FEBRUARY / MARCH • 2023

MOROCCO PART 2
COMBINING ANCIENT ARCHITECTURE AND TRADITIONAL CUSTOMS
WITH BUSINESS DIVERSIFICATION AND A STRONG INFRASTRUCTURE,
MOROCCO OFFERS A STRATEGIC LOCATION BETWEEN AFRICA AND EUROPE.
 Powering A Nation’s Potential
Through Green Energy Solutions
With energy at the heart of Morocco’s ambitious plans, the nation seeks to be
a global leader in Africa by providing sustainable, innovative projects across continents.

M
orocco has demonstrated its resil- is now in the middle of all discussions in all ministries
ience and dedication to economic because water development is the central point of
growth, upheld by sectors such as Morocco’s growth.”
tourism, manufacturing, agriculture With climate change effects on agriculture, Moroccan
and energy. The energy sector con- companies are developing desalinization units to
tinues to be of great value to the na- desalinate water, which can be used for agriculture or
tion, where its strategic location and abundant op- household consumption. Hicham Kabbaj, Managing
portunities for renewable energy hold the potential to Director of JESA, states, “Water and energy in Morocco
make the nation an energy hub. are big for us. We are developing around 100 million
By 2050, Morocco aims to produce 80% of its cubic kilometers of water based on the salvation and
electrical energy from renewable sources. As such, Hicham Kabbaj, wastewater treatment in Morocco.” Morocco is highly
its energy strategy has evolved to focus on new Managing specialized in water management and is a good example
technology investment and to make Morocco an Director of Jesa of the rationalization of water usage. Morocco has
international energy leader. Through new technologies reached almost 50% of the treatment of wastewater
and the adoption of strategic planning, Morocco has with the aim to reach 80% by 2050. Other initiatives in
developed a renewable development plan with 52% of “We are the sector include vertical turbines that can irrigate up
the electricity mix by 2030 based on renewables, as well developing to 10,000 hectares of agricultural land and another that
as numerous structural reforms. can power 60-megawatt wind farms and operate under
Morocco is focusing its energy plan on services
around 100 100% renewable energy.
from urban to mining, fertilizers, energy, water, ports, to million cubic Much of the progress in the energy sector requires
hydrogen storage, which presents another opportunity kilometers advancements in energy infrastructure, especially in
in energy. Green hydrogen storage can transform terms of renewables, such as solar, wind and hydropower.
intermittent renewable energies, where hydrogen can
of water The strategic placement of energy infrastructures allows
be utilized across sectors. Loïc Jaegert-Huber, CEO based on the certain initiatives to complement each other, such
of ENGIE North Africa says, “Hydrogen is the future salvation and as by placing wind and solar energy infrastructures
of energy. This includes renewable projections, such next to desalination plants to ensure their efficiency.
as wind power, solar power, hydrogen development,
wastewater Infrastructure is also critical for energy storage, which
green nitrogen and the development of green nitrogen treatment in allows for future use, transportation or exportation.
or green ammoniac. Sectorial strategic planning has Morocco.” With its clear plan for an energy transition,
been developed to anticipate the potential and to link it Morocco has the strategic location and business
to new technologies, new jobs and a new industrial strategy.” The environment for investment potential. Badreddine Messaoudi,
hydrogen economy, and therefore, the circular economy, is slated General Manager of Unimagec Group, says, “Our energy sector has
to create a hub in Morocco when combined with its high potential great potential. Morocco is a key player in Mediterranean solar plant
of wind and solar. production. Morocco will seal even more partnerships to strengthen
Where energy is the engine of sectorial growth, water is its fuel, its presence to serve as a hub for South-South cooperation,
and Morocco currently has numerous desalination projects with reinforcing the cooperation with African countries, mainly in planning,
impressive potential. Adil Touyeb, Managing Director of Wilo North electricity supply and rural electrification.”
Africa, states, “Agriculture, tourism and energy all have a long-term Today Morocco operates as a strategic hub between Europe,
strategy, but the key to realizing all these strategies is energy and Africa and the Middle East. As the EU’s principal trading partner in the
water. Even in other industries such as the aerospace, aeronautics region, Morocco will also serve as a gateway between Sub-Saharan
and automotive sectors–all these sectors–need water, as well. Water Africa and the rest of North Africa.

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 MOROCCO REPORT BY REO COMMUNICATIONS

HON. MINISTER LEILA BENALI,

MOROCCO’S MINISTER OF ENERGY TRANSITION
AND SUSTAINABLE DEVELOPMENT

Emerging as a Center
for Renewable Energy
As Morocco plans to spend nearly €12 billion on green investments
over the next four years, Hon. Minister Leila Benali emphasizes
the country’s position as a hub for renewable energies.

W
hat kinds of policies and legislation is the Ministry How is the Ministry facing the issue of decarbonization?
employing to encourage the use of renewable We signed two partnerships on decarbonization and green
energy sources? hydrogen with the Ministry of Industry and Trade. We’ve already
Morocco is gradually reducing its dependence started working on four industrial zones where we will facilitate access
on foreign sources and will play a significant to renewable sources of energy from the private sector. It has more
role in supplying Europe than 800-gigawatt hours of production
with green energy. The Kingdom aims “Focusing on potential that could supply the industrial
to generate 52% of its electricity from areas in Morocco. Through these
renewable energy sources by 2030. We
renewable initiatives and others, we should be able
have a series of legislative arsenal that is sources, to cover the spectrum for decarbonizing
already in place. One of the few milestones the industrial sector. Energy efficiency is
in this regard was the 52% target that reforming the also a major pillar of our decarbonization
His Majesty the King announced in 2018 electricity sector, program, but also in the wider drive to use
which provided a guideline not only to the the existing resources better.
electricity sector but the energy sector as a and creating
whole, and also how we want to decarbonize partnerships How does Morocco position itself as an
the industry. The other milestone is the new development model ideal location for renewable energy for
which focuses on a new institutional framework and a profound and regional potential investors?
reform of the sector. And then there are a few other things that we’re
trying to do in terms of reforming existing laws. The last important
integration are Morocco has more than 250
gigawatts of onshore and offshore
feature is the certificates of origin. For the first time in our history, the three key wind potential. The country is well-
we will be able to trace electrons and determine if the electricity
used for production came from renewable sources or not.
pillars of our positioned to produce solar energy.
Much more important than the actual
energy strategy.” geographic potential is the stability of
How would you rate the importance of Morocco’s 2050 energy our regulatory framework and our ability
strategy? to attract investors. Our role as public players is in a way to define
The energy strategy is vital because it is core to our two very a one-stop shop for all investors that are interested in the potential
important wider national strategies which are the low carbon of the country. Investors usually look for simplified procedures,
development strategy for 2050 and our national strategy for visibility on the strategy, and stability of the regulatory framework,
sustainable energy. Our 2050 low-carbon development strategy and we have all the ingredients in place to offer that.
is embedded in our National Determined Contribution (NDC) to
climate change, to the net zero road map. We have a target of more What would you like to achieve as Minister?
than 82% of installed capacity based on renewables. Focusing on I want to decrease the cost of sustainable energy for the citizens
renewable sources, reforming the electricity sector, and creating of my country and our partners as well. I would like to pursue the
partnerships and regional integration are the three key pillars of our vision and ideology of the new development model. By decreasing
energy strategy. There is a golden opportunity to put natural gas at the cost of energy, our economy will become competitive and we
the center of this triangle. The first episode of our gas strategy is can create more jobs. To date, we have reached 99.6% of rural
to reverse our pipeline going to Europe. It is a historical moment for electrification in Morocco. The 0.4% are located in the most remote
Morocco and Africa because we will be reaching the international areas and are usually the poorest. I want to reach 100% of the
LNG market for the first time and it will be the first time that the flow population with non-traditional forms of energy and connection
will be reversed, instead of Africa being an exporter of commodities. through mini-grids and digitalization.

