant is marked by a very strong Berber cultural identity which can be found in its craftsmanship and its natural resources such as argan oil and saffron.

In the souks, as well as a wide range of ceramics, spices and beautiful fruits and vegetables, you will fine magnificent Berber silver jewelry. This is the city's speciality. Silver also decorates pretty daggers and is found along with mother-of-pearl on the butts of ceremonial rifles. Taroudant is also known for its "marble", a soft, chalky stone from the neighboring mountains from which many different objects can be sculpted using a bradawl. Quality rugs are easy to buy. They come from Ouzguita, from the mountains where the wool is particularly soft and silky. Their designs in geometric shapes are remarkable.

Argan cooperatives have flourished everywhere to some extent. Visiting them is always fascinating, especially since the argan tree grows only in the south west of Morocco. In the dry season, you can admire the picturesque scene of goats climbing the trees to devour their fruits. An oil of a high nutritional and cosmetic quality is obtained from these nuts. The lush green Souss valley is also home to vast plantations of early fruit and vegetables as well as citrus fruit.

Having admired the colors of the spices, clothes and flowers on the Berber market, you will be struck by the indigo blue of the women's clothes, reminiscent of those of the desert men who long frequented Taroudant in the time of the caravans. And orange is the dominant color during the saffron festival, a high point in Berber culture, which takes place in November in Taliouine. This rarest of spices is also used to make make-up on festival days.