Food processing

industry
From Morocco

Centuries of rich tastes

Fancy food show
NEW YORK, JUNE 29th - JULY 01st, 2014

LEVEL 3
BLOCS : 2000-2032 / 2105-2133
2104-2130

EXHIBITORS DIRECTORY
 EXHIBITORS
DIRECTORY

2
 6 INSTITUTIONAL PARTICIPANT :
MAROC EXPORT
MOROCCAN EXHIBITORS COMPANIES :
12 AICHA - LES CONSERVES DE MEKNES
14 ATLAS OLIVE OILS
16 BEST SERV ELECOM
18 DARI COUSPATE
20 FACONEX
22 FINETTI
24 GIE TARGANINE
26 INDUSALIM
28 KAYNA GROUP
30 KING PELAGIQUE GROUP
32 LES FRIGORIFIQUES BOUZARGTOUN
34 MYBIO
36 OLI ARGANA
38 SICOPA SA
40 SILVER FOOD
42 TAJINI SA
44 TRIA GROUPE
46 UNIMER SA (UNIMER GROUPE)
48 URCIMAR SA
50 VINAIGRERIE MOUTARDERIE DU MAROC
53 3 SECTORIAL DEVELOPMENT PLANS
61 MAIN SECTORIAL INDICATORS

4 SUMMARY
 INSTITUTIONAL
PARTICIPANT

6
 Moroccan Centre for Export Promotion
Maroc Export Our Activities CONTACTS
• We organize Moroccan participation to Mrs. Zahra MAAFIRI
About Us professional international sector-based fairs to Managing Director
increase international exposure for the products
The Moroccan Centre for Export Promotion is a governemental institution founded on and services oriented export; Mrs. Nadia RHAOUTI
December 17, 1976 (Hija 25, 1396) by Dahir NO 1-76-385. Sectorial Director
• We set up business missions with B-to-B
The Centre is in charge of promoting the export of industrial and agricultural products, services, meetings for direct marketing towards foreign
and any products that do not fall under the jurisdiction of other administrations or organizations, customers in targeted markets; Mrs. Hasnaa ALAOUI
by virtue of law or regulation. • Our high level institutional missions target Communication Director
decision makers of major international prime
In fact, handicrafts and tourism promotion are governed respectively by The House of contractors in order to strengthen their sourcing Mrs Loubna ALQOH
Handicrafts and The National Office of Tourism. from Morocco. Head of Agribusiness Department
• Our large-scale multi-sectorial missions
Our Strategic Missions facilitate the penetration of Moroccan
M. Abdelhamid ACHWAQ
exporters into the sub-Saharan and MENA
Senior Adviser
• Promoting Moroccan exportable goods in international markets, in accordance with national markets;
sectorial strategies;
• Expanding markets for Moroccan exports;
• Our Sectorial communication campaigns
guarantee a better positioning of the
ADDRESS
• Supporting the internationalization of Moroccan companies; Moroccan products and services oriented
• Organizing business information systems at the international level, in collaboration with
23, rue Bnou Majed El Bahar
export on international markets;
economic and trade representations abroad 20000 Casablanca Morocco
• Our Business-to-Consumer (B-to-C) operations
• Conducting studies on the exportability of Moroccan products and on the characteristics of Phone : +212 522 30 22 10
facilitate the referencing of Moroccan
foreign markets; assisting exporters in their marketing efforts and advertising Moroccan agricultural products with major international
+212 522 30 75 88
products abroad; retail chains; Fax : +212 522 45 05 57
• Providing input in the development of global trade policies and a consistent program for • We invite foreign decision makers to Morocco E-mail :
promoting the exportation of manufactured products; in order to promote Moroccan quality and exportateurs2014@marocexport.gov.ma
• Guiding public and private investors towards products that can be quickly assimilated into know-how. Web : www.marocexport.gov.ma
foreign markets with the best possible conditions; • We conduct training and information sessions
• Contributing to the training of foreign trade professionals in export promotion techniques, to help identify the Moroccan products and
information and marketing; services oriented export.
• Proposing legislative and regulatory texts necessary for the accomplishment of its mission.

8 8
 EXHIBITORS

10
 CONTACT LES CONSERVES DE MEKNES established in 1929, has built its reputation of
M. DAN DEVICO excellence around the famous brand of jams AÏCHA before extending its expertise to
General Manager
tomato paste, sauces tagines, condiments and refined oils and olive oil.
Dan.devico@aicha.com
AICHA Representative Office – USA True to its tradition of quality “beyond the norms” LES CONSERVES DE MEKNES has
AICHA USA LLC become a reference in the agro-food industry in Morocco. Starting with the selection
75 WALL STREET, MANHATTAN- 11001,
NEW YORK - ETATS- UNIS of raw materials to satisfying the on-going changing needs of consumers and the
Phone: +1 201 585 8730 introduction of new technologies in the production process LES CONSERVES DE
FAX : +1 201 585 8575
MEKNES gives itself the best assets to reinforce a well-deserved leadership.
To find out more about LES CONSERVES DE MEKNES-AICHA, please visit our website:
ADDRESS www.aicha.com
LES CONSERVES DE MEKNES - AICHA Quartier
Industriel Aïn Slougui - B.P. 217 50000 Meknès
Phone : +212 535501790
Mobile : +212 618537853
Fax: +212 535501642
E-mail: jamila.aitakka@aicha.com

PRODUCTS
Argan oil, Truffles, Argan Oil, Pasta sauces, Pizza
sauce, Preserved Lemons, Olives, Capers, Jams
Tomato paste, Ready to use Sauces for Tajines,
Condiments, Seed oils, Olive oil

BOOTH LOCATION
2024

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 CONTACT THE GREEN GOLD OF MOROCCO
M. Othmane AQALLAL To make olive oil is a real art. In Morocco, this art has a name: Atlas Olive Oils. The
Managing Director
story begins in 1887 when Boujida Aqallal was producing his famous extra virgin olive
Mrs. Meryem AQALLAL
Director oil. Since then this noble art has been passed within the Family from generation to
generation.