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REPORT BY REO COMMUNICATIONS MOROCCO

HON. MOHAMED SADIKI,

MOROCCO’S MINISTER OF AGRICULTURE, MARITIME FISHERIES,
RURAL DEVELOPMENT, AND WATER AND FORESTS

Ushering in a New Era

of Innovation in Agriculture
Hon. Mohamed Sadiki, Morocco’s Minister of Agriculture, Maritime Fisheries,
Rural Development, and Water and Forests, speaks of the impact the country’s policies
made in revolutionizing the agriculture sector.

H
ow would you rate the importance of the How does the Ministry of Agriculture ensure food security?
agriculture sector for Morocco’s overall economy National production through agriculture is one of the means
and what kinds of policies and legislations are we ensure food security. But no country can produce everything.
being applied to strengthen the sector? National production also implies the need to control the production
The agriculture sector employs 35 to 40% of inputs like fertilizers, seeds, and other factors of production
of the population at including machinery. The whole strategy
a national level. For rural areas, the “The whole for food security is sort of an equation
number goes up to 80%. The sector’s
contribution to the national GDP is strategy for food where you have to optimize what you
can produce, what you can control, and
between 13 to 15% depending on the security is sort what you can buy. In terms of securing
year. But if we include agroindustry, it water for agriculture, we invested around
goes up to between 18 to 20%. For all of an equation 60 to 65% of our investments in both the
these reasons, I would say agriculture
is the backbone of the Moroccan
where you have Green Morocco and Generation Green
plans on water management and water
economy. The vision that has been to optimize mobilization for irrigation. We developed
given to the sector in 2008 when the technologies for water economy, trying
Green Morocco plan was launched by His Majesty was for it what you can to produce more with less water. In 2015,
to be an engine of the social and economic development of produce, what we started to have sustainable water
the country. When the Green Morocco plan ended in 2020, sources and opted for the desalinization
the Generation Green plan started. The overall objective of you can control, of water. We also try to implement the
the Generation Green plan is to double the agricultural GDP,
increase exports, and enlarge the development of agriculture
and what you use of green energy such as wind-
generated energy. This is the approach
for small farmers. It has approaches that are based heavily on can buy.” that we have in Generation Green. In
technology and science. Human development is one of the key addition to this approach, we also have
objectives of the Generation Green plan. We would like to see important strategic cooperations with countries that are advanced
a new middle class in rural areas, increasing the income and in technology, like Israel, and some parts of the USA, like California.
social security of farmers. The plan’s second pillar focuses on
making agriculture more resilient. Why is now the best time to invest in Morocco?
Morocco has made really big progress in the agriculture
Where do you see the future of the agriculture sector in Morocco? sector. We have made advances in terms of knowledge and
The lesson that we have learned from past global crises is that governance of our economic sectors and improved our policies,
to ensure food security you need to improve your capacity of administrative procedures, and the business environment. In
production nationally and have a solid policy for agriculture and addition, we provide incentives to drive and attract investment.
the development of food production. Morocco has embarked on Geographically, Morocco is the window to Europe and the gate to
rewarding strategies since 2008 to develop national production. Africa, which is important for investors. The third point is that Morocco
The future of Morocco’s agriculture sector is very promising. has good relations and a lot of exchanges with other African countries.
Of course, we will face challenges such as climate change and We have remarkable initiatives to open shipping lines between Agadir,
population growth. In the next 50 years, the world needs to Casablanca and Côte d’Ivoire, Senegal, and other countries through
double its food production to feed the planet. We are focusing the sea. We have a lot of Moroccan businesses and enterprises
on increasing our productivity and yield, with the support of the that are highly active in Africa, which makes it easy for international
latest science and technology. investors to find somebody to partner with, to go to Africa.

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 MOROCCO REPORT BY REO COMMUNICATIONS

ENGIE

Providing Solutions for Morocco’s

Decarbonization Strategy
A trusted name in renewable energy, ENGIE is aiding Morocco
in achieving its decarbonization goals and sustainable growth.
ENGIE, a major international renewable energy years, and from 2026, ENGIE will increase capacity
company operating in Morocco, primarily provides by six gigawatts annually,” he says. Two gigawatts of
desalination, hydrogen, and power solutions. “ENGIE capacity roughly equals the annual power usage of two
operates across four main activities: renewables; million families in Morocco.
networks; thermal production, hydrogen, desalination, ENGIE has big ambitions, from large desalination
and batteries; and energy solutions linked to systemic projects to the green hydrogen economy. “Our goal
infrastructures, which work to include the government is to create a hub in Morocco with a high potential
and companies in Morocco’s decarbonization strategy,” of wind and solar and to transform this renewable
says Loïc Jaegert-Huber, CEO of ENGIE North Africa. Loïc energy into green hydrogen that can be stored and
ENGIE enables companies to decarbonize their Jaegert-Huber, transported. If you do this with renewables, it’s more
industrial and technological value chains. “We know CEO ENGIE circular and carbon-neutral, and promotes clean
the energy business, from renewables and services energy,” explains Jaegert-Huber.
North Africa
to thermal, water, and hydrogen projects. We have ENGIE has a presence in around 50 countries and
the skills to help companies, governments, regions, or has provided solutions in the region for almost 40
cities decarbonize their business models,” says Jaegert-Huber. years, making it a trusted source of investment. “The clear
The company’s other renewable energy activities include advantage of ENGIE is to be present within the entire value
onshore wind, offshore wind, and solar, which will have a chain—in renewables, of course, but also in networks, large
significant impact on energy generation. “We will add more infrastructures, energy solutions, and in all systematic ways,”
than four gigawatts of capacity each year for the next three says Jaegert-Huber.

