The father, and co-owner of the business, was curious about the benefits that the purest of argan oils from the fruit of the argan tree bring to human health. He also knew that creating the process is very vulnerable to imitation and attracts some unethical people who add industrial oils and pretend to tourists and clients that it is actually the pure original argan oil. Such fakes can ruin the reputation of the special oil genuinely intended for cosmetics and alimentary use. In fact, honest regional women in Agadir, Ourika, and Marakech had formed a cooperative and were collecting the dates of the argan tree to make into oil. But their prices did not reflect the medical value of their pure product, and they were barely making any money.