ADDRESS It is alive today through its internationally awarded product line: Les Terroirs de Mar-
110 Bd Yaacoub el Mansour - 20100 rakech, Desert Miracle and Atlas.
Casablanca - Morocco The Company Atlas Olive Oils is today the largest integrated producer in Morocco
Phone : +212 522 981125 or 26
Fax : +212 522 982485 and exports in the world’s four continents.
E-mail : info@atlasoliveoils.com After four years of intensive research and development with a team of reputed Doctors
Web : www.olivie.ma
www.atlasoliveoils.com and Nutritherapists, Atlas Olive Oils through its subsidiary Olivie Pharma, conceived
a line of products very rich in antioxidants coming 100% naturally from the olive tree.
The product line Olivie is the result of an integrated project that includes the olive
PRODUCTS tree growing, the olive transformation and the applied research for a wider and more
OLIVIE BABY/KIDS
OLIVIE FORCE efficient use of the olive’s health particularities.
OLIVIE PLUS 30X The project resulted in the creation of four new products: OLIVIE Plus 30X, OLIVIE
OLIVIE BEAUTY
Force, OLIVIE Baby/Kids and OLIVIE Beauty.
ATLAS Olive Oils
LES TERROIRS DE MARRAKECH
DESERT MIRACLE

BOOTH LOCATION
2112

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 Best Serv

CONTACT Our company Best Serv is the important firm located in Casablanca, has been

M. Ouahib Ayoub producing and exporting the bio argan oil.

Manager We star tour business by serving some of the most prestigious restaurants and specially
food stores in Europe, golf and Asia .

ADDRESS Our company Best Serv is a dynamic firm which Works closely with customers.

39, Bd Lala yacout 5 etage App D The structure of our company enables us to have greater flexibility in responding to

Casablanca-Morocco market demands.

Phone : (212)656 72 32 70
(212) 612 73 83 59
Fax : (212) 522.98.18.55
E-mail : bestservice@outlook.fr

PRODUCTS
Pure extra Argon oil 100% BIO

BOOTH LOCATION
2126

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 CONTACT
M. Hassan Khalil
Chief Executive Officer
ADDRESS
DARI COUSPATE, Quartier Industriel Zahra El
Oulja - Sale - MOROCCO
Phone : +212 5 37 80 87 21/38
+212 5 37 81 11 15/19
Fax : +212 5 37 80 87 43
E-mail : info@couscousdari.com
Web : www.couscousdari.com
DARI is the Morocco’s leading company in Couscous & Pasta Markets, it is also the
largest exporter. DARI Couscous is available in more than 42 countries (USA, Canada,
Brazil, France, UK, Netherlands, Spain, Italy, Russia, and other European countries, Aus-
tralia, China, Japan...) and is listed main retail chains in Europe like Carrefour, Auchan,
Leclerc and Metro. DARI is currently expanding its distribution outside Europe, espe-
cially in USA and Canada.
DARI is specialized in premium quality couscous, with a wide range of products : Pre-
mium Moroccan Couscous, Barley Couscous, Whole Wheat Couscous, Corn Cous-
cous, Pearled Couscous and Organic Couscous.

PRODUCTS DARI is listed in Casablanca Stock Exchange since 2005 and operates currently un-
Premium Couscous
Pasta der international quality standards such as ISO 9001 and ISO 22000.
Barley couscous
Whole wheat couscous • Corn couscous
In 2012, DARI was awarded “Best Moroccan Brand” during The “Morocco Awards”,
an annual competition organized by Ministry of Trade and Industry which promotes
BOOTH LOCATION the best moroccan brands.
2133

Certifications : ISO 9001 v2008, ISO 22000 v2005, HACCP, FDA compliant.

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 CONTACT Faconex is a Moroccan confectionery, leader in the production of industrial pop corn

M. Hamid MOUHIM and cotton candy in Africa, Asia and the Middle East.

General manager Our products are Known in both local markets and international ones. We produce 7
flavors of cotton candy which are: strawberry, tutti frutti, apple, banana, mango, lemon

ADDRESS and vanilla, also caramelized pop corn that are NON GMO and packaged in an

Zone Industrielle Ain Atiq 12040 Temara Rabat attractive plastic jars.

Morocco 90% of our products are exported to four continents: Africa, Europe, America and Asia,

Phone : 212 5 37 74 96 67 then 10% are distributed by the largest distributor in Morocco.

Fax : 212 5 37 74 96 06
E-mail : faconex@faconex.ma
Web : www.faconex.ma

PRODUCTS
Cotton candy with 7 flavors (Strawberry, tutti frutti,
apple, lemon, banana, vanilla, mango)
Caramelised pop corn NON GMO

BOOTH LOCATION
2116

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 CONTACT Finetti has been manufacturing quality confectionery and chocolates in Morocco.
M. Mustapha SEBBAR Our history is filled with sweet success and in the last few years it has grown, in line with
CEO
the popularity of our brands and the appeal of our traditional and contemporary
Ms. Houda AHMADI
COO confectionery. The company’s products are enjoyed across many countries and can
M. Abdelhanine KAMARI be found in all retail and wholesale channels.
General Manager
M. Alioune Faye With two diverse manufacturing sites, over 200 employees and a creative product
Export Manager innovation and brand development program the company is committed to continue
this growth.
ADDRESS
2, Bd Sfax , Zone industrielle Aïn Sebâa
Casablanca 20590 - Royaume du MAROC
Phone : +212 5 22 34 09 70/71
Fax : +212 5 22 34 09 73/75
web : www.finetti.ma