CMGP.CAS

CMGP.CAS’s Bold Pan-African Expansion

CMGP Group is on an ambitious continental journey to expand
Morocco’s leadership in agricultural solutions in Africa.
Morocco has witnessed the emergence of a robust Plan that spanned 2008–2020, CMGP.CAS is confident in
modern agriculture industry that has positioned the the continent’s ability to address these challenges, and in
country at the forefront of agricultural practices in Africa. the group’s ability to deliver the required solutions at scale.
As Morocco’s leading agricultural inputs provider, CMGP. CMGP.CAS has several levers to accelerate its ongoing
CAS (CMGP Group) is a major player that is enabling the international expansion. “We already have three direct
industry’s technology upgrades, and the company is one subsidiaries and operate in several additional countries
of the leading benefactors of this trend. “Our mission is in West and North Africa,” says Moamah. “Those assets
to remain a high-performing, innovative, and committed combined with our unique market insights are our most
group facilitating the advent of modern sustainable Youssef decisive strength in expanding internationally.”
agriculture and infrastructure in Africa,” says Youssef Moamah, Global leaders seek partners with a broad continental
Moamah, CMGP Group Chairman and CEO. President of footprint and a deep understanding of markets and
Given the current challenges of climate change CMGP.CAS CMGP.CAS—at the cutting edge of irrigation, crop
impacting traditional agricultural practices that are still protection, crop nutrition, seeds, solar energy, and water
widespread in Africa, and the need to produce more food infrastructure—fits the bill perfectly. The sheer scale of the
to cope with strong demographics on the continent, CMGP.CAS has a group also enables it to be a leading partner on large-scale projects.
clear goal of improving the productivity, resilience, and sustainability of The company’s African roots and mindset are its ultimate
Africa’s agriculture. “The magnitude of the challenges and the scope advantages, confirms Moamah. “We proudly claim our Moroccan
of opportunities are calling for finer and deeper expertise that we have, and African roots and embody them in everything we do, from our
and which we continue to build and reinforce,” says Moamah. Given understanding of clients to our various CSR initiatives benefiting
the resounding success of the government-driven Green Morocco local populations everywhere we operate.”

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REPORT BY REO COMMUNICATIONS MOROCCO

WILO

Morocco’s Passion for Improved Water Management

Wilo’s products and solutions improve the lives of Moroccan citizens.
To accommodate high levels of growth, Morocco and digital transformation—that will significantly
is working relentlessly to improve its infrastructure influence people’s lives and societies in the coming
across a wide range of profitable industries. Wilo, a decades, in order to develop value-added and
European pump and pump system manufacturer, has energy-efficient products and solutions serving
a longstanding presence in the region. future population needs,” says Touyeb.
“Last year, Wilo celebrated its 150th anniversary Touyeb explains how Wilo’s water management
worldwide,” says Adil Touyeb, Managing Director of products boost profitability across a variety of
Wilo North Africa, a leading Moroccan manufacturing sectors throughout the country: “Water strategy
organization. “This was a very remarkable and Adil Touyeb, is among the most important for any country’s
precious year for us because it signifies a long Managing development. Besides the fact that it is vital for the
history for this company. It is a very rooted company Director population itself, water availability is a priority for
present in the building, water management, industry, of Wilo the government to ensure the country’s development
and OEM businesses. We are a company with high North Africa in almost all areas, such as agriculture, industry,
environmental consciousness, and we develop best- tourism, etc. That is why we expect big investments
in-class, efficient products and solutions to reduce in this sector as a response to severe drought and
climate change impact. Our business activities are in line water shortages, which are becoming structural challenges
with seven of the 17 UN SDGs, and Wilo aims to have all of its for our country and the whole North African region. Huge
production sites around the world carbon-neutral by 2025.” desalination projects have been announced, including the
Wilo maintains a high level of competitiveness in the dynamic biggest plant in Africa, in Casablanca, as well as a wastewater
manufacturing industry. “As part of its long-term strategic reuse program to ensure the watering of green spaces and golf
planning, Wilo has defined six megatrends—urbanization, water courses, which are particularly targeted in this context. We are
shortages, energy shortages, Globalization 2.0, climate change, in the right place with the right products and solutions.”

UNIMAGEC

Leading Sustainable Energy Solutions for Agriculture

Unimagec Group supports sustainable, low-cost energy for the agriculture sector
with expertise and innovative technology.
Founded in 2004, Unimagec Group is a financial holding market. We also assist farmers with irrigation systems and
company and group of companies that deal in agriculture- provide them with new technologies, where some systems
related areas, such as pipe manufacturing, real estate, can save up to 70% of energy and water. All these things
technology investment, and farming development initiatives can give our farmers a competitive advantage.”
to empower the Moroccan agriculture industry and support As the energy sector rapidly evolves, industrial groups
the green energy transition. With over 100 employees that like Unimagec are working with some of the world’s
provide high-level customer experience, strong aftersales largest players in concert with the Moroccan government.
service, and operations built on ethics and expertise, Leveraging valuable partnerships with the world’s best
Unimagec is a role model for the agricultural sector. “Our Badreddine suppliers, such as Longi, Jinko, JA Solar, Huawei, and
mission is to provide clean, sustainable, renewable, and Messaoudi, Kehua, Unimagec is providing energy solutions across the
low-cost energy to our consumers, communities, nations, General African continent.“Our energy sector is strong and has big
and continent,” says Badreddine Messaoudi, General Manager potential,” says Messaoudi, pointing out that “Morocco
Manager of Unimagec. “Our goals are to stand as the of Unimagec is a key player in Mediterranean solar plant production.”
leader in the market and participate in a sustainable Unimagec Group maintains an international mindset
improvement of Morocco’s economy by lowering energy costs.” through interconnected business developments and partnerships.
Food security and a healthy agriculture industry are vital to any “We are working on extending our business to other countries, such as
economy. “We use innovation to contribute to food security by Ivory Coast, Senegal, Guinea, and Mali,” says Messaoudi.“Morocco
accompanying hundreds of farmers on a strategy to decrease energy will seal even more partnerships to strengthen its presence, serve
costs and transition to clean solar energy,” Messaoudi explains. “In as a hub for North-South cooperation, and reinforce cooperation
this way, we can be one of the best competitors in the agriculture between African countries.”

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 MOROCCO REPORT BY REO COMMUNICATIONS

COOPER PHARMA

Creating an Inclusive Pharmaceutical Industry

An authentic Moroccan success story with high impact, Cooper Pharma offers a one-stop
pharmaceutical solution for its partners, patients, and the regional medical ecosystem.
For 90 years, Cooper Pharma, a leading Morocco- Cooper Pharma is collaborating with its
based pharmaceutical company, has served Africa and partners in Africa to make the region more self-
the global pharmaceutical industry. With impeccable reliant in pharmaceuticals, and the company is
pharmaceutical service that has transcended engaged in three types of medicine production and
generations, the company manufactures medicines on distribution. “We have in-licensing partnerships
par with EU quality standards. “Cooper Pharma was from multinationals, and we produce our range of
created in 1933 under a French company called Cooper branded generics. Our third model is focused on
Melun, and later became fully Moroccan in the 1990s,” innovation in two ways: the improvement of an
says Ayman Cheikh-Lahlou, CEO of Cooper Pharma. Ayman existing medicine, and partnering with universities
“We operate in West and East Africa, the Middle East, Cheikh-Lahlou, or startups, where we co-invest with them on their
and Europe.” CEO of Cooper existing programs and share insights on the medical
The firm’s vision is to make an impact beyond its Pharma needs of our region,” Cheikh-Lahlou says.
national geographic reach and share its expertise with Cooper Pharma’s mission is to fulfill the patient’s
other countries in the region, in the spirit of win-win needs at every level through the provision of innovative
collaboration. “We have eight manufacturing plants in Morocco, Saudi medicines through originator licenses, generics, generics plus,
Arabia, Côte d’Ivoire, Rwanda, and Spain, with headquarters located in and diagnostics. “We provide a one-stop-shop solution through
Casablanca,” says Cheikh-Lahlou.“We have a unique business model our over 100 medical representatives in key countries in Africa
because we manufacture medicine and also carry out licensing deals and the Middle East, on top of our home base in Morocco. Our
with almost 20 multinationals. We build tailored partnerships based international presence differentiates our firm from others,” says
on our partners’ needs, and we carry out distribution to make all the Cheikh-Lahlou, who emphasizes the convenience and impeccable
drugs accessible to Moroccan and African patients.” quality the firm brings to the pharmaceutical industry.

