Sanam Holding, founded by visionary entrepreneur Saïd Alj, is charting an ambitious new course with plans to expand into El Salvador. This move aims to capitalize on the Central American country’s iconic exports such as coffee, cacao, and nuts. El Salvador’s government, keen to attract foreign investment, has rolled out a suite of incentives, making it an appealing destination for international businesses. The country has emerged as a top tourist spot, celebrated for its enhanced security, stunning beaches, volcanic landscapes, and unique culinary offerings.
From hospitality to global trade: Expanding horizons
For Sanam Holding, the El Salvador expansion represents a major shift. Known primarily for its Moroccan hospitality ventures under the Colonie Résidence brand, the company has focused its hotel operations within Morocco. Colonie Résidence manages prestigious properties, including Casablanca’s Villa Blanca Urban Hotel, an elegant boutique hotel by the Corniche; Dawliz Art & Spa in Rabat, known for wellness experiences; and the Oscar Hotel by Atlas Studios in Ouarzazate, located within Morocco’s cinematic heart. This expertise in hospitality could provide Sanam with a strong foundation as it explores opportunities in El Salvador’s growing tourism market and broadens its business ventures.
Unimer: The agro-industrial backbone of Sanam Holding
Sanam Holding’s global reputation in the agro-industry is anchored by Unimer, established in 1920. Under Saïd Alj’s strategic leadership since the 1980s, Unimer has grown into a global leader in seafood preservation, specializing in sardines and anchovies. This success stems from its integrated model, which allows complete oversight from fishing to processing.
In recent years, Unimer has expanded into vegetable canning through brands like VCR and Top Food Morocco. These brands have paved the way for exports across Europe, the Americas, Africa, and Asia, bolstering Sanam Holding’s international reach in the agro-industrial sector. With this background, Sanam is well-prepared to delve into Central America’s agricultural landscape, potentially tapping new markets for its expanding portfolio.
Diverse investments and industry leadership
Sanam Holding’s influence reaches well beyond agro-industry and hospitality. Its investments span insurance, real estate, and even soft drinks. In 2010, the acquisition of Sodalmu allowed the group to launch ICE, a brand that has quickly become Morocco’s second-largest soda. In technical equipment, Sanam is represented by Stokvis Nord Afrique, a distributor of brands like Komatsu, Michelin, and Kärcher.
In real estate, Sanam Holding operates through Aradei Capital, Morocco’s leading commercial property firm. Aradei Capital manages nearly 40 properties, developing commercial, industrial, educational, and healthcare projects that contribute significantly to Morocco’s urban growth and economic dynamism.
Saïd Alj: A visionary’s legacy of innovation and growth
At 70, Saïd Alj is a pillar of the Moroccan business community, with a career defined by the acquisition and growth of high-value companies. He has surrounded himself with skilled executives, including close associate Ismaïl Farih, ensuring the continuity of his legacy at Sanam Holding. Today, Sanam stands as a multi-sector conglomerate, employing over 7,000 people and generating more than 6 billion dirhams in annual revenue.
Today, the future of leadership is in capable hands with Mehdi Alj, who currently serves as CEO of both Unimer Group and SANAM AGRO Group, as well as Vice President of Sanam Holding. His impact hasn’t gone unnoticed—back in 2022, the Choiseul Institute ranked Alj 8th on its list of the top 100 African business leaders under 40 expected to drive the continent’s economic future.
With the El Salvador project, Alj reaffirms his vision for international growth. Sanam Holding is no longer content with dominating the Moroccan market—it aims to extend its influence on the global stage. By incorporating Salvadoran products, the group is opening a new chapter, symbolizing its dedication to innovation and its commitment to expanding its economic footprint worldwide.