PRODUCTS
Candy
Lollipops
Bubble Gum
Chocolates

BOOTH LOCATION
2118

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 Gie Targanine

CONTACT GIE TARGANINE is a groupement of 6 cooperatives producing organic argan oil, it is

created on october 2003.
Mrs. Latifa Anaouch
Export Manager
Mobile : +212 6 61 20 62 75 The GIE Targanine aims to help cooperatives to market and promote their products.
Also to impove the socioeconomic situation of the rural populations, especially women
and yong girls.
ADDRESS Targanine rusures you the products of quality and the traçability of the raw material .
GIE TARGANINE , Rue de Marrakech
N°33, Bloc 3, Q.I. 80 000 - Agadir - MOROCCO
Our products are:
Phone : +212 5 28 21 16 55
Fax : +212 5 28 23 57 33
ARGANATI : for culinary organic argan oil,
E-mail : info@targanine.com
Web : www.targanine.com
ARGANIUM : for cosmetic organic argan oil.

PRODUCTS
• Argan oil
• Cactus oil
• Sweet almond oil
• Essential oils
• Amlou
• Honey
• Soap
• Ghassoul and black soap

BOOTH LOCATION
2122

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 CONTACT Starting 1987, INDUSALIM was firs t to launch a table margarine under the brand
“Magdor” in Morocco. This was representing then the first step for INDUSALIM towards
Couscous and pasta an innovation based strategy focusing on providing the consumers with the best pro-
M. Abdelabarie El ALAOUI ducts for their well-being and health.
Managing Director Very Quickly, INDUSALIM started a diversification strategy through the launch of new
Mobile : (+212) 620 300 304 brands and categories in order to anticipate consumer’s specific needs.
Nowadays, INDUSALIM operates in several Market and categories. Its strategy is
E-mail : elalaoui.elazizi@gmail.com based on:
• Strong brands : Familia, Magdor, Ledda. These brands succeeded in buil-
ADDRESS ding a very strong equity among loyal consumers in different African markets.
INDUSALIM 6 rue Al Mortada • Product quality : As a result to its quality policy, INDUSALIM is ISO 9001
certified and is applying the HACCP method for the whole production process in its
Casablanca 20340 - Morocco different plants. Thanks to its quality process, INDUSALIM is delivering superior quality
Phone : (+212) 522 23 69 67 / 522 23 79 48 products that benefit from best in class raw materials products.
• Research & development: Indusalim is continuously striving to improve the
PRODUCTS quality of its products and to anticipate consumer’s and customer’s needs.
• Two production units equipped with modern manufacturing tools in line with
Couscous, Pasta, Spaghetti, Table margarine, international standards and allowing big manufacturing capacity.
Puff pastry margarine, Solutions for patisserie. INDUSALIM is specialized in the design, development, production and delivery of
foodstuffs covering the following categories and brands:
BOOTH LOCATION

• Couscous and pasta : Familia
• Table margarine and Yellow Fat spreads : Familia, Magdor
2121 - 2123 • Pastry Margarine : Ledda, Famillia
• Bakers range : Ledda toppings, Ledda margarine for puff pastry, Ledda
Cream Filling and glazes,…
Since its creation, INDUSALIM is focusing on the development of its local markets while
looking for strategic export markets opportunities. Thus, Indusalim is pursuing its strategy
of market expansion with the highest priority.

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 CONTACT KAYNA GROUP is a large company that produces and sells pasta, couscous, semo-

M. Nour Eddine BAHJI lina and flour. The Production unit has one of the most advanced technologies with

Export Manager monthly production capacity of around 2,400 tons between pasta and couscous.

E-mail : bahji@kaynagroup.com Our knowledge and our selection of High quality raw materials allow us to become a
major player on the nationally and internationally.

ADDRESS
KANYA GROUP Lot.N°7, Industrial Area 26100 - The group already has its four active mills durum wheat, one for wheat, two others for

Berrechid - MOROCCO barley, a unit of pasta and couscous. KAYNA GROUP is being certified for hygiene

Phone : +212 5 22 32 60 40/55 and foo@ll stages of manufacturing (HACCP and ISO 22000 version 2008).

Fax : +212 5 22 32 60 44
E-mail : co@group.com
Web : www.kaynagroup.com

PRODUCTS
Pasta (durum wheat)
Couscous (durum wheat, barlely)
Flour (durum wheat, soft wheat, barley)
Semolina (durum wheat, barley)

BOOTH LOCATION
2124

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 CONTACT
M. Mohammed ZEBDI
CEO
M. Hicham ECHAOUI
Sales Manager
M. Kazimierz KUCHARSKI
Business Development Manager
ADDRESS
OUED EDDAHAB
Phone : +212 661 44 80 35
+212 528 93 01 97
E-mail : redachami1@gmail.com
Web : www.kingpelagique.org
PRODUCTS
Surimi - Maroc Surimi
Canned fish - ERG Conserve
Canning manufacturer
Precooked products - ERG Delice
BOOTH LOCATION
2106
30
King Pelagique is a moroccan group in the fisheries sector, with more than 20 years of
experience, covering the entire value chain: from our “rsw” fishing vessels, to the proces-
sing of the fish in our own facilities and the freezing process, to getting a high quality
product with a freshness and unique organic properties with complete traceability
during the entire process.
Sardines, Mackerel and Horse Mackerel are fished with our “RSW” vessels, and we own
the whole chain from the sea to the final product, without using any outside vendor.
To ensure optimal quality of our product : Storage process during fishing is done with
RSW system: to cool fish to between 0 ° and 2 ° C using refrigerated sea water.
Our plants’ locations are based in the Dakhla port, closed to the fishing location.
The canning process takes less than 5 hours: from unloading fish to having the final
product in tins. Synergy and coordination of all companies guarantees minimum levels
of histamine, and maximum quality and outstanding flavour.
We have an R&D department that develops new products, and adapts all the recipes
and specifications requested by our customers.
 Les Frigorifiques
Bouzargtoun