DHL MAROC

The Important Detail in the Big Picture

With a strong foothold in the transport and logistics industry,
DHL Maroc connects Morocco to the rest of the world and supports the nation’s economy.
A world leader in transport and logistics, operating in to reduce environmental impact. “The DHL group has
more than 220 countries worldwide, DHL Express is a a global plan to ensure that by 2050, we will have 0%
household name. Its operation areas include Morocco, logistics-related emissions,” says Ifrah. “DHL is engaged
a country with one of the best infrastructure rankings in in developing an electric airplane—the Alice, with the
the African continent. “DHL Express in Morocco started company Eviation—an initiative that will hopefully be
in 1987,” says Mohamed Ifrah, Country Manager of DHL completed in a few years. We have already started using
Maroc.“We are present in Morocco from Tangier in the electric motorbikes, vans, and trucks. We aim to change
North, Laâyoune in the South, and Oujda in the East. We all our vehicles to electric vehicles.”
were the first private express company or international Mohamed Ifrah, With a broad scope, DHL not only embraces Morocco’s
company to open the market. Our purpose is to connect Country economic growth by providing logistics services but also
people and improve lives,” Manager of extends support to less privileged communities. “We have
DHL Maroc operates more than 20 service points and DHL Maroc been working with SOS Children’s Villages for more than a
service centers across the country, deploying over 140 decade, and we have other associations spread around the
vehicles to serve its customers. “We have two gateways country where we support social programs,” explains Ifrah.
that allow us to connect Morocco to the world: Casablanca Accelerating transport and logistics solutions to today’s
International Airport and Tangier Airport, where we are the only challenges, DHL Maroc continues to bring Morocco ever closer
express company that enjoys a warehouse which is around 2,000 to the world.
square meters,” says Ifrah.
DHL Maroc’s services are accompanied by a persistent focus
on its carbon emission footprint and transitioning its operations

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REPORT BY REO COMMUNICATIONS MOROCCO

ORANGE MOROCCO

Raising the Bar for

Morocco’s Telecom Industry
By investing in its fixed and wireless infrastructure and reinforcing its internal
capabilities, Orange Morocco is providing superior telecom service, driven by its
objective to provide best-in-class connectivity to the entire Moroccan population.

F
or five consecutive years, Orange Morocco has their telecom services digitally. It is the most downloaded app
had the prestigious distinction of providing the in Morocco, with more than five million downloads” explains
best customer service in Morocco, as well as Kasteel.
being the nation’s best employer for six years. Morocco has one of the best ICT infrastructures in Africa and
Launched in 1999, it was the second telecom is often recognized as being the most connected country on
operator in Morocco and the company, along the continent. Orange Morocco is working to further promote
with other players in the telecom sector, has actively participated connectivity within the country. “We’re looking to ensure that we
in the country’s development over the past two decades. have the best possible connectivity with Europe by having three
Orange Morocco’s planned infrastructure deployment supports underwater cables connected to the continent,” says Kasteel. “We
the national government’s broadband have also invested in a Tier III
strategy to provide high-speed wireless certified data center to ensure
internet to the Moroccan population, data sovereignty for Moroccan
including those located in remote areas, customers and companies
as well as fiber optic connections to 50% while maintaining high levels
of the population. “Orange Morocco is of availability and quality.
owned by three entities: Orange Group,
one of the largest worldwide telecom
“We have highly Currently, our network covers
85% of the population with 4G,
operators present across 25 countries, skilled human so we don’t restrict ourselves
O Capital, owned by one of the most
successful businessmen in the country
resources, best-in- to just major cities. We also
collaborate with partners
and currently chairman of the company, Hendrik Kasteel, class processes, and when we don’t have coverage
CEO of
and CDG, an investment entity of the
government,” states Hendrik Kasteel, CEO Orange Morocco a state-of-the-art in remote areas.” Along with
its intention to expand its
of Orange Morocco. infrastructure.” services, Orange Morocco also
Orange Group serves 160 million recognizes the importance
customers in 24 countries, 17 of which are in Africa. “In of cyber safety in today’s interconnected world; it recently
Morocco, we’ve invested €10 billion over the last 20 years and introduced Orange Cyber Defense, Orange’s expert cybersecurity
we’ve signed a governmental agreement to invest another €560 unit to server companies in Morocco.
million in infrastructure development over the next three to five Orange Morocco’s positive impact extends beyond just the
years, “ Kasteel says, detailing the brand’s extensive reach and economic benefits. Through the Orange Foundation, which has
strong credibility in the marketplace. “In addition, a strong pool been active for 20 years, the telecom company participates in
of engineers graduates from Moroccan universities every year numerous corporate social responsibility initiatives. “We are
and looks forward to working for a multinational group such as committed to social inclusion for all and we strongly encourage
Orange. This means that our company has highly skilled human digital transformation by educating the younger generations,”
resources and best-in-class processes developed by the group, Kasteel says. “To this end, we are developing Orange digital
as well as the financial power to develop the telecom industry.” centers, providing youngsters with access to coding and
Orange Morocco is the leader in fiber deployment in Morocco, entrepreneurial skills free of charge.”
with a vision to make telecom services increasingly efficient and Kasteel believes that Orange Morocco is an ideal partner to
affordable for Moroccan customers, and the company is seeking establish and grow your business with, “We are passionate
partnerships with investors and institutions in the telecom about our customers and the service we provide,” he affirms.
ecosystem enterprises to reach this goal. “We have deployed “We drive digital technology innovation, and we have a strong
a fiber network from scratch in just three years. We now have understanding of the Moroccan market. We are working on
14,000 kilometers of fiber in the ground and supply more than a providing cloud services, digital portals, and smart cities, among
million homes. In addition, our app allows customers to manage other services.”

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 MOROCCO REPORT BY REO COMMUNICATIONS

WHY INVEST IN MOROCCO

The FDI Standouts Watchlist 2023 report has placed Morocco in third place among the world’s
top destinations for foreign investment as a result of the country’s solid macroeconomic
cycle. Its renewable energy potential and focus on driving exports are also guaranteeing its
position as an attractive investment destination in many sectors.

