In Agadir, the arid heartland of Morocco's indigenous Berber population, a quiet oil boom is gaining momentum...Argan oil...has been used for centuries as a medicine and staple ingredient in local cooking...But now the oil is generating buzz as a high-end commodity in the lucrative global cosmetics market...Traditionally, it was uncommon for Berber women to work outside the home. But times have changed, and according to the Argan Oil Society, all the co-operatives are now staffed and run by local women... Berbers also face habitual cultural discrimination..."I am very happy," said [Zoubida] Charrouf, [a university professor]. "Economically, (because) the price is increasing; socially, because the women can get outside the house and learn; and environmentally, because we can plant these trees."