CONTACT
M. El Ghamarti Karim
General manager & Export Manager
Mrs. Daoudi Siham
Sales Manager
M. Razzak Meriya
Quality Manager
M. Khairy Karim
Valorisation Manager
ADDRESS
BP 99 Bouskoura 20180 Casablanca,
Marocco
Phone : +212 5 22 32 06 07
Fax : +212 5 22 32 01 88
Web : www.greentable.com
E-mail : info@greentable.com
Established in Morocco in 1980, the Society Les Frigorifiques Bouzargtoun , was the
first company that imports fresh fish and shrimp from Europe , processes and exports to
the European Union.
Les Frigorifiques Bouzargtoun is now found a leader in the sector being one of the
largest producer in Morocco, located in all large and medium outlets at national
level, our company is open to other horizons, strengthen through our distribution plat-
form at Holland « MarSeaFood « it gives us the opportunity to meet the needs of our
customers in Europe, Asia and North America.
Besides the fish caught in Morocco, our company offers weekly fresh salmon directly
from Norway, the shrimp products from Asia, etc.
The company is in close contact with the market. That is why we are able to create
innovative new products that connect directly to the question. We are also able to
deliver products on request.

PRODUCTS Les Frigorifiques Bouzargtoun is certified according to BRC standard 6 in 2014 , which
Fresh and frozen seafood products aims to create and maintain a system of quality management to improve customer
Olive oil
satisfaction. With our experience we control the quality and safety of our entire supply
chain from order to delivery to our customers
BOOTH LOCATION
2125

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 CONTACT Etablished since 2010, Mybio company is leader in the organic cosmetic and culi-
nary argan oil production . Pionnier in the market of flavored argan oil, Mybio offer a
Mrs. Sassi Oulahna Leila wide range of products with over than 11 references. Each Mybio product is the suble
CEO mix result of ingredients from mostly Morocco soil. Our selection of gourmet oils adds
Phone : 00212661338399 flavour adds a sophisticated touch to your cooking. Our cosmetic products are used
E-mail : leila@mybio.ma as a treatment for skin diseases and hair care.
sassileyla@yahoo.fr Mybio markets its product under 4 main brands :
• « Argalight » and « Argadiet » : ranges of flavored argan oil
ADDRESS • « Argabio » : Organic culinary nature argan oil
Rue 475, No 24 Takkad Cité des Amicales Aga- • « Argalift » : Cosmetic argan oil range
dir - Maroc Quality and traçability are the principle cores under lying our company policy.
Phone : +212 5 28 21 44 44 Our certifications : Ecocert, Ecocert Greenlife (Ecological organic cosmetic), USDA
+ 212 6 61 33 83 99 (Nop) raise our products to the most stringent international standard.
Fax : +212 528 214 444
In our constant search for excellence and innovation, Mybio was awarded by the ICQ
Web : www.mybio.m (International Crown Quality) 2011 in London, its products was selected as innovative
products at the IFE 2011, was nominated at the Morocco Awards 2011 and this
PRODUCTS year Mybio won the Morocco Awards 2012 in the category « local product » with a
Argan oil (OMG Free) special distinction from the jury.

BOOTH LOCATION
2026

34
 CONTACT OLI-ARGANA Company manufactures, packages and distribute in the international

M. JDIDI Issam market:

CEO • Organic Argan Oil certified

• Extra Virgin Olive Oil

ADDRESS • Truffles

N°3, 66 Lot Bennis Mhamdia Zouagha-Fès- • Capers

Phone : (00212) 534 226 192 - Argan Creams, Cactus Creams and Oive Oil Creams, and cosmetics Products.

Mobile : (00212) 661 356 708 - According to university theses, clinical studies, publications of Morocco, USA,

E-mail : issamjdidi@gmail.com UK , France, and Canada , Argan Oil is an anti-oxidant rich in unsaturated and

Web : www.oli-argana.com monosaturated fatty acids (Omega 6) — oleic-linoleic acids with a high content of
tocopherols (vitamin E), phytosterols.

PRODUCTS Principal market :

Organic Argan Oil certified United states, UAE, KSA, Qatar, Kuwait, France, Belgium, Spain, Germany, Holland,

Extra Virgin Olive Oil Norway, Japan.

Truffles Certifications : IMCERT ORGANIC n° :0009/M rev.00

Capers USDA Organic, AB, NOP

BOOTH LOCATION
2104

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 CONTACT SICOPA was established in 1974 in Fez, Morocco as a family owned business and

Mrs . Heuda F. GUESSOUS was able to develop a notorious market share as a food product exporter. The com-

Sales and marketing manager pany export traditional products such as olives, capers, semi-dried tomatoes, and
sweet peppers, also some new products like grilled and marinated vegetables, stuffed

ADDRESS cherry peppers, and sundried tomatoes.

806 Rue Ibn Banae, Quartier Sidi Brahim, BP To meet its client’s demands, SICOPA is in constant improvement of its industrial park,

2049 FES- 30 000 - MOROCCO investing in new machinery and improving its processes to meet international food

Phone: +212 535 644 698 processing and safety criteria. SICOPA is certified for HACCP, IFS, BRC and PIAQ. If has

Fax : +212 535 733 248 also Kosher and Halal certificates.

Web : www.sicopa.com SICOPA’s products are marketed for export under two own brands: SICOPA and ALIA.
However, the company promotes marketing under its client’s brand names.