MOHAMED HORANI, SALAHADDINE MOUADDIB,

President of HPS CEO of Varun Beverages Morocco

“We have a lot of opportunities in the “Africa is developing faster than we think.
Moroccan market in all sectors: tourism, Morocco’s infrastructure, people, and
energy, technology, finance, etc. It’s education are developing and Africa has
not a very big market and we are an started booming. This is the right time
emerging country but that means you for foreign investors to get their foot in
have a lot of things to do. The second Africa. In other places in the world, there
point is that Morocco is a hub in the may be constraints or compliance issues,
region. Many multinationals have invested in Morocco before so they need to invest in a country that is close to them in terms
it was a hub for Africa, and today the Moroccan government is of regulations, compliance, and safety. Morocco is the perfect
doing a good job in putting concrete policies in place. We are choice for these countries that want to do business outside their
enhancing our ease of doing business each year, with support country or their continent. Let’s say a French company wants
from the King, whereby he is pushing to improve the country’s to do business in Africa, it’s much easier for them to come to
business environment in terms of justice, facility to create Morocco and do business with people who understand what
investments, human resources, etc. Our advanced regional they say. There are a lot of ties between Morocco and Europe,
structure also supports this initiative.” so it’s much easier to operate here and handle Senegal with the
Moroccan team. It’s also the right time because of the reshuffling
of the supply chain worldwide following COVID-19.”
BRAHIM EL JAÎ,
Managing Director of AfricInvest Morocco
REDA BAKKALI,
“Whether on the African continent or CEO of INEOS
in comparison with other emerging
countries, Morocco certainly offers one “Morocco’s connection with French-
of the best environments for investment speaking African countries is very
in general and foreign investment important. We have three flights a day to
in particular. Many sectors provide Senegal. Having these flights every day
interesting investment opportunities, is very important, not only for investing
whether in services, industry, or agriculture, many opportunities in Morocco but for at least 25 other
exist to take advantage of the North-South development countries. Morocco is the hub, it is the
(especially with eurozone countries) as well as through the gateway and opens doors. It opens businesses for all these
South-South development, where Morocco has already countries because there is a political relationship between
demonstrated its ability to become a reliable pan-African player. Morocco and these countries. Furthermore, Moroccan banks
Investing in Morocco means being at the crossroads of key have invested in these countries which in turn provides market
international trade routes. The country’s strategic position and information for them. Moroccan companies have established
free trade agreements with the EU, the USA, and Turkey are real sales operations in Africa with banks, service providers, big
levers for development that no other country in the region currently mining companies, chemical companies, etc., so there is a
offers. In addition, Morocco is a signatory to more than 50 non- dynamic between Morocco and these countries. We are working
double taxation treaties. Its political and economic stability and towards giving a high-quality touch to customers because we
its ambition for the development of private sector investment, are specialized; we are not generalized but constructed. We
clearly stated in the new investment charter, make Morocco a are specifically specialized in cloud infrastructure, and cyber
favorable destination for investors seeking impactful returns.” security, and we provide turnkey solutions to all our customers.”

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REPORT BY REO COMMUNICATIONS MOROCCO

HICHAM KABBAJ,
Managing Director of JESA

“Development in Morocco has been

really impressive. The regulations that
we have in Morocco support and provide
an edge that attracts investment and we
have seen a lot of companies succeed in
Morocco. Our shareholders have been
witness to that success and JESA has
become a hub in the region for them. At JESA, we are proud of
our special experience, references, professionalism, and world-
class expertise in delivering big projects. We attempt not to be
transactional; it is important to us that we work with people
and companies that we know as we focus on having the right
partners. So, if the partners have the right intentions, JESA will
be the best partner for them.”

JULIANNE FURMAN,
General Manager of Polydesign Systems

“All over the world, companies are

massively investing in factories that
produce semiconductors and while
Morocco may not be able to offer billions
of dollars in investment, they do play
a large role and there is a window of
opportunity to capture the production of
semiconductors chips, because we are much closer to Europe
than other producers geographically, politically and culturally. I
think that Morocco has all the cards to play for chip investments
here. Another thing is that Morocco has an incredible
infrastructure; it has an extremely advanced infrastructure such
as ports and highway systems, which is very unique and a real
advantage for the country. When you come to Morocco, you
realize that it is on a fantastic world-class level.”

ALI BEN LMADANI,

Founder and CEO of ABL Aviation

“If you are going to invest in Africa, it’s

good to invest in Africa from Morocco.
Its convenience makes it a good base. I
think there are a lot of incentives and a
lot of government services in place right
now. We have a very capitalistic, pro-
business, and supportive government
and people want to see more investments in Morocco. We’re
trying to move most of our businesses from public to private, so
this provides investors a good opportunity. Whenever you have
a government that’s trying to push private sector services, that’s
when you have opportunities.”

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 MOROCCO REPORT BY REO COMMUNICATIONS

MANUFACTURING ARTICLE

Building the Bridge for Business in Africa and Beyond

The manufacturing sector in Morocco there is one ministry in Morocco that has embraced digital trans-
formation for 15 years, it’s the Ministry of Finance,” says Youssef
has experienced impressive and Largou, CEO of Power Maroc.
innovative growth over the past few years. Morocco actively encourages and facilitates foreign investment,
particularly in export sectors like manufacturing, through positive
macroeconomic policies, trade liberalization, investment incentives,
At the confluence of Europe, Sub-Saharan Africa, and the Middle and structural reforms. Lerla Jebbari, General Manager of Schnei-
East, Morocco seeks to transform itself into a regional manufac- der Electric, states, “We have the competencies, the political stability,
turing and export hub for international companies by leveraging its and all the ingredients to be secure to do business in Morocco.”
geographically strategic location, political stability, and world-class In addition, the government of Morocco is implementing strate-
infrastructure. Across numerous sectors, manufacturing aids in job gies to boost employment, empower the Moroccan people, attract
creation and value addition and pushes the government’s develop- foreign investment, and raise performance and output in key reve-
ment strategy forward. Samir Lebbar, CEO of Procter & Gamble North nue-earning sectors. Among Morocco’s many resources, its people
Africa, states, “Morocco has a unique geographic position, which al- are its most valuable assets. “Morocco is a source of talent,” says
lows us to go to all similar markets across many continents.” Lebbar. “Moroccan talent is very versatile and very entrepreneurial.
The potential of the manufacturing sector is amplified by its The people are very open to the world because of the unique position
multisectoral reach, where it has worked to enhance growth and of Morocco at the crossroads of Europe, Africa, and the Middle East.”
impact in sectors such as finance, ICT, agriculture, and aerospace. Sustainability is a vital part of the government’s development plan
As one of the nations with the best telecom infrastructures in Afri- but also in the business philosophy of many companies within the
ca, the Moroccan manufacturing sector is aided by companies that manufacturing sector. Mounir Naciri, General Managing Director of
provide sustainable digital solutions. Digital transformation ini- Smurfit Kappa, states, “Sustainability is a part of our DNA. When we
tiatives are directed toward energy management and automation talk about sustainability, we don’t only talk about the sustainability
across segments including mining, residential, and data centers. “If of our products, but the sustainability of our legacy.”