PRODUCTS
Olives, Capers, peppers and roasted
vegetables.

BOOTH LOCATION
2020 - 2022

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 ADDRESS SILVER FOOD is one of the largest fish canneries in Morocco. Specialized in canning

Berrechid, Douar Bouhala Commune Rural sardine, mackerel and tuna, the factory covers an area of more than 73 500 m2 and

Lakhyayta – BP 290 has an actual annual production capacity of more than 150.000.000 cans , which is

Phone : +212 522 535 253 equivalent to the transformation of over than 160 tons per day, 70% of which are for

Fax : +212 522 535 279 exportation. With a highly qualified team of more than 1200 employees, Silver Food

Email : contact@silver-food.com enters the market and brings a real added-value thanks to its innovating products and

Web : www.silver-food.com its state-of-the art modern technology.

SILVER FOOD is certified IFS V6, Kosher and is FDA Registered, but is also in progress

PRODUCTS for ISO 1401 certification, BRC and Friend of the Sea Label. It supplies, manufactures,

Sardines produces, packages and distributes its products according to the rigorous internatio-

Mackerels nal norms of quality. Established as a new generation factory, SILVER FOOD is among

Tunas the leaders in the fish packing sector.

BOOTH LOCATION
2032

40
 CONTACT TAJINI is the first Moroccan company producing simmer sauce and ready meals. Since
2009 after the simmer sauce, TAJINI is still the first innovating with a new range of ready
M. Jamil Benhassain
CEO meals in trays and in jars.
Phone : 212 661178874 TAJINI ready meals are made with only natural and fresh product . The product are shelf
Fax : 212 537850284 stable and are GMO and PRESERVATIVE FREE.
E-mail : j.benhassain@tajini.com TAJINI has committed to a quality approach allowing to export in several countries, the
production of TAJINI takes place in the region of Rabat.
In 2014 TAJINI launch the Kosher, Halal and conventional Ready Meals in Trays 400
grs for catering, airplane, train, school, hospital, vending machine
ADDRESS TAJINI opened a new manufactury in august 2012, and in August 2013, TAJINI is being
TAJINI, 8207 Agdal - Rabat -1008
certified for hygiene and food safety : ISO 22000 V2005, HACCP and ISO 9001
MOROCCO
V2008.
Phone : +212 5 37 85 02 93/98
Fax : +212 5 37 85 02 84
Products :
Web : www.tajini.com
• Ready meals : Couscous with 7 vegetables and chicken, tajine with meatballs and
potatoes, Tajine with chicken carrots and confits lemons.
PRODUCTS • Simmer sauce : Tajine raisins and onions, Tajine Olives and confits lemons, tajine with
• Ready meals red pepper tomatoes and confit lemons, tajine with onions and tomatoes.
• Simmer sauce • Vegetarian Ready meals : couscous Sauce with 7 vegetables, ready meals with
• Vegetarian Ready meals carrots, olives and confits lemons.
• Soup • Soup : Moroccan Harira with chickpeas and vermicell.
• Couscous sauces • Ready Meals conventional, Halal and Kosher
• Tajine sauces • Boeuf bourguignon, lasagna, Chili con carne, Salmon ratatouille, Chicken basquaise,
Chicken colombo, Chicken blanquette with rice, sausages with lentils.
• Ready meals: Couscous with 7 vegetables and chicken, tajine with meatballs and
BOOTH LOCATION potatoes, Tajine with chicken carrots and confits lemons
2128

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 CONTACT
M. SOW IDRISSA YERO
Export Manager
E-mail : isow@triagroup.ma
Mrs. KARIMA ZOUHOU
Export Manager
E-mail : kzouhou@triagroup.ma
ADDRESS
Km 11500 Ancienne Rte de
Rabat- CASABLANCA
CP : 20600
Phone : 212 522 756 748
Fax : 212 522 756 750
E-mail : kzouhou@triagroup.ma
TRIA, a cultural icon, is a brand name and trademark of TRIAGROUP. A family owned
business operating in the food industry. A very strong and well positioned business in
both local and international markets, producing and distributing a great variety of
products: Couscous, Pasta, Flour, Tea, Canned vegetables and fruits...
With its ongoing commitment to technological innovation, TRIAGROUP has developed
production tools that meet the highest requirements of national and international
market of milling, with the most important grain storage capacity in the country with
more than 130.000 MT of storage availability.
Quality Reference : ISO 9001, ISO 22000
Regarding the export, we serve worldwide: United States, Canada, Western & Central
Africa, Europe, United Arab Emirates.
Our main Brands : TRIA & BRIO

PRODUCTS
Couscous
Pasta
Tea

BOOTH LOCATION
2030

44
 CONTACT Export of canned sardines and anchovies, marinated and frozen vegetables.
M. Mehdi ALJ Producing and distributing its products to create value for all its partners and sharehol-
Administrator ders; that is what UNIMER Group is about, with the ultimate goal to become a global
M. Jalil BENWAHHOUD
General Manager player in the agro-business sector.
M. Mohammed Edderkaoui UIMER Group creates value through its subsidiaries, with sound management and high
Managing Director of Marketing and Sales
profitability requirements.
M. Arnaud Peny
Export Manager Innovation, strong brands, quality and responsibility are key commitments towards all
Mrs. Yassmina Essebre customers and partners around the world.
Brand Manager
UNIMER Group has reached both a national and international leading position thanks
ADDRESS to an aggressive growth strategy in different agro-industry segments.
KM 11 RUE L Route des Zenâtas, Ain Sebaa
Sidi Bernoussi QI, Casablanca.
Phone : +212522368966
Fax : +212522368974
Web : www.unimergroup.com

PRODUCTS
Salted anchovies
Marinated anchovies
Canned Sardines
Marinated grilled vegetables
Frozen vegetables

BOOTH LOCATION
2016 - 2117 - 2018 - 2119

46
 CONTACT Urcimar, sa is a corporation Company with a share capital of 1,5 million US Dollars.

M. Driss GUESSOUS Located in Fes, the spiritual capital of Morocco and main agricultural area for the

General manager production of capers and olives in Morocco.