ALSTOM MOROCCO

Alstom Added €23m to Morocco’s GDP *

Alstom Morocco’s first socioeconomic impact study, released in partnership
with Ernst & Young, reports a sizable contribution to the country’s GDP.
“We support almost 1,500 jobs and are “We support to reducing the country’s GHG
growing the Moroccan economy as we emissions by 17% by 2030,
create a railway ecosystem by hiring local almost compared to a business-as-
talent and training them, with women usual scenario. Improving public
accounting for 40% of Alstom Morocco’s
1,500 jobs and transport networks is central
employees, “says Mama Sougoufara, are growing the to government plans to meet
Alstom’s Managing Director of the MENAT this target, as road transport is
(Middle East, North Africa, and Turkey) Moroccan economy the second-largest producer of
region.
Mama as we create a emissions in Morocco, behind the
Moroccan authorities have identified Sougoufara, production of electricity and heat.
access to transport as an essential factor for Managing
railway ecosystem Passenger trains now
social progress and economic development operating in Morocco produce
and are focused on growing transportation
Director for the by hiring local talent 89% less CO2 per passenger, per
MENAT region
infrastructure. Morocco’s national railway and training them.” kilometer, compared to cars. “We
operator, ONCF, carried 34.4 million people in will continue to make a strong
2021, a 63% increase over the previous year, with Alstom’s high- contribution to the decarbonization of the industry and reduce
speed trains halving travel time between Tangier and Casablanca, our operational emissions,” Sougoufara says. “By 2025, half
from four to just two hours. of Alstom Morocco’s electricity consumption will come from
In its Nationally Determined Contribution that Morocco renewable energy produced on-site.”
presented to the United Nations Framework Convention on
Climate Change (UNFCCC), Morocco’s government committed (*) From April 2021 to March 2022.

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REPORT BY REO COMMUNICATIONS MOROCCO

SALIDOR

Salidor’s Ambitions
for International Trade
As Morocco continues to strengthen its plethora of industries
and its national sovereignty, Khalid Saghiri, General Manager of Salidor,
explains how this innovative company is looking to modernize
its distribution channels and seeking foreign investment opportunities.

K
halid Saghiri, one of the leading figures in the not because of the lack of know-how. We can make the products,
Moroccan manufacturing industry, is the General but they need to be price-competitive, or else it’s very difficult to sell
Manager of Salidor, which primarily produces them to other countries.”
mattresses, pillows, and foam. “Since we are in The Made in Morocco movement is helping to make the country
the furniture business, we mainly create products more competitive against global manufacturing giants and also
that respond to the requirements of the consumer accelerating expansion. “We see that both the private and public
in terms of comfort, affordability, and sectors are putting a
sustainability as well as innovation,” says sizable effort into that
Saghiri.“This is one of the major areas that label—Made in Morocco—
we have focused on for the last five years. because the global
We want to differentiate our products from economy is changing, and
the competition in this sector by introducing due to COVID-19, we were
products incorporating innovative smart able to see the potential of
technologies—like our newly launched Morocco,” says Saghiri.
mattress brand iBed, which is the first smart The increased devel-
and connected mattress on the Moroccan opment seen throughout
and African markets.” Morocco and the country’s
Salidor continues to increase its market Khalid Saghiri, “We have an innovation growing pool of skilled tal-
share within Morocco, and beyond. “The General Manager lab that is always ent have helped the coun-
Moroccan economy has a big chunk of of Salidor try become more attractive
traditional distribution channels which still
introducing new to foreign investors. “Since
play a major role in the Moroccan economy,” technologies and features we are building this infra-
says Saghiri.“So, we started by establishing a good foothold in the in our products.” structure using Moroccan
traditional distribution channels all over the country, from North to human resources, we ac-
South and from East to West. Ten years later, we introduced our quire skills, attracting foreign companies to invest in Morocco. Of
products to the modern distribution channels, especially the mass course, the higher-skilled that Moroccan human resources are, the
retail ones, and from then on, the growth was pretty significant.” greater improvement we have, as human capital is the main ele-
Salidor plans international expansion, and Saghiri explains that ment in moving the country forward,” Saghiri says.
“The market here in Morocco is also kind of shifting into more Salidor has solid status within the Moroccan manufacturing
internationalized styles and aesthetics which we are helping to bring industry and the company desires to collaborate with more
into the local market. Understanding international markets will also international investors. “We have a good reservoir of talented
allow us to increase exports because we’d very much like to export engineers in our area and a partnership with SiliconeSignal
to neighboring countries in Europe and also to Africa. Introducing Technologies—our group’s innovation lab,” says Saghiri.“We have
state-of-the-art AIoT technologies into the furniture sector will be different products in our pipeline and different granted patents, and
the primary strategy toward achieving this goal.” even three that are being examined by the USPTO and the EPO. For
Saghiri is supportive of the popular Made in Morocco government these, we will definitely be looking for international partners because
initiative that is helping to draw in more investors to the country’s the market is not the local market, but mainly international and the
manufacturing sector. “The ecosystem initiative is very important United States and European markets.”
and the Made in Morocco initiative is also very important,” he
says.“We know that the investments that the government has
made in different infrastructures and the involvement of Moroccan
companies foster the advancement of local technical expertise, k.saghiri@salidor.com
allowing us to produce a variety of products that previously we could www.salidor.com

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 MOROCCO REPORT BY REO COMMUNICATIONS

GROUPE SANCELLA / SOTUPA

Helping Women Live Fearlessly Every Day

CEO Farouk Zouhir explains how Sancella Group is bringing high-quality
feminine care products to teens and women in every small, medium, and large store,
with the right assortment and various consumer value propositions.
While Morocco continues to build a prosperous brands like Nana in the North African and West
manufacturing industry, Sancella Group continues to African markets. Today, Sancella is a market leader in
manufacture and market a range of highly regarded Libya, Tunisia, Senegal, and Gabon.
cosmetic products. Sancella Maroc—also known as As the company continues to dominate the regional
the Nanacompany, as it is primarily known as the cosmetics industry, Sancella remains competitive
distributor of the global brand Nana® (an Essity® with its brands, which include Lotus®, Tena®, Tork®,
company franchise)—defines its mission as bringing Libero®, and Peaudouce®. Then there is Sensea®,
high-quality feminine care products to the Moroccan a cosmetics brand owned by the group, and the
consumer. Its products are widely distributed in many Farouk Zouhir, cleaning brand Forza®, acquired from a Moroccan
stores, from upper trade to traditional small shops, CEO of entrepreneur.
with three different tiers of consumer value. Sancella Groupe Farouk Zouhir, CEO of Sancella-Sotupa Group, says
is also engaged in feminine empowerment through its Sancella/Sotupa that as consumers gain access to more affordable
Nana® brand, under the “Live Fearless” slogan. products for their everyday needs, building a platform
The story begins with the Sotupa Group, a family for export from Morocco will be Sancella’s next step
business that launched the first disposable feminine care moving forward. “Morocco is our fastest-growing business
products for the Maghreb region in the 1970s. In 1995, the market in the region,” he says.“The government incentives for
company, along with Swedish company SCA, created Essity, the industry coupled with the efficient logistics connections
which specializes in hygiene and health products. Since then, between Morocco and African markets encourage us to invest
Sancella has manufactured products and distributed global in a large production capacity to export to West Africa.”

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REPORT BY REO COMMUNICATIONS MOROCCO

GLEN INVEST

Seizing Morocco’s Industrial

Investment Opportunities
Glen Invest founder and President Hassan Bennis sheds light on Morocco’s potential
to alter the European/African manufacturing landscape, and on Glen Invest’s mission
to inspire positive change through job creation.