M. Jose Luis Gonzalez Urcimar, s.a is built upon a site of over 10.000 m2 with a covered area of 7.000 m2

Business Development Manager which comply to the international regulations to produce all kind of agricultural pro-
ducts fit for human consumption Products: Capers and caperberries, sundried black

ADDRESS olives, red hot peppers, stuffed olives, and more specialities.

Q.I de bensouda,
oufae n°52 – 30000 Fes / Morocco
Phone : 212 5 35 72 61 16
Fax : 212 5 35 72 62 35
E-mail : urcimar@urcimar.ma
Web : www.urcimar.ma

PRODUCTS
CAPERS
CAPERBERRIES
OLIVES
PEPPERS

BOOTH LOCATION
2120

48
 y.elmir@vmm.co.ma

www.star.co.ma

VMM Export Catalogue

CONTACT Created in 1969, VMM company is specialized in manufacturing varied and wide-ran-
M. ELMIR YASSIR ging of products such as :
VMM International Development Manager
Mobile : +212 662 123 605
Email : y.elmir@vmm.co.ma VMM is certified according to the highest international standards:
• ISO 9001: 2008 international standard quality management attesting to good ma-
ADDRESS
VMM, Moutarderie du Maroc VMM nagement practices within the company ,
Vinegar & Mustard of Morocco • ISO 22000 Certification, agribusiness quality standard ,
Route El Jadida, km 9, Z.I. Lissasfa, Route 1077
According to Nielsen Statistics, VMM’s Moroccan Market Share is about 60% and its
Casablanca 20190, Morocco
Phone: +212 522 901 061 turnover is continuously growing.
Fax : +212 522 901 062
Email : vmm@vmm.co.ma
Website : www.star.co.ma VMM exports its products to diverse countries on 4 continents: Africa, Europe, Asia and
America. The products ranges are continuously developing and feature a significant
PRODUCTS reputation in these markets.
Vinegar: White vinegar, Spirit vinegar…Jams &
Light Jams (for diabetics): Apricot , Fig, Strawberry, • Middle East: Lebanon and United Arab Emirates,
Mango, Lemon, Peach, Orange ... Salad
• Africa : VMM is present : - Senegal - Mauritania - Algeria - Tunisia - Libya - Mali -
dressings… Condiments: Mustard, Mayonnaise,
ketchup... Sauces: Barbecue Sauce, Spicy Mauritius,
Sauce, Burguer Sauce, Italian Sauce, Tomato • Europe : VMM is present in : - Spain - France - Poland - Belgium - Italy – England,
with Oregano, Tomato with Basil, Bolognaise
Sauce... Canned Red and Green chili peppers, • Canada;
Canned green, purple and black olive, Canned VMM intend to export their products to USA and looking for serious business panthers.
pickles, Canned tuna.o

BOOTH LOCATION
2108

50
 3 SECTORIAL
DEVELOPMENT PLANS

52
 Green Morocco Plan
The strategy of Green Morocco Plan concerns a sector which contributes to the national GDP by 19%: 15% in agriculture and
4% in agro-industry. This sector employs 4 million country people and creates about 100 thousand jobs in the field of agro-food
processing. This sector plays a determinant role in the macroeconomic balance of the country. It supports an important payroll;
given that 80% of 14 million country people depend on agriculture.
Green Morocco Plan strategy was built upon seven foundations:
First foundation: Making of agriculture the main growth lever for the 10-15 coming years.
Agriculture must be raised to the rank of major growth driver, through:
• Strengthening the contribution of agriculture in GDP by 70 to 100 Moroccan dirhams, knowing that the current GDP amounts
to 74 Moroccan dirhams.
• Creating 1.5 million of additional jobs.
• Fighting poverty and improving agriculture revenue from 2 to 3 times in favour of three million country people.
• Increasing exports value from 8 to 44 Moroccan DHs in sectors where Morocco is competitive (citrus, olives, fruits and
vegetables).
• launching a new wave of investments estimated at MAD 10 billion annually by the implementation of 1506 projects.
Second foundation: Adopting aggregation as an organizing model of agriculture.
Green Morocco plan was built upon the principle of aggregation as a development tool of agricultural sector. It is implemented
through the creation of win-win partnerships between productive mainstream and commercial or/ industrial downstream.
Third foundation: Ensuring Moroccan agricultural development as a whole, without excluding any component.
Morocco is characterised by two types of agriculture:
Modern agriculture, located in irrigated zones and of favourable cottages. It occupies 20% of cultivated surface and it is
characterized by a strong productivity thanks to the use of modern techniques.
Traditional and food producing agriculture is located in disadvantaged cottages and mountains and oasis zones. This type
occupies 80% of the UAA.
Taking into consideration this large diversity in the national agriculture, the Green Morocco Plan has adopted two approaches:
The first is called « Pillar I », the projects of which are the following:
Investment is private and aims to develop a modern agriculture of a high production or a strong added value. This approach
is achieved by the establishment of 961 aggregation projects and aims at 562 000, operating in an average investment of
75 billion Moroccan dirhams.
54
The second is called « Pillar II » for the development of supportive agriculture. It targets the increasing of vegetal and animal
production in disadvantaged zones in order to improve the agricultural revenue of operators.
The forth foundation: Promoting private investment
It emphasizes on the need to promote private investment accompanied by public support. For projects of Pillar II, 70 to 80% will
be supported by national and international funding agencies. The rest will be covered by the Agricultural Fund for Development
( AFD).
For the projects of the Pillar I, to encourage private investments, the State offers financial support in the framework of Agricultural Funds
for Developments ( AFD). The support takes form of grants and allowances.
The objective is to induce an annual investment of 10 billion Moroccan dirhams around a Moroccan dedicated offer.
The fifth foundation: Adopting a contractual approach to implement the Green Morocco Plan.
The implementation of Green Morocco Plan requires the mobilization of various stakeholders in different sectors, namely,
administration, regional and local elected, professionals and associations.
All these stakeholders work in the framework of partnership that determines the field of action and responsibility of each intervener.
The sixth foundation: Sustaining the development of Moroccan agriculture.
The strategy envisages the achievement of its objectives, the protection of natural resources so as to ensure a sustainable
agriculture.
To make the two pillars of this strategy successful, the reorganization of sector-based framework is of vital importance. This
reorganization concerns the following all-round axes:
Land reorganization
Water management
Agricultural sector fiscalization
National market’s modernization
Support, follow-up /evaluation
55
 HALIEUTIS
Fishery plan 2020 5. Dedicating port areas to fishery and ensuring an efficient management thereto.
6. enhancing fish market’s attractiveness
The fishery plan was launched in 2009. The main objective of this strategy is to preserve fishery resources and sea ecosystem 7. Structuring and stimulating internal market around wholesale and retail trade markets
with a view to reinforcing Morocco’s position amongst supplier countries for world market in quality products. 8. Developing unloading infrastructures and equipments
The plan aims to triple the fishery GDP and to raise fish consumption in Morocco to reach 16 kg per capita per a year in 2020
against 10 kg currently. Additionally, 16 structuring projects are planned in the processing industries and seafood products C. For a more competitive sector:
enhancement. The Moroccan kingdom will be endowed with three new competitiveness poles (Tangier, Agadir, Laâyoune-
Dakhla) which will necessitate a 9 billion Dhs investment. 9. Supporting manufacturer’s trends toward growth markets
10. Facilitating manufacturer’s access to row materials
Objectives for 2020: 11. Creating 3 competitiveness poles in the north, centre and south of the Moroccan kingdom.

of the sec ic consum s on the tic produ D. All-round actions:

P st ob es 12. Ensuring an efficient control and traceability all the way along the chain value line.

ct
j

gr
16 kg
Dome
to
GD

Do m
p ti

Direct
21,9 1,660

ion
13. Clarifying and completing the legal mechanism

ou n d
r

115 000
on

Billions DHs per capita Reinforcing competences and enhancing job attractiveness
per a year Jobs million tons
15. Setting up a strong public governance to modernise the sector
16. Organising professional representation and encouraging joint trade organisations

o
E x p rt s
In order to materialise these 16 structuring projects, 5 key tools were set up.
e sustain
rc
95 % ab
R es o u

3,1 $ sustainably ility

• The national committee for fisheries (governance)
Billions managed
• adjustment and modernisation fund for fishing effort (finance)
species • The national agency.
• For the development of fishing farms (promotion and development)
• Centre for seafood products enhancement (technological watch)
• Employment observatory of fishery sector (proactive management)
16 Strategic Projects
A.For resource sustainability:
(Source: ministry of agriculture and Maritime fisheries,
1. Reinforcing and sharing scientific knowledge Department of maritime fisheries)
2. Managing fisheries on quotas basis.
3. Adapting and modernising fishing effort;
4. establishing fish farming a major growth engine
B. For a performing sector

56 57
 Emergence pact for Food processing
Vision and goals Within this framework, the state has committed to support food processing sector’s development through a proactive strategy
built on five initiatives:
This pact aims to specify the deployment programme of the Moroccan industrial development strategy. It aims on the other hand
to sign contracts on reciprocal commitments of the state and private sector. • A development plan for sectors with high export potential.
The pact was built upon three fundamental ideas: • Development and restructuring plans for national commodity sectors
• A targeted support plan in favour of intermediary sectors.
• Absolute necessity to focus industrial recovery efforts on sectors for which Morocco possesses clear and exploitable • An adapted training programme to the sector.
competitive advantages through dedicated development programmes. • A network of agropolis
• Necessity to address the entire enterprises fabric, without exception, through four major cross-cutting projects, come in a
reinforcement project of the competitiveness of small and medium-size enterprises, an enhancement project of business climate, The estimated impact is amounted to 10 billion DHs of additional GDP, and would result in the creation of about 24 000 direct
a training project and development plan of industrial parks of new generation called “integrated industrial platforms”. new jobs by 2015.
• Necessity to set up an institutional organisation capable of implementing effective and efficient programmes. Sectors with high export potential group together notably products from fruits and vegetables processing, olive and argan
products, spices as well as aromatic and medical plants.
The pact aims to set to the sector the following general objectives for the period 2009-2015: These sectors’ development will be achieved by the definition of Morocco’s Offer to the attention of domestic and foreign
investors. Its implementation is ensured within the framework of Green Morocco Plan.
• Creation of perennial industrial jobs and reduction of urban unemployment.
• Increase of the industrial GDP. An action plan was drawn up and implemented. This one is articulated around five main activities:
• Lowering of commercial deficit.
• Support for industrial investment, both national and foreign. • Participation in the sector’s specialised fairs
• Contribution to town and country planning policy. • Accomplishment of tasks B to B
• Exploration of new markets
Development perspectives • Communication on Morocco’s Products
• Preparation of export growth contracts
Food processing sector represents a vital industrial sector (about 29 % of the industrial GDP, 26 % of industrial enterprises, 20%
of formal jobs and 15% of processed products export). In order for ameliorating the sector’s framework conditions, the state is committed to modernise applied regulations and
standards for food processing products so as to guarantee products’ quality and security.
In order for tapping into its fundamentals (work force costs, agricultural row materials, culinary and industrial tradition, logistic
position), Morocco must now voluntarily support this sector to sustain its growth, encourage investment and enterprises fabric The Government has recently implemented a PLAN OF INDUSTRIAL ACCELERATION based on 10 measures to accelerate the
reinforcement and create jobs. transformation of the industry.