F
ounded in 2013, Glen Invest is a Moroccan
investment company specializing in the creation,
acceleration, and development of industrial
enterprises. With a vision and mission to advance
partnerships between Europe and Africa, Glen
Invest participates in developing the region’s
ecosystem to industrialize the country, create jobs, and generate
value through its Moroccan brands.
Since its inception, Glen Invest has steadily grown, focusing
its resources on becoming a competitive player in the global
manufacturing industry. “Through our credibility and our geographical
position, we aim to create an industrial hub for Africa in Morocco, and
that is why we invest in long-term manufacturing projects for the Alongside its mission to nurture the growth of Morocco and
African market,” says Hassan Bennis, Glen Invest’s President and CEO. Africa as a whole, Glen Invest is committed to its operations
Glen Invest has positioned itself to explore and develop industrial and potential to create jobs. “Part of our vision is to create job
investment opportunities by embracing all the strategic and opportunities,” says Bennis. “Especially after the pandemic, the
geographic benefits that Morocco has to offer. In seizing Morocco’s African job market has been heavily impacted. This is why our duty
natural competitive advantages, Glen Invest as a Moroccan and African industry is to add more opportunities
has pursued a partnership strategy that to work in an environment that reinforces the value of our local
unites Morocco with Africa and Europe, while products in order to compete with the international market. With
benefiting from Morocco’s international more industries, we will be able to position ourselves as a key
position and the full value of its stability player in the global market.”
and growth potential. “We believe that with Glen Invest’s upcoming projects will create 220 direct jobs, with
Glen Invest, Morocco offers an amazing projections showing the creation of up to 1,000 new jobs in the coming
opportunity to answer all of the African years. While the need for investment is great, the growth opportunities
market demands. Our thinking focuses on are even greater, and regional development projects in many parts of
the dual relationship that Morocco has with the country will continue to develop Morocco’s economy.
Africa and Europe. That’s our long-term By focusing on local development and the potential to impact the
Hassan Bennis, strategy: to bolster our business relations European market, companies like Glen Invest are doing their part in the
President of with them and act as the bridge for the empowerment of the Moroccan people by making tangible economic
Glen Invest African market,” Bennis says. and social impacts. Morocco is making its mark in Africa and Europe
Through various projects, Glen Invest’s as a strategic partner, which is contributing to the improvement of
manufacturing ventures are taking off in the Moroccan livelihoods and creating more autonomy for the nation.
cosmetics, derma-cosmetics, and nutritional supplement industries. “The time is now to re-localize industry from Europe to Africa,
“Our factory will begin manufacturing in Morocco by the beginning and create industrial autonomy in Morocco,” Bennis says. “For
of January, and in the next three to five years, two or three more us at Glen Invest, we believe in the Moroccan industry and the
facilities in East and West Africa will be built,” says Bennis.“This is Moroccan people.”
why partnerships are important. There are agreements between
Europe and Africa, and the transportation of our local products is
9, Rue des Tilleuls, Anfa. Casablanca, Morocco
facilitated thanks to this. Morocco has a truly strategic position for Phone: +212 5 22 36 27 98 / +212 5 22 94 27 88
trade and industry.” Within the next six months, Glen Invest, alongside Fax: +212 5 22 36 27 95
two strong European investors, will also launch a large-scale project contact@gleninvest.com
geared toward a large segment of the African population. www.gleninvest.com

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 MOROCCO REPORT BY REO COMMUNICATIONS

ANFA REALTIES

Bringing Affordable
Luxury Housing Units Closer to Home
In Morocco, Anfa Realties is making affordable luxury real estate developments
a reality through its high-end housing units, strategic partnerships,
and commitment to local communities and the environment.

E
stablished in 2006, Anfa Realties is a real estate our middle class because luxury shouldn’t just be for the high-
developer in Morocco specializing in high-end end categories. We are democratizing housing and residential
housing projects. Anfa Realties mostly operates housing compounds in Morocco, making it possible for more
in the Casablanca region and has completed a people to afford to live in a townhouse or a small villa.” The
wide range of development projects ranging from concept of affordable luxury has proven to appeal to middle-
commercial real estate and shopping malls to class customers with refined tastes, and as a result, Anfa Realties
medical centers and hotels. stands out in the Moroccan market.
“We provide high-quality affordable luxury developments with Anfa Realties has a strong reputation that speaks for itself,
competitive prices and a distinct lifestyle. Our last project was fully and the organization is recognized for its accountability and
commercialized in less than 20 months,” says Younes Essassi, for delivering housing projects on time. Essassi explains that
CEO of Anfa Realties, highlighting that few real estate companies the company’s proven track record of keeping its word has
can compete with this achievement. strengthened its relationship with real estate buyers. “We’re
Offering a plethora of housing options with opulent features, acquiring a certain amount of trust from the Moroccan public,” he
Anfa Realties operates with a focus on luxury housing that sets it says. “As soon as people hear the name Anfa Realties, they know
apart from the competition. “We deliver excellent quality and prime they have a renowned and reputable organization that can deliver
locations. Our main target is high-quality and affordable luxury high-quality housing compounds at a competitive price. We can
housing,” says Essassi. complete a project in less than 24 months—from planning the
One of the firm’s recent projects, Aeria Park, in the prime location project and acquiring land to the development and outsourcing of
of Casablanca’s financial district, boasts an impressive investment the project’s construction, all the way to unit handover.”
of US$72 million and occupies 20,000 square meters, including Essassi attributes his firm’s productivity and success not
a shopping mall, four residential towers, and a business center. only to its seasoned knowledge of the real estate industry in
“Aeria Park is located in the heart of Casablanca Finance City,” says Morocco but also to its overarching goal of creating value and
Essassi.“The apartment units are now complete, and 90% of them making a difference in the country’s market. “The key is to have
are sold. Aeria Mall is scheduled to open by the end of the year ethics and values,” he says.“I’m glad to be able to work in my
and has 25,000 square meters of gross leasable area, a multiplex country. I’m not driven by money; I’m driven by challenges. Our
cinema including Africa’s largest movie screen, a fitness center, a goal is to become a global company and not merely collect
leisure area for kids, and almost 800 parking spots.” money in profits. We take pride in achieving new milestones in
Anfa Realties’ projects have contributed to the upscale trend the country’s real estate market.”
in Morocco’s housing industry by redefining the accessibility of Staying one step ahead in the competitive real estate industry,
luxury residences. “The vision is to offer high-quality buildings Anfa Realties places high importance on ensuring that all its
at a very competitive price. We want to add value to the country construction work is environmentally conscious. “We make
in terms of quality,” says Essassi.“We’re offering products to sure that we develop high-end housing units and projects in an

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REPORT BY REO COMMUNICATIONS MOROCCO