58 59
 MAIN SECTORIAL
INDICATORS

60
 Processed fruits and vegetables

65 1,1 billions 16 Thousand 392 Millions 30

Olives : Thousand
tons of exports
55 Capers / Pickles : tons of exports dhs turnover
dhs turnover Operators Operators

Export Markets Export Regions Export Markets Export Regions

Maghreb 6% NAFTA 7% Other 6%

Other 1% Other 9%
Other 5%
Gharb Saiss: 12% Centre 13%

other Gharb-Saiss 45%

American
NAFTA 24% countries 13%
EU 64% Centre: 23%
EU 70%
Tensift: 64% Tensift 36%

62 63
 Processed fruits and vegetables

Canned vegetables : 4 136 Millions 49

Canned fruits : 10 186 Millions 37 Thousands tons dhs turnover Operators
Thousands tons dhs turnover of exports
Operators
of exports

Export Markets Export Regions

Export Markets Export Regions
Maghreb 5% Other 4%
NAFTA 5%
Maghreb 13% Other 6%

Other 15%

Centre 30%
Other 25%

Centre 50%
Souss 23%

EU 86%

EU 81% Tensift 25%

Gharb Saiss 32%

64 65
 Processed fruits and vegetables

8,5 Fruits and 71 826 Millions

Juices : 64 Millions 8 43
Thousands tons dhs turnover Operators Vegetables frozen : Thousands tons dhs turnover Operators
of exports of exports

Export Markets Export Regions Export Markets Export Regions

Other 2%
Asia 2%
Other 6%

Other
9%

Other 20%
Centre 25%
EU 44%

Maghreb 36% North 73%

Centre 91%
EU 96%

66 67
 Processed fruits and vegetables

Spices / MAP (Plants

4,2 50,2 973 Millions 120
seeds –legumes : Thousands tons
52,2 Millions 25 aromatic and Thousands tons dhs turnover Operators
of exports
dhs turnover Operators medicinal) : of exports

Export Markets Export Regions Export Markets Export Regions

Other 5%
Other 8%

North 10%
Other 15%
Other 21%

Maghreb 20%

EU 53% North 17% other european

countries 7%

EU 64% Centre 85%

Centre 68% NAFTA
other european
countries 19% 8%

68 69
 Processed fruits and vegetables Biscuit chocolate and confectionery

23 Biscuit Industry,
Vegetable oils : Thousands tons
490 Millions 98 Chocolate and 17 300 Billions 10
dhs turnover Operators Thousands tons
of exports confectionary : of exports
dhs turnover Opérators

Export Markets Export Regions Export Markets Export Regions

Other 7% Other 10%

Other
Other 18%
15%
Asia/Middle East
13%
EU 42%

Gharb-Saiss
Other African 20%
countries 19% Centre 65%
Africa 80% Centre 90%

NAFTA 21%

70 71
 Fishery Products

Canned fish : 122 4,2 Billions 58 Semi-preserved 19,6

Thousands tons dhs turnover Thousands tons
1,3 Billions 39
of exports
Operators anchovy : of exports
dhs turnover Operators

Export Markets Export Regions Export Markets Export Regions

Other 9% Other 12% NAFTA 7% Other 3% Other 9%
Middle East 10%

Other African
countries 43%
Safi 27%
Souss 34% North 57%
Souss 61%

EU 38% EU 90%

72 73
 Fishery Products

16
Fish / Shellfish 193 5,5 Billions 228
Fish / Shellfish fees : Thousands tons
808 Billions 88 Frozen Thousands tons dhs turnover Operators
dhs turnover Operators of exports
of exports

Export Markets Export Regions

Export Markets Export Regions
Other 1%
Other 5%

Other 16%
Other 30%
UE:
EU99%
44%
EU 99%
Souss 50%
Centre 11%
South 45%

North 73% Other African

contries
12% South
America 14%

74 75
 Fishery Products

Fish Flour : 89 Thousands 924 Millions 17

tons of exports dhs turnover Operators

Export Markets Export Regions

Other 9%
Middle
East 7%

Other 16%

CEEC 14%
Souss 15%

EU 70%
South 69%

76
 MADE IN
78 MOROCCO
 Embassy of Morocco in Washington
1601 21st St NW
Washington DC 20009 - USA
Phone : LocaL: (202) 462.7979
International : +1.202.462.7979
Fax : LocaL: (202) 462.7643
International: +1.202.462.7643
E-mail : embassy@moroccous.com
Web : www.themoroccanembassy.com
Minister Delegate to the Minister of Industry, Trade,
Investment and the Digital Economy, in charge of
Foreign Trade.
Mr.. Mohamed ABBOU
63, Avenue Moulay Youssef, 10000 Rabat - Morocco
Phone : (+212) 5 37 70 63 21
(+212) 5 37 70 63 89
Fax : (+212) 5 37 70 32 31

Moroccan Center for Export Promotion

23, Rue Ibnou Majid El Bahar - Casablanca - Morocco
Phone. : (+212) 5 22 30 22 10 - (+212) 5 22 30 75 43
Fax : (+212) 5 22 45 05 57 / (+212) 5 22 30 17 93
Web : www.marocexport.gov.ma
80
E-mail : Exportateurs2014@marocexport.gov.ma
f : Centre Marocain de Promotion des Exportations