ANFA REALTIES

environmentally friendly way. If our projects are not aligned with positive reputation and ability to open doors to the country’s real
our environment-related values, we don’t pursue them. We value estate market for foreign investors.”
finances, but the environment is more important,” says Essassi, Essassi points out that the firm’s solid knowledge of
emphasizing the importance of sustainability, and that the real international law is an invaluable asset in building strong business
estate industry can simultaneously innovate and be sustainable. partnerships. “We are in the process of investing at an international
Against the backdrop of Morocco’s thriving real estate market, level, so we know the key performance indicators (KPIs) that drive
which in 2022 was ranked fifth among the world’s best real estate the real estate market. Anfa Realties is founded upon the values
investment destinations by Live and Invest Overseas (LIOS), Anfa of transparency and ethics, which make us a reliable choice for
Realties’ housing projects offer features that appeal to international potential investors,” he says.
buyers in the Moroccan market. “If we offer Apart from extending the availabil-
opportunities, both local and international
buyers will find it appealing. Casablanca,
“We ity of luxury properties, Anfa Realties
supports communities through its
Rabat, and Tangier particularly have commercialize regular charitable contributions and
substantial real estate markets,” notes
Essassi. “The vision of our organization
high-quality corporate social responsibility initia-
tives. Many of its CSR projects are
is to create the right product for the right housing focused on education and faith and
people at the right time.”
In pursuit of this mission, Anfa Realties
units with are designed to make a difference in
the lives of the people within these
has goals for expansion, seeking to extend competitive communities.“Corporate social re-
its high-quality services from Morocco sponsibility is extremely important for
to overseas markets. “Our goal is to be
Younes Essassi, prices and Anfa Realties, which means that when
Chief Executive
global in the foreseeable future,” Essassi Officer of a distinct we conduct projects, we make sure
says.“We’re looking at the real estate that we give back to our community,”
market in Portugal, France, and Spain.”
Anfa Realties lifestyle.” explains Essassi. “We built mosques
With a highly qualified and well-educated for communities in an area in which
multilingual team, Anfa Realties has not only the drive to expand its we do not operate; we spent over €300,000 on one of the
business, but also the expertise and qualifications to connect with mosques. In addition, we constructed five schools to support
a multicultural market and customer base. people in obtaining a proper education. When we come across
Offering potentially lucrative returns, real estate is among the issues that are affecting the community in terms of health and
most sought-after investment sectors worldwide. Anfa Realties other important sectors, we try to intervene and contribute to
positions itself as a versatile firm that can deliver a range of the best of our ability.”
services in this market. “There is huge potential in Morocco, and I Much like its housing projects, the company’s CSR initiatives
believe there are no projects we cannot do. The country is big, and are not simply about constructing an edifice, and Anfa Realties
we are always looking for new projects,” says Essassi. “By doing believes in shaping the future and giving back to the nation on
business with us, people can be assured that their money is not a much larger scale. By creating jobs and developing the real
only safe but appreciates over time. I look for fruitful long-term estate ecosystem, Anfa Realties directly contributes to Morocco’s
relationships with partners that respect the market and liquidity.” economic development.
Anfa Realties believes that, aside from finances, a strategic
partnership is an opportunity to enjoy mutual benefits, says
Essassi. “If investors wish to come to Morocco to invest, we
focus on the expertise they bring and not so much on finances.
Rue N°1 Villa N°13 Lot Wakanati,
If they want to be associated with us, they must be able to offer Ain Diab, Casablanca, Morocco
something more than finances, such as knowledge and technology Tel.: +212 522 25 04 04
transfer, or propose novel ideas on the means of doing business. info@anfarealties.com
We want to learn something and grow. On our end, we have a www.anfarealties.com

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 MOROCCO REPORT BY REO COMMUNICATIONS

SOCIÉTÉ GÉNÉRALE

Société Générale Maroc’s Role as a Market Leader

With over 100 years of experience in the finance sector, Société Générale Maroc continues
to foster growth amid Morocco’s abundance of favorable investment policies and ventures.

Boasting financial stability and consistent growth, the state, to the entire ecosystem. We believe very
Morocco is a prime location for many foreign much in our capacity for innovation. So, we continue
investment opportunities, and Société Générale Maroc to innovate, in particular by accompanying major
has been actively supporting Moroccan businesses for changes, in terms of digital and also in terms of
110 years. innovation.”
“Société Générale Maroc was founded in 1913, and Société Générale continues to expand across a vast
it operates in all business lines, in all activities, and at range of affluent locations. “Société Générale Group
the same time, in all markets and all clientele, “says in Morocco is developing, as is Africa,” he says.“In
Ahmed El Yacoubi, Chairman of the Management Ahmed the next few years, we are opening a new building
Board of Société Générale Maroc. “After more than 100 El Yacoubi, in Casablanca Finance City that will house both our
years, we still operate in Morocco, and we also have Chairman of the Moroccan teams and our teams working for Africa.”
operational work, particularly in the IT business. We Management Société Générale is growing along with Morocco’s
do this through a subsidiary called Société Générale Board of Société profitable markets. “The growth is already taking
Africa Technologies and Services, which operates Générale Maroc place and, thanks to the group’s expertise, the Société
on behalf of the Société Générale Group throughout Générale Group is now one of the most successful
Africa, whether in sub-Saharan Africa or the Maghreb.” players in infrastructure, investments, and energy transition,”
As one of the largest and most established financial services says El Yacoubi, who highlights that Morocco is a perfect place
leaders in the market, El Yacoubi elucidates how he keeps this for intuitive investment ventures. “It seems to me that Morocco
corporation dynamic and competitive: “We bring the expertise has also managed to see monetary stability within the global
of Société Générale Group, here in Morocco, to our clients, to macroeconomic framework,” he says.

CLOSING ARTICLE

A RESILIENT AND THRIVING FINANCIAL HUB

Morocco, a North African nation with a work for the banking sector in Morocco is
population of over 35 million, has a strong well aligned with international standards.
financial and banking sector with ample On the other hand, the banking sector is
capitalization and profit and an uncanny relatively well consolidated with quality
resilience to economic jolts. With aspira- players and systems of governance and
tions of becoming a premier finance des- risk management that have helped cush-
tination, Morocco has been strategically ion the shocks of economic cycles.” In a
pouring resources into key industries such similar vein, Idriss Bensmail, General Direc-
as banking, insurance, telecommunica- tor of Reim Partners explains the strength
tions, and finance, positioning itself as a of Morocco’s banking sector. “We’re well
rising hub for financial innovation and growth. “Morocco is regulated and that has allowed many companies to develop
a country with an open economy to Africa, and you can wit- during the last 20 years, during the reign of the new King Mo-
ness this in our banks, insurance sector, real estate, medicine hammed VI. The financial sector has been very helpful for the
industry, automotive, telecommunications, and we have free development of the private sector as it is well supervised by
trade agreements with many big countries including the USA, the Central Bank,” he says.
Great Britain, Europe, Middle East, and Israel. This opens new Another key indicator of Morocco’s impressive performance
opportunities and is an example of the diversification of the in the financial sector is the flow of liquidity. “The flow of Mo-
economy. I encourage people to invest in Morocco,” notes rocco’s liquidity through all levels of the economy is good. It’s
Bachir Baddou, General Manager of the Moroccan Insurance extremely important for the consumer to have access to fi-
and Reinsurance Federation (FMSAR). nancing, whether on a personal level or small corporate level,
Morocco’s robust financial system supports the nation’s or a large corporate level. These layers of liquidity flowing
thriving business environment through a strong regulatory through the economy, provide another important infrastruc-
framework. Ahmed El Yacoubi, Chairman of the Management ture and background for the rest of the economy to grow,” says
Board of Société Générale Maroc, says, “The regulatory frame- Nawfal Bendefa, CEO of Aradei Capital.

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REPORT BY REO COMMUNICATIONS MOROCCO

Recent events around the world have highlighted the deep importance of global cooperation and
collaboration whereby the connection between nations plays a key role for the emergence of a new
world order. Through its successful and important series of country reports, REO Communications
is keen to provide links between cultures, values, industries, sectors and markets in a bid to journey
towards a future that abounds in peace, promise and prosperity.

www.reocomumunications.